2012 will be remembered as a mixed year for Facebook, with superior marketing functionality, an increased mobile presence and the social network’s triumphant march to one billion active users contrasting somewhat with a widely-criticised (and underperforming) IPO, big brand abandonment and continuing privacy issues.
But one area where Facebook still dominates all the other social networks combined is its placement as the de facto sharing tool for users who want to talk about products, which is very good news for Mark Zuckerberg et al going into 2013.
A survey of U.S. Facebook users by social commerce service provided 8thBridge found that while not all respondents used social media to share information about products, those that did typically reached for Facebook. Almost two-thirds (63 percent) said that they used Facebook to share product and service information with friends, compared to just 25 percent on Twitter and 22 percent on Pinterest.
The study also revealed that a little less than one-third (31 percent) of respondents did not use social media to share product information. Of course, this survey is a little bias – asking Facebook users where they share information is a bit like asking Volvo owners which car they drive to the grocery store – but it’s still a positive figure for the social behemoth.