Social Media Not Embraced by Security Market

Author: John Honovich, Published on Sep 02, 2009

While social media (twitter, facebook, etc.) receives a lot of mainstream media attention, social media is essentially irrelevant to the security market. While it may improve, I think it will be a slow and long process.

To that end, Johnson Control's Twitter Contest does not look promising. JCI wants you to read their blog, get 4 keywords over 4 weeks and then 'tweet' those keywords to JCI's twitter account on September 21st. All to win $100 USD.

Here's a couple points to consider:

  • Maybe there are 200 - 300 total people regularly using Twitter inside the physical security market.  In the 6 months I have been tracking Twitter, security use has grown modestly at best. Plus, the people who do use Twitter are editors, PR people, marketing managers at manufacturers, etc. It's a pretty insular group. I use it because I do need to communicate/hear from those people but it's limited.
  • There's been a bunch of security social networks formed; none have caught on. CCTVBlog is one of the larger ones and it has only 203 members over 1.5 years and very little new posts each week.
  • Even RSS feeds are rarely used by security people. IPVM has about 700 RSS subscribers (which is quite small and still about 500% more than the trade magazines feeds). Amazingly, IP Video Market has more paying subscribers than subscribers to the RSS feed.
This is the opposite situation of people in web development - where thousands of RSS subscribers and Twitter followers is average. I do not think those markets are much bigger than security - They simply use these technologies dramatically more than security people.
 
The only social media site/service that I have found to have power is LinkedIn. The groups on those sites not only have quite a large number of members but they include a broad range of important industry people. For industry, the IP Video Market Info group has over 700 people including a lot of dealers, integrators and distributors [Update 2012: ~4900 members]. There are another 5 to 10 other security groups with similar size. Finally, people do read LinkedIn, especially the email summaries that LinkedIn sends out. I can verify this with my traffic and referrer logs.
 
If you are not using social media but you are probably not missing out on much (at least for security topics). If you are considering using social media for security, set your expectations low.

[Update 2012: We now estimate 2000 - 3000 total people regularly using Twitter inside physical security. The good news is that its 10x growth over a 3 year period. The bad news is that it still represents a minority of the industry. It's coming along but it sill make take another 3 - 5 years for mainstream use.]

Comments : PRO Members only. Login. or Join.

Related Reports on Criticism

ADT And 'The Defenders' Silent About Massive Complaints on Feb 14, 2019
ADT's largest dealer, "The Defenders" has been the subject of a massive number of complaints over many years and many forums, most recently a CBS...
Scam Research And The $86 Billion IP Camera Market on Dec 19, 2018
Scam. The most widely cited research numbers in many, if not most, industries come from a growing number of Indian 'market research firms'. We...
Axis: "No One Wants To Buy A Camera" on Nov 09, 2018
Axis has, in its own description, made a bold declaration: The industry is changing so rapidly that the following statement might seem bold but...
Genetec Takes Aim At 'Untrustworthy' 'Foreign Government-Owned Vendors' on Sep 24, 2018
Genetec is taking aim at 'untrustworthy' 'foreign government-owned vendors'. This is not a new theme for Genetec as nearly 2 years ago, Genetec...
Hikvision Covers Up Racial Profiling And AI Error on Jun 25, 2018
Faced with global scrutiny, led by the US government-funded Voice of America (VOA), Hikvision has covered up evidence showing their racial...
Hikvision Corrects False Cybersecurity Announcement on Jun 18, 2018
Hikvision has corrected a false cybersecurity announcement that claimed a British government-sponsored program endorsed the cybersecurity of...
The Dumb Ones: PSA's Bozeman On Cybersecurity on Jun 15, 2018
The smart ones are the hundred people who flew to Denver and spent $500+ on a 1.5-day conference featuring (now US government banned) Dahua as a...
Dahua's Terrible Cybersecurity, Buys Credibility From PSA And SIA on Jun 04, 2018
Dahua has a terrible cybersecurity track record. But American organizations, like the Security Industry Association (SIA) and the PSA Security...
Amazon's "Dangerous New Face Recognition Technology" Says ACLU on May 23, 2018
The ACLU has caused a stir, with a new report Amazon Teams Up With Law Enforcement to Deploy Dangerous New Face Recognition Technology,...
Bogus Research Plus Lazy Reporting - SSI And 'Global Market Insights' Examined on May 07, 2018
If you wonder why there is so much obviously wrong information online (factually, not simply disagreeing on opinions), this is a great example of...

Most Recent Industry Reports

Silicon Valley Cybersecurity Insurance Startup Coalition Profile on Mar 20, 2019
Many industry people believe cybersecurity insurance is not worth it, as the voting and debate in our Cybersecurity Insurance For Security...
Covert IP Camera Shootout - Axis, Hanwha, Hikvision, March, Vivotek on Mar 20, 2019
Covert cameras were one of the last holdout areas for analog cameras. However, in the past few years, IP / HD covert cameras have become...
Top Metrics For Ensuring Integrator Profitability - Statistics on Mar 20, 2019
How do integrators ensure the profitability of their projects? As part of our profitability study, 100+ integrators answered the following...
Avigilon Launches 'Renewed Products Program' on Mar 19, 2019
There are lots of 'pre-owned' cars but pre-owned IP cameras? While such programs are common in other industries, in video surveillance, they are...
Hanwha Tax Evasion Probe, Camera Division Implicated on Mar 19, 2019
A Hanwha group subsidiary was raided as part of a tax evasion probe. While a Korean news media report listed the raided entity as 'Hanwha...
Genetec Security Center 5.8 Tested on Mar 19, 2019
Genetec has released Version 5.8. This comes after a wait of more than a year that caused frustrations for many Genetec partners. Our previous...
Retired Mercury President Returns As Open Options President on Mar 18, 2019
Open Options experienced major changes in 2018, including being acquired by ACRE and losing its President and General Manager, John Berman who...
Large US University End-User Video Surveillance Interview on Mar 18, 2019
Schools have become targets in modern days of active shooters and terrorist fears. The need for video and access security is high. Universities...
Hikvision Favorability Results 2019 on Mar 18, 2019
Hikvision favorability results declined significantly in IPVM's 2019 study of 200+ integrators. While in 2017 Hikvision's favorability was...
ONVIF Favorability Results 2019 on Mar 15, 2019
In the past decade, ONVIF has grown from a reaction to the outside Cisco-lead PSIA challenge, to being the de facto video surveillance standard...

The world's leading video surveillance information source, IPVM provides the best reporting, testing and training for 10,000+ members globally. Dedicated to independent and objective information, we uniquely refuse any and all advertisements, sponsorship and consulting from manufacturers.

About | FAQ | Contact