European study compares user experience on social media vs. traditional media

A new study from Amsterdam-based research institute SWOCC provides interesting insights on user experiences across eight of the most popular social media platforms: Facebook, YouTube, LinkedIn, Twitter, Google+, Instagram, Pinterest and Snapchat.

Participants were asked to describe their experience with each platform using 12 unique dimensions – ranging from “stimulation” to “innovative” to “relaxing” – and provide feedback on their views regarding advertising on social media.

Image courtesy of SWOCC

The study also compared users’ social media experiences with traditional media experiences. Of the eight digital platforms evaluated, Twitter had the most in common with traditional news media companies and was identified as “current” and “informative” by participants.

For media brands, the results from this study can be helpful in determining the right channels on which to focus editorial and advertising initiatives.

A complete overview of the Social Media Experience Study can be found in an online report published by SWOCC