73% of online adults now use social networking sites.
That’s almost three-quarters of the people roaming the internet at all hours of the day and night. That’s impressive. . . and important. But you already knew that. Sure we all complain that Facebook is hiding our posts and Tweets don’t get the RT’s they used to and Pinterest is great if you sell home goods but. . .
Forget the but. Social media usage is on the rise and marketers will have to find a way to stay visible. Let’s look at some of the data from the Pew Internet and American Life Project: Social Media Update 2013.
What’s really amazing is the increase in the number of seniors. 45% of those 65 and older are checking Facebook on a regular basis. That’s up from 35% last year.
The 18-29’s have a lock on Facebook but their numbers aren’t increasing. Facebook has 84% of that population and holding steady.
Measuring as a percent of all only adults, there are more women than men on Facebook. Most live in an urban area, have some college education and make between 0 and $49,999 a year.
Of all the social media sites, Facebook is still the most engaging. 63% of users say they check the site daily. Even better for marketers, 40% log on multiple times a day. Only 14% say they pop in less than once a week.
Those are great numbers for Facebook but not so much for marketers. The majority of users only look at their feed once, which means you have an extremely limited window to get your post in front of them. That’s assuming that you even make it to their main newsfeed. The logical solution would be to post something new every half hour so you have a better chance of landing above the newsfeed fold but in reality, that level of posting would probably drive customers away, not real them in.
Really, the only way to make sure people see your posts is to become a Facebook destination. For example, my favorite grocery store is now posting excellent digital coupons on a regular basis. I rarely see their posts in my feed but I make it a point to visit their page so I don’t miss out.
Coupons and giveaways aren’t the only way to reel customers in. Any helpful or entertaining content will work. It just had to be regular and memorable. Easy, right?
The most telling Facebook fact in this whole report is that it is the social media network of choice. Among people who only use one service, 84% are on Facebook.
There’s no escaping it. We all still have to use Facebook to promote our businesses. We just have to get more creative with the “how.”
Tomorrow, we’ll look at the other social networks in this study, so ya’ll come back now ya hear.