Euro RSCG Worldwide commissioned a study in October 2009 to map the trajectory of social life and social media usage—where we’ve been and where we’re going—in the United States. The study asked 1,228 Americans from all online demographics questions about social media usage in the past, present and projected future; about how people interact with, feel about and use social media; about how face-to-face interactions are affected; and about how engagement with local and global political issues has been affected, among others.

What Is Social Media?

The Rising Trajectory of Social Media

Hype, Fear and Reality

The Blurring of Social and Social Media

The Rise of Hyperlocalism

Social Media’s Harsh Echo Chamber

Conclusions and Implications for Brands and Marketers

Survey Background and Additional Findings