Social Media – What Are The Options?
In the last decade or so, social media has really taken off and not just for personal use. The potential benefits of having millions or even billions of users/consumers spending hours and hours each day on a platform hasn’t gone unnoticed by businesses far and wide. And so, social media marketing has become an integral element of a business’ overall marketing strategy.
Let’s look at the stats of the 6 big hitters…
Stats courtesy of Brand Watch.
- Facebook adds 500,000 new users every day; 6 new profiles every second
- 72% of all online US adults visit Facebook at least once a month
- The average (mean) number of friends is 338, and the median (midpoint) number of friends is 200
- Half of internet users who do not use Facebook themselves live with someone who does
- Of those, 24% say that they look at posts or photos on that person’s account
- There are an estimated 81 million fake Facebook profiles
- The most popular page is Facebook for Every Phone, with 509,772,152 likes
- There are 40 million active small business Pages
- But only 2 million of those businesses pay for advertising
- Facebook accounts for 62% of social logins made by consumers to sign into the apps and websites of publishers and brands
- 500 million people visit Twitter each month without logging in
- There is a total of 1.3 billion accounts, but only 320 million are active
- Of those, 44% made an account and left before ever sending a Tweet
- The average Twitter user has 208 followers
- But 391 million accounts have no followers at all
- There are 500 million Tweets sent each day. That’s 6,000 Tweets every second
- Twitter’s top 5 markets (countries) account for 50% of all Tweets
- It took 3 years, 2 months and 1 day to go from the first Tweet to the billionth
- 65.8% of US companies with 100+ employees use Twitter for marketing
- 77% of Twitter users feel more positive about a brand when their Tweet has been replied to
- 300 hours of video are uploaded to Youtube every minute
- There are 3.25 billion hours of video watched each month
- More than half of YouTube views come from mobile devices
- The average mobile viewing session lasts more than 40 minutes
- The user submitted video with the most views is “Charlie bit my finger”, with 834,956,899 views
- On average, there are 1,000,000,000 mobile video views per day
- In 2014, the most searched term was music. The second was Minecraft
- 9% of U.S small businesses use Youtube
- You can navigate YouTube in a total of 76 different languages (covering 95% of the Internet population)
- There are 400 million Monthly Active Users on Instagram
- Over 80 million photos are uploaded each day
- There are 3.5 billion Instagram Likes per day
- More than 40 billion photos have been shared so far
- 90 percent of Instagram users are younger than 35
- When Instagram introduced videos, more than 5 million were shared in 24 hours
- Pizza is the most popular Instagrammed food, behind sushi and steak
- 32% of US teens cite Instagram as their favourite social network
- 176 million Pinterest accounts have been registered
- But only 100 million are active each month
- 42% of all online women use the platform
- The best time to Pin is Saturday from 8pm-11pm
- In 2014, male audience grew 41% and their average time spent on Pinterest tripled to more than 75 minutes per visitor
- 66% of content that users Pin comes from brand websites
- LinkedIn has 450 million members
- 100 million of those access the site on a monthly basis
- More than 1 million members have published content on LinkedIn
- The average CEO has 930 LinkedIn connections
- Over 3 million companies have created LinkedIn accounts
- But only 17% of US small businesses use LinkedIn
So, how do you choose which platform to focus on?
Well, firstly and most importantly, you want to be where your customers are. For example, if you are in the B2B space and your ideal customer is a large corporate company, then logically LinkedIn is where you are going to want to focus your efforts. In contrast, if your market are lovers of smoothies, you may want to be on Pinterest or Instagram sharing beautiful images or recipes. The key is to not waste time and energy in a place where your audience is not.
Another thing you definitely don’t want to be doing is spreading yourself too thinly across multiple platforms! I personally think two platforms to focus your attention on is enough. You should treat one as your primary platform and the other as a secondary platform.
Sharing is caring
We all have knowledge that someone else craves and we each have a duty to share said knowledge with the masses (at least in my humble opinion). But how much is too much? Well how long is a piece of string? Quite simply there is no precise science. Your business may warrant you sharing 2 things a week or 5 things a day. The important thing is that you are sharing valuable content. No one has time for waffle, but share something that is offering a solution to a problem and your tribe will love you forever.
With the Mark Zuckerbergs of this world, technology is constantly evolving. But with the evolution comes more and more noise. Though it is easy to create something online, it can be very difficult to stand out from the crowd. Knowing what to share and how to share it may seem like a misnomer, but it needn’t be. My three top tips for solving this riddle are:
- As already aluded to, always share valuable content!
This is a sure fire way to build your following. Feel free to be opinionated or even controversial if it makes sense in your space. The internet is already so congested there is no need to rehash what already exists. Put your own spin on things, be you whilst helping others!
- Move with the times
Visual content is currently the ‘it’ or even ‘hit’ thing. People appreciate videos and live recordings so much that the likes of Facebook reward you for using it. Let your audience see the real you, hear your voice and share the passion that will naturally come across not only from your words but your body language. Many people are afraid to put themselves out there in that way, but really what is the worst that can happen? The longer you resist, the more opportunity your competition has to win over your audience with their visual content.
- Tweak and go
There is no magic formula when it comes to sharing content. What may work for one business may not work for yours, or indeed something that worked for you last month may not work six months later. You have to be willing to adjust and adapt. Enjoy the process and don’t give up.