The success of the extraordinary online campaign that helped Rage Against the Machine pip Joe McElderry to this year's Christmas number one record is no one-off. New research published today by Euro RSCG Biss Lancaster amongst 1200 UK social media users reveals that more than 40 per cent say they feel less inhibited online. A quarter admit to having lashed out online about companies or brands, 16 per cent at their employers and 17 per cent have lashed out about their friends. Fourteen per cent have even posted compromising photos or information - rising to 19 per cent for men who seem more uninhibited than women online.

Commenting, Graham Lancaster of Euro RSCG Biss Lancaster says, 'The message for business - be it the record industry, banking or consumer goods - is look out! Social media has given ordinary people the power to change things. The day of the compliant consumer and deferential citizen is over. And it's a warning for politicians too. People online are far less inhibited about speaking out individually and en masse, and online communities are growing. Over a third of all the time spent socialising is now online for those we surveyed - up 10 per cent on a year ago with a third expecting this trend to continue.'

Other highlights of the research include the belief amongst those surveyed that electronic media and social networking have for many led to greater political and humanitarian engagement. Twenty seven per cent say it has increased their knowledge of other parts of the world, 22 per cent about global humanitarian issues and 22 per cent about British political issues. As an example of this Euro RSCG Worldwide created 'tck tck tck', a global online campaign to help deliver a strong climate deal at Copenhagen: taken up by leading NGOs, companies and individuals across the world it has to date achieved over 15 million signatories in a mass online collaborative petition.

Research conducted for Euro RSCG Biss Lancaster by 72 Point Ltd amongst 1200 UK social media users, end November 2009.

This Social Media news release is available at: -
http://blogit.realwire.com/?ReleaseID=14684