Social Media and the Majority

Posted by on Jun 8, 2011 in ComLead, Integrated Marketing Communication, Managing Not-For-Profit Organizations

It should come as no surprise that most Americans are using social media. That includes Facebook, Twitter, LinkedIn, MySpace and more. What was surprising about this was how significant the gap between Facebook users and other types of social media is. Although Twitter has a brand familiarity of 92% in the United States, only 8% of the population uses it. It seems like there needs to be two categories when approaching social media: Facebook and everything else.

Another interesting finding of the study involved users and brand interaction. Facebook is the social media website that majority of users 12+ turn to in order to interact with brands and companies. Of social media users, 72% said that there was not one social media site that influenced purchasing decisions, but 24% said Facebook was the leading social network to influence buying decisions.

The first audience that comes to mind for this information is local businesses and non-profit organizations. In Buffalo, buying local is a big trend. According to this data, a good place to start with social media would be Facebook. With the various social media platforms, choosing which to adopt and incorporate into a marketing plan can be a challenge. The diffusion of innovation curve tells us that there are innovators, the majority and laggards. It is clear that Facebook is no longer for the computer elite. Although social media should not be the only focus when advertising, it would be unreasonable to ignore the 80% of people who use it to interact with brands and companies- potentially your brand and company.

Leave a Reply

Your email address will not be published. Required fields are marked *