Social Media Use is Soaring – Time to Reconsider Your 2013 Strategy [Report]

ChrisSyme
Chris Syme Owner/Partner, CKSyme Media Group

Posted on December 4th 2012

Social Media Use is Soaring – Time to Reconsider Your 2013 Strategy [Report]

rising chartNielsen’s social media report for the third quarter shows some amazing growth in the use of social media. The report indicates that two factors are driving the change: more people are using mobile phones and tablets to access the networks and the proliferation of new social platforms. Two areas where social media is evolving: the phenomenon of multiple screening setting up what Nielsen calls the global living room and the use of social media as a customer care channel.

The numbers show some interesting trends:

  • More people are connecting to the internet for longer periods of time. The highest increase? Use of mobile apps—up 85% from last year.
  • Mobile apps also account for the place where minutes on the internet have increased the most.
  • Even though PCs still account for the majority of time spent on social media networks (61%), the use of mobile apps has climbed to claim 34% of the total time spent on social networks.
  • A look at the top networks? Facebook down 4% and Pinterest up a whopping 1,047%. Google Plus also making significant gains in the last year—up 80%. Twitter up 13%. However, to temper that news, Facebook still dominates the number of total minutes people spend online.
  • The Pinterest audience has some unique audience characteristics: dominantly white females in the U.S.
  • Weirdest stat: nearly 1/3 of those ages 18-24 social network in the bathroom.
  • Sentiment stat to watch: 76% of social users feel more positive after their social networking experience. Could this be where people are going to get their motivational fix?
  • Twitter has emerged as the key drive of social TV interaction.

Looking at the numbers, there are a few keys questions organizations need to ask:

  1. Are we using responsive web design that automatically optimizes our content regardless of how people access our information? This is now a requirement of doing business on the web.
  2. Do we have a social presence on channels that match our customer demographic? Social media is following the cable TV trend—specialization. If your product is specialized to young mothers in the U.S., you should probably consider Pinterest. If you are advertising on TV, you might want to consider being on Twitter.
  3. Have you considered diversifying your content to include location-based campaigns if you are a walk-up retailer or have events? Promotions that take advantage of mobile access might be worth considering.

What other key takeaways do you see from the new data? It’s your turn to share in the comments.

ChrisSyme

Chris Syme

Owner/Partner, CKSyme Media Group

Chris Syme's latest book, Practice Safe Social, is a leading resource on how to use social media responsibly. Her agency, CKSyme Media Group specializes in crisis and reputation communications, training, and social media services. See her website at www.cksyme.com. Follow her on Twitter @cksyme

 

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Comments

Social media is clearly here to stay for the future. Take a look at our article below which offers what NOT to do from 2012 soical media blunders.

 

http://www.incitrio.com/blog/2012/12/04/what-your-company-can-learn-from...’s-top-social-media-disasters/

One key takeaway for organizations and brands is that social content should be at the heart of 2013 advertising and marketing programs. Not just hash tags in TV ads, but full integrated social hubs at the center of campaigns.

Along those lines, I just blogged about a few ways brands can use social curation for marketing: http://www.feedmagnet.com/blog/social-curation-for-brand-marketing/

Especially relevant given the trends toward social.

Thanks Chris, this information is very insightful!

Really interesting statistics! Mobile is important clearly. I know from analytics that we get a certain amount of visitors to our site www.branchingouteurope.com from a mobile device. This is why we use a mobile version of our site that is far easier to navigate and have more direct information.

Hi Chris,

Thanks for the rundown on the Nielsen's report.

In fact, I've just read the same report as part of my research before I penned my latest article about advertising on social media

I'd like to humbly add to the post in the way we need to approach, or reconsider our 2013 strategy. A very vital point is the role of big data and analytics that can change the way we thought about customer insight. Until now, Facebook and the likes haven't been particularly effective in this compartment. It has always been the strength of search engines like Google.

However, I think the change is fast approaching with the advent of mobile-ready social platforms (like the report has presented, and you very cleverly analyzed in the article, kudos!). The benefits of mobile is plentiful, not to mention very personal insights and geo-sensitive data.

Thanks Chris!

Samuel Chan
www.officialsamuel.com 

Thanks for adding your insight pn the report! I appreciate your expertise.

More and more people are now using social media.  Make sure that in the coming year you begin to tailor your marketing strategy to avid social media users.