Last week we assessed the uses of Social Media by small businesses, but this week we look at the users themselves. It is important for companies who target social networks to understand who the users are and what their needs are. This understanding helps them maximise on all marketing and communication efforts.
From: What Women Want from Social Sites (August 2009)
The statistics below show that 59% of women access their accounts multiple times a day.
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The table below clearly states the main reasons women in the US log onto social networks.
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However, even though the numbers show high levels of enthusiasm when it comes to social networks, women are highly concerned about the privacy factor.
- 93% of the respondents stated privacy settings are “very important”.
- 6% stated privacy as being “somewhat important”.
- 96% stated the ability to block specific users from contacting them, presumably also for privacy reasons matters.
From: Who Uses Social Networks and What Are They Like? (July, 2009)
- 52% of social networkers had friended or become a fan of at least one brand.
- 17% felt positive when seeing a brand on a social network.
- 19% felt negative when seeing a brand on a social network.
- 64% were neutral or didn't care about brands on social networks.
- 20% would like to see more communication from brands online.
- 35% would not like to see more communication.
- 45% were neutral or didn't care.
From: Finding Online Shoppers on Facebook (February, 2010)
Social Media also plays a large role in the retail industry. The diagram below shows the various mediums used by US Shoppers.
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Social marketing can serve several functions. From a business point of view, a brand marketers’ objective is to use Social Media to enhance engagement and buzz among their consumers. However, at the end of the day consumers always look for an incentive or a good deal. But many consumers are also interested in more engagement, which is what makes Social Media such a good medium for communication and marketing.
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From: What Social Followers Want (January, 2010)
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Earlier studies also indicate that exclusive deals and offers were the primary motivation of US Internet users following brands on Twitter.
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Respondents who friended a brand on Facebook or MySpace responded similarly, though they were more likely to become a fan because they were a current customer (32.9%) than were users of Twitter.
From Social Network Marketing Expands Sphere, (August 2009)
- 52% of social network users had become a fan or follower of a company or brand.
- 46% had said something good about a brand or company on a social networking website.
- Double the percentage (23%) had said something negative.
Therefore it is vital for businesses to share interesting content that users want, along with deals and discounts. This will ensure the engagement is maximised and create more brand awareness.
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