Oct 17, 2014
The business of social | Social media tracker 2012
What is Wave?
• Wave is a global social media study.
• Is a quantitative survey to active Internet users, conducted with UM’s in-house research
system, Intuition.
Why the Active Internet User?
• Active Internet Users are those that use the internet every day or every other day.
• Social media is driven by Active Internet Users.
• They drive adoption of platforms and tools and they will determine which tools and
platforms become dominant.
The business of social | Social media tracker 2012
What is Wave?
• Wave is a social media study.
• Wave has retained the same methodology from Wave 1 to Wave 6, enabling comparison across
Waves. Spain was included since the Wave 1.
• All research is conducted by the EMEA Research team in collaboration with the UM network of
agencies.
• The survey is carried out using UM’s in-house research system, Intuition.
• We have surveyed 41,738 16-54 Active Internet Users in 62 countries.
• This year in Spain a total of 1,092 interviews were conducted.
• All surveys are self-completed and the data collected is purely quantitative.
Why the Active Internet User?
• Active Internet Users are those that use the internet every day or every other day.
• Social media is driven by Active Internet Users.
• They drive adoption of platforms and tools and they will determine which tools and platforms
become dominant.
The business of social | Social media tracker 2012
15 countries 7,500 respondents
21 countries 10,000 respondents
29 countries 17,000 respondents
38 countries 23,200 respondents
62 countries 42,000 respondents
54 countries 37,600 respondents
October 1999: Launch
March 2002: Launch
January 2003: Launch
June 2003: Launch
September 2003: Launch
January 2004: Launch
December 2004: Launch
March 2005: Launch
August 2005: Launch
February 2006: Launch
September 2006: Launch
January 2007: Iphone Launch
January 2001: Launch
May 2003: Launch
August 2003: Launch
February 2004: Launch
January 2005: Launch
April 2005: First video uploaded to YouTube
August 2009: Xiaonei becomes RenRen
July 2008: Launch
October 2006: Launch
March 2007: Launch
April 2008: Facebook overtakes MySpace in popularity
August 2008: Over 100M users
October 2008: Launch September 2008:
First Android phone launch
Now more than 3.6Bn images on Flickr
June 2009: Launch
March 2009: Launch
April 2010: iPad released
July 2010: 100M check-ins
October 2010: “The Social Network” film released
March 2011: 100M members
June 2011: Over 200M tweets a day
December 2011: Over 845M active users
February 2010: Facebook mobile – 100M users
August 2010: Groupon is the fastest growing company of all time
December 2010: 100M users just 2.5 months after launch
April 2011: Valued at >$36Bn
June 2011: Launch
September 2011: QQ IM – over 700M active users
TEXTUAL
MOTIVATIONAL
SOCIAL
BUSINESS
INFLUENTIAL
VISUAL
The Story of Wave
November 2006: Launch
The business of social | Social media tracker 2012
The expanding Wave universe
Wave 1 Australia
China France
Germany Italy
India Japan Korea
Mexico Philippines
Russia Spain
UK US
62 countries
Wave 2 Australia
Brazil China
France Germany
Greece India Italy
Japan Korea
Malaysia Mexico
Pakistan Philippines
Russia Singapore
Spain Taiwan
Thailand UK US
Wave 3 Australia
Austria Brazil
Canada China
Czech Republic Denmark
France Germany
Greece Hong Kong
Hungary India Italy
Japan Korea
Mexico Netherlands
Pakistan Philippines
Poland Romania
Russia Spain
Switzerland Taiwan Turkey
UK US
Wave 4 Australia
Austria Belgium
Brazil Canada
China Colombia
Czech Republic Denmark Ecuador Finland France
Germany Hong Kong
Hungary India Italy
Japan Korea Latvia
Lithuania Malaysia
Mexico Netherlands
Norway Peru
Philippines Poland
Portugal Romania
Russia Singapore
South Africa Spain
Sweden Turkey
UK US
Wave 5 Algeria
Argentina Australia
Austria Bahrain Belgium
Brazil Canada
Chile China
Colombia Czech Republic
Denmark Ecuador
Egypt Estonia France
Germany Hong Kong
Hungary India Italy
Ireland (ROI) Japan Korea
KSA Kuwait Latvia
Lebanon Lithuania Malaysia
Mexico Netherlands
Norway Oman
Philippines Poland
Portugal Qatar
Romania Russia Serbia
Singapore Slovakia
South Africa Spain
Sweden Taiwan
Thailand Tunisia Turkey
UAE UK
Ukraine US
41,738 respondents
Wave 6 Algeria
Argentina Australia
Austria Bahrain Belgium
Brazil Canada
Chile China
Colombia Croatia
Czech Republic Denmark Ecuador
Egypt Estonia France Finland
Germany Greece
Hong Kong Hungary
India Italy
Ireland (ROI) Japan
KSA Kuwait Latvia
Lebanon Lithuania
Macedonia Malaysia
Mexico Netherlands
Norway Oman
Philippines Poland
Portugal Puerto Rico
Qatar Romania
Russia Serbia
Singapore Slovakia
South Africa South Korea
Spain Sweden
Switzerland Taiwan
Thailand Tunisia Turkey
UAE UK
Ukraine US
Vietnam
The business of social | Social media tracker 2012
Blogging: Declining or stabilising in many markets
QUESTION: “Thinking about using the internet, which of the following
have you used in the last 6 months?” - Read blogs / weblogs
Spain
63.6% 55.9% 60.3% 55.8%
3 4 5 6
Wave:
China 74.9% 75.7% 79.6% 81.4%
Russia 59.3% 54.6% 63.4% 52.4%
UK 50.7% 41.3% 40.8% 45.5%
Brazil 74.5% 70.9% 72.4% 67.9%
India 62.2% 63.1% 63.3% 55.6%
Italy 61.9% 51.0% 51.5% 51.7%
Germany 35.2% 36.3% 29.6% 39.3%
France 45.6% 50.2% 46.7% 43.9%
USA 45.6% 50.2% 46.7% 44.9%
Global
55.3% 60.6% 64.5% 63.2%
Wave 6 Wave 5 Wave 4 Wave
3
The business of social | Social media tracker 2012
Microblogging is still rising but is yet to be fully
understood globally
QUESTION: “Thinking about using the internet, which of the following have you
used in the past 6 months? – Used a micro blogging service (e.g. Twitter, Jaiku)”
Global
14.9% 33.2% 42.9%
Wave
4
Wave
5
Wave 6
4 5 6
Wave:
Spain
11.5% 19.1% 24.8%
USA 8.5% 18.8% 22.1%
China 26.3% 53.1% 71.5%
Russia 14.2% 19.9% 25.8%
UK 6.4% 19.3% 62.9%
Brazil 13.4% 43.9% 47.6%
India 24.4% 45.5% 42.9%
Italy 9.4% 11.1% 17.7%
Germany 6.2% 7.7% 15.9%
France 4.1% 8.8% 12.2%
The business of social | Social media tracker 2012
Growth in social networking has slowed
Global
45.1% 51.4% 61.4% 65.2%
Wave
3
Wave
4
Wave 5 Wave 6
Spain
29.9% 46.2% 55.5% 59.6%
USA 33.1% 48.3% 58.1% 64.5%
China 47.4% 51.4% 68.4% 68.9%
Russia 64.8% 66.1% 79.8% 77.1%
UK 53.4% 55.5% 58.6% 62.9%
India 51.4% 62.8% 72.5% 67.1%
Italy 24.0% 34.4% 53.9% 61.2%
Germany 27.2% 36.6% 37.8% 53.1%
Brazil 63.6% 53.9% 74.5% 74.3%
France 26.3% 43.4% 53.2% 53.5%
3 4 5 6
Wave:
QUESTION: “Thinking about the internet, which of the following have you done in the last 6 months?
- Manage a profile on an existing social network (eg: facebook.com)”
CONSUMERS IN SOCIAL MEDIA
The business of social | Social media tracker 2012
Are we abandoning the brand website? -Global-
60%
65%
70%
75%
80%
85%
90%
Wave 3 2008 Wave 4 2009 Wave 5 2010 Wave 6 2011
QUESTION: “Thinking about using the internet, have you visited
an official company/brand website in the past 6 months?”
13%
decrease
in 4 years
Base Global: 41,738
The business of social | Social media tracker 2012
This is clearer amongst the youngest audiences -Global-
60%
65%
70%
75%
80%
85%
90%
Wave 3 2008 Wave 4 2009 Wave 5 2010 Wave 6 2011
16-24 25-34 35-44 45-54
QUESTION: “Thinking about the internet, have you visited
an official company / brand website in the past 6 months?”
Base Global: 41,738
The business of social | Social media tracker 2012
Hipothesys Brands have a great opportunity if
they understand the nature of the social
media environment where they are
acting, and if they figure out which is
their relevance in these environments.
The business of social | Social media tracker 2012
People are concerned but also too attached -Spain-
+3%
+17%
Social networks are
integral to my social
life
I am concerned
about the amount of
personal data online
65%
45%
Base Spain: 1,092
The business of social | Social media tracker 2012
Spending more time than ever on social networks -Spain-
QUESTION: “Approximately how much time did you spend consuming
the following media in the last 7 days?” - Hours per week
Television
Radio
Magazines
Newspapers
Internet
Social networks
Microblogging sites
Mobile phone
Blogs
Video sites
9
9
5
5
3
4
4 5
13 13
6 6
5
9
4 5
6
8
4 6
Everyone
16-24 year olds
3
5
Base Spain: 1,092
Base Spain 16-24: 230
The business of social | Social media tracker 2012
Sharing with more people than ever before -Global-
0
10
20
30
40
50
60
70
80
Wave 3 2008 Wave 4 2009 Wave 5 2010 Wave 6 2011
Ave
rag
e n
um
be
r o
f p
eo
ple
QUESTION: “Approximately how many people do you stay in contact with
in your personal life through the following means?”
Social networks
Instant messenger
Forum/Message board
My personal blog
Phone
Face to face
Text message (SMS)
Post/Letter
Base Global: 41,738
The business of social | Social media tracker 2012
And people are still sharing personal data -Spain-
QUESTION: “What have you done with your social networking profile?,
amongst those who have used a social network in the past 6 months”
8%
12% 13% 13%
16%
18%
21%
24% 25% 25%
28% 28% 30% 31% 32% 32%
33%
42%
42%
44% 45%
49%
Message
friends
Update
my profile
Upload
photos
Find old
friends
Play
Games Find
new friends
Used
live chat
Used a
“like”
button
Display
my interests
Join
a group Removed
Someone
from my
friend list
Join an
Interest
group or
cause
Upload
videos
Write a
blog
Affiliate
with or
become
fan of a
brand
Shared
Your
location
Make
Contacts
for work/
Professional
reasons
Purchased
something
Organise
events Dating Join a
Celebrity
group
19%
27%
29%
43% 44% 44%
47%
49%
45%
Update
my status
Are too many brands in Social Media: 51%
Base Spain: 1,092
The business of social | Social media tracker 2012
SELF-IMPROVEMENT
Share knowledge
Learn something new
Manage my life better
ENABLEMENT Make contacts for work
Make money
Change opinions
“Hang Out” or waste time
FUN
Express yourself
Stay in touch with friends
CONNECTION
Seek other
people’s opinions
Meet new people
Share new experiences
Keep up to date
QUESTION: “Which of these online applications [Social networks
e.g. facebook.com] does a good job when you want to…?” - By country
Social network’s power differs across the world
Base Global: 41,738
The business of social | Social media tracker 2012
Forums
Change Opinions: 56%
Seek others opinions: 54%
Share Knowledge: 48%
Learn Something New: 44%
Official brand websites
Learn Something New: 30%
Keep up to date: 27%
Make Money: 19%
Make contacts for work: 16%
Blogs
Express Yourself: 63%
Share Knowledge: 59%
Seeks others opinions: 58%
Be creative: 54%
Photo/Video sites
Hang out or waste time: 64%
Have fun: 63%
Be creative: 50%
Share new experiences: 41%
Microblogging
Express yourself: 91%
Stay in touch with friends: 88%
Seek others opinions: 85%
Have fun: 85%
Social networks
Stay in touch with friends: 90%
Meet new people: 80%
Hang out or waste time: 75%
Have fun: 70%
Not all social platforms are born equal -Spain-
Base Spain: 1,092
MICROSOFT’S EXAMPLE
The business of social | Social media tracker 2012
The Cloud
The business of social | Social media tracker 2012
WAVE 5: Microsoft Workshop – Day 1
The business of social | Social media tracker 2012
WAVE 5: Microsoft Workshop – Day 2
BRANDS AND SOCIAL MEDIA
The business of social | Social media tracker 2012
Think about social experiences first
I want no interaction
Access to news about new developments
Discount vouchers
Access to fun and entertaining content
An opportunity to learn something new
A personal response to my issues/complaints
Access to unique sponsored events or competitions
An opportunity to develop my skills
The ability to communicate and share experiences with others
Tools to help me express my creativity and make something worth sharing
To be part of a brand community
The ability to influence product development HIGH INVOLVEMENT
LOW INVOLVEMENT
The business of social | Social media tracker 2012
To meet our objectives -Spain-
QUESTION: “Thinking about the interactions that you have indicated you would like to have with companies
that make computer software, companies that make computer hardware, companies that are involved in the
fashion industry and companies & artists that make & distribute music, which interaction is best…?”
Access to
breaking
news or
product
launches
Ability to
contact
companies
& influence
product
development
Opportunity
to learn
more
Opportunity
to develop
skills
Communicate
& share
experiences
Tools to
express my
creativity
& make
something
worth
sharing
A personal
response to
my issues /
complaints
Access to
fun &
entertaining
content
Access to
unique
events or
competitions
Discount
vouchers
To be part of
a brand
community
Base Spain: 1,092
The business of social | Social media tracker 2012
Stay Ahead: New products: 64%
Learn 58%
Many brands in Social Media: 34%
Influencers: 28%
Creativity: Get free content: 43%
Product Development 22%
Develop my skills: 18%
Friends and Fun: Associate something cool: 26%
Have fun: 42%
Friends recommendation: 27%
Keep in touch: Share with others: 46%
Read a regular blog: 25%
I am influenced by others: 20%
That experiences should meet consumer needs -Spain-
Base Spain: 1,092
CONNECTING WITH SOCIAL
EXPERIENCES
The business of social | Social media tracker 2012
People have many ways to connect with the internet -Spain-
Own Have used to access the internet
8.2
4.5
Laptop /
netbook PC
Smartphone
(eg: iPhone)
Mobile
phone
Internet-
connected
TV
Portable
MP3 / video
player
Desktop
PC
Tablet
device (eg:
iPad)
E-book
reader (eg:
Kindle)
Games
console
Portable
games
console
QUESTION: “Which devices do you own and which have you used to access the internet in the last 6 months?”
Average number of devices owned
and used to access the internet
Base Spain: 1,092
The business of social | Social media tracker 2012
Smartphone penetration is growing rapidly
% own a smartphone
>60%
50-60%
40-50%
30-40%
<30%
38%
37%
43%
59%
28%
8%
62
%
40%
2
0
%
37%
2
9
%
23%
28
%
45%
35%
27
%
37%
44%
53%
42% 39% 22%
27%
9%
33% 47%
40%
25
%
18% 43%
44%
67%
43%
43%
34%
38%
37% 59%
61% 22%
44%
38%
41%
42%
24%
34% 11% 28%
45% 45%
26% 37%
36%
20% 25%
29%
36%
16%
24%
34% 45%
31%
11%
QUESTION: “Which of the following devices do you own?” Smartphone (e.g. iPhone, Blackberry etc.)
Base Global: 41,738
The business of social | Social media tracker 2012
With tablet penetration slowly catching up
18%
19%
14%
33%
10%
5%
11%
11%
2
0
%
15%
2
9
%
5%
34
%
16%
12%
12
%
12%
14%
12%
11% 13% 11%
4%
21%
17%
12%
10%
8% 20%
20%
28%
19%
12%
22% 19%
17% 32%
16% 8%
14%
11%
14%
11%
6%
8% 2%
6%
10% 18%
12% 37%
9%
6%
5%
5%
5% 6% 6%
6% 11%
12%
14%
11%
% own a tablet device
>20%
15-20%
10-15%
5-10%
<5%
QUESTION: “Which of the following devices do you own?” Tablet device (e.g. iPad, Samsung Galaxy etc..)
14%
Base Global: 41,738
The business of social | Social media tracker 2012
PC, the most versatile to access the internet -Spain-
Read blogs Post/write on a blog
Upload photos to photo sharing site
Watch video clips online
Shared a video with a friend
Download a podcast
Download video podcast
Managed a social network profile
Visited a friend's social network page
Used instant messenger
Visited a company/brand website
Used search engine
Wrote/sent a message on microblog
Read a message on microblog Visited a forum Sent a text message
Downloaded & used an app
Used a cloud-based music reccommendation service
Take part in multi-player game online
Visited a professional social network
Joined an online community
Made a purchase
Watched live TV
Searched for a location
Read a digital newspaper/magazine
Read a book
Shared your location via location-based social network
Browsed the internet
Joined a group buying community
QUESTION: “Which activities have you carried out using each device in the past 6 months?”
Laptop /
notebook PC
Desktop
PC
Smartphone
(eg: iPhone)
Tablet
(eg: iPad)
Mobile
phone
E-book reader
(eg: Amazon kindle)
Internet-
enabled TV
Games
console
Portable MP3
/ video player
Portable
games
console
Everyone
Base Spain: 1,092
The business of social | Social media tracker 2012
Among the youngest mobility is a growing trend -Spain-
Read blogs Post/write on a blog
Upload photos to photo sharing site
Watch video clips online
Shared a video with a friend
Download a podcast
Download video podcast
Managed a social network profile
Visited a friend's social network page
Used instant messenger
Visited a company/brand website
Used search engine
Wrote/sent a message on microblog
Read a message on microblog Visited a forum Sent a text message
Downloaded & used an app
Used a cloud-based music reccommendation service
Take part in multi-player game online
Visited a professional social network
Joined an online community
Made a purchase
Watched live TV
Searched for a location
Read a digital newspaper/magazine
Read a book
Shared your location via location-based social network
Browsed the internet
Joined a group buying community
QUESTION: “Which activities have you carried out using each device in the past 6 months?”
Laptop /
notebook PC
Desktop
PC
Smartphone
(eg: iPhone)
Tablet
(eg: iPad)
Mobile
phone
E-book reader
(eg: Amazon kindle)
Internet-
enabled TV
Games
console
Portable MP3
/ video player
Portable
games
console
16-24 yo
Base Spain 16-24: 230
The business of social | Social media tracker 2012
Different devices for different things
-Spain-
QUESTION: “You have indicated you own these devices, which of these devices do you
think does a good job when you to… Smartphone Owners vs. Tablet Owners.
Socialize with others
Be creative
Have fun/ Be entertained
Access Information
quickly
Read content
Manage my life
Relax
Hang out or waste time
Play a game Watch content
Make a purchase
Research something thoroughly
Ward Off Boredom Find your way
Get something done
Organize something
Explore the world
10%
15%
20%
25%
30%
35%
40%
45%
50%
55%
60%
65%
70%
75%
80%
17% 22% 27% 32% 37%
% S
mart
ph
on
e O
wn
ers
% Tablet Owners
Learn Something
new
Base Spain: 1,092
The business of social | Social media tracker 2012
Impact of devices on media consumption -Spain-
1
2
3
4
5
6
7
8
9
10
11
12
13
14
1 2 3
Ave
rag
e h
ou
rs s
pe
nt
co
nsu
min
g m
ed
ia in
la
st
7 d
ays
Number of devices used to access the internet
QUESTION: “Approximately how much time have you spent consuming the
following media in the last 7 days by the number of devices used to access the internet”
Browsing the
internet
TV
Social networks
Magazines
Newspapers
Base Spain: 1,092
The business of social | Social media tracker 2012 QUESTION: “You have indicated you own these devices,
which of these devices do you think does a good job when you to…”
INFORMATION
ACTION
FUN
ORGANISATION
Learn Something New
Access Information Quickly
Research Something Thoroughly
Get Something Done
Make a Purchase
Watch Content
Explore the World
Around Me
Read Content
Find My Way
Be Creative
Organise
Something
Manage My
Life
Play a Game
Have Fun/ Be Entertained
Ward Off Boredom
Hang Out or Waste Time
Socialise With Others
Relax
Connecting devices to experiences
Base Spain: 1,092
BUSINESS OF SOCIAL: ROI
The business of social | Social media tracker 2012
The importance of metrics
The business of social | Social media tracker 2012
Interaction Time
+1
The business of social | Social media tracker 2012
Baseline
Reach
Impact
on brand image
GRPS
Sales Impact
Halo effect Ad stock
Copy Uplift
Half Life
OTS
Synergy
The business of social | Social media tracker 2012
Offline: 20% Online 50-70% decay
Source: FMCG brand
How Buzz behaves
Source: Radian 6 & UM Metrics
The business of social | Social media tracker 2012
Beverages Fashion Financial Services
Automotive Tech Retail Travel
19%
29%
20% 22%
17%
24%
% of online buzz directly attributable to media investment
The magic number
Source: Radian 6 & UM Metrics
The business of social | Social media tracker 2012
44% 12%
19%
11%
19% 4%
37%
12%
How the Earned – Paid – Owned are related
€
www €
www
Source: Radian 6 & UM Metrics
The business of social | Social media tracker 2012
Source: Radian 6 & UM Metrics
But what makes our campaign shine is the online strategy
0,61 0,67
0,11
1,5
TV is a reliable way to generate online buzz….
The business of social | Social media tracker 2012
0,0
5,0
10,0
15,0
20,0
25,0
30,0
19/0
5/08
-25
/05/
08
23/0
6/08
-29
/06/
08
28/0
7/08
-03
/08/
08
01/0
9/08
-07
/09/
08
06/1
0/08
-12
/10/
08
10/1
1/08
-16
/11/
08
15/1
2/08
-21
/12/
08
19/0
1/09
-25
/01/
09
23/0
2/09
-01
/03/
09
30/0
3/09
-05
/04/
09
04/0
5/09
-10
/05/
09
08/0
6/09
-14
/06/
09
13/0
7/09
-19
/07/
09
17/0
8/09
-23
/08/
09
21/0
9/09
-27
/09/
09
26/1
0/09
-01
/11/
09
30/1
1/09
-06
/12/
09
04/0
1/10
-10
/01/
10
08/0
2/10
-14
/02/
10
15/0
3/10
-21
/03/
10
19/0
4/10
-25
/04/
10
24/0
5/10
-30
/05/
10
28/0
6/10
-04
/07/
10
02/0
8/10
-08
/08/
10
06/0
9/10
-12
/09/
10
11/1
0/10
-17
/10/
10
15/1
1/10
-21
/11/
10
20/1
2/10
-26
/12/
10
24/0
1/11
-30
/01/
11
28/0
2/11
-06
/03/
11
04/0
4/11
-10
/04/
11
09/0
5/11
-15
/05/
11
Negative Ingredient (Posts) Brand Preference (%)
Conversations have an impact on brand health.
Source: Radian 6 & UM Metrics
The business of social | Social media tracker 2012
Buzz is additional time
with users
2011YTD Blogs, Forums, News
and Twitter generated 3,122
hours of conversation with
consumers
Buzz is earned media
This represented a total
of 165,452€ Earned
Media
Buzz is Reach
3713 GRPs invested by a
retail company in 2011
generated 207 Buzz
GRPs
Transforming Buzz to Media Metrics.
Source: Radian 6 & UM Metrics
The business of social | Social media tracker 2012
R2 = 84%
Including Buzz on the planning and modeling tools
Media 1 investment
Media 2 investment
Modeled Sales
Actual Sales
Quantifying to improve
Source: Radian 6 & UM Metrics
The business of social | Social media tracker 2012
0
20
40
60
80
100
120
140
PO
ST
S
Sales Modeling
Base Unexplained Events Video Youtube Uploaded
Video Youtube 2 uplodaded TV GRPs Radio GRPs
Online GRPs
How the media mix impact on sales
Source: Radian 6 & UM Metrics
The business of social | Social media tracker 2012
Business of Social
44% 12%
19%
11%
€
www
13%
Source: Radian 6 & UM Metrics
The business of social | Social media tracker 2012
The business of social | Social media tracker 2012
We are different!
The business of social | Social media tracker 2012
It’s the dialog that brands and consumers establish.
It’s learning to communicate with them and providing value.
Not loosing the chance to connect.
The importance about Social Media isn’t
the Media.
The business of social | Social media tracker 2012
Hypertargeting
The business of social | Social media tracker 2012
The Future
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WRAP UP
The business of social | Social media tracker 2012
“Is Social Media working for you?
Or
are you working for Social Media?”
The business of social | Social media tracker 2012
To know more:
Twitter:
https://twitter.com/#!/UMSpain
Facebook:
http://www.facebook.com/#!/pages/UM-Spain/328887127152662
YouTube:
http://www.youtube.com/user/UMWWSpain