Seven findings from Nielson and McKinsey’s Social Media Report (where consumers were surveyed to learn how they use social networks) are: more time is invested on mobile devices, Pinterest use continues to increase, social networking produces positive sentiments, Twitter impels social television, social care is the new customer care, social ads get mixed feelings, and social listening is a consumer activity.
Even though computers are still the most used device, the study revealed an increase of 63 percent compared to 2011. In addition, 43 percent use smartphones while 16 percent use mobile tablets. Marketers need to focus on prioritizing mobile content, because consumers are using their mobile devices to access social media.
Pinterest continues to grow since its start in 2011. The platform experienced the highest increase of any social network on all devices (PC, mobile web, and apps). It continues to be the most popular social networking platform among consumers. Marketing companies need to focus on product photography so Pinterest shoppers can pin and buy your product. Don’t forget to engage those who are pinning your pictures.
Seventy six percent of participants said they experience positive feelings after engaging in social networking. They used words like: informed, energized, excited, connected, and amused. Compare that to the 21 percent who reported negative sentiments. Marketers should collect and study sentiment data to help produce sentimental content.
People continue to tweet about what they watch on TV while simultaneously watching the programs. In 2012, twitter users who tweeted about TV-related content increased 26 percent in six months’ time. Marketers need to align their marketing strategies to include hash tags and tweetable sound bites in advertising on TV and other social media.
Social care is what consumers are expecting. The study revealed that one out of three social media users prefer social care to phone calls. Marketers need to focus on social care to stay ahead of the competition.
The reaction to social ads is mixed. While 33 percent of people find social network ads annoying 26 percent are more likely to pay attention when ads are posted by friends. Marketers should concentrate on relevant and targeted ads on social media to increase brand visibility.
The majority of social media users are listening to consumer’s experiences. They look for more information about brands, products, and services. Marketers need to educate consumers with fascinating content while focusing on maintaining strong social media relationships with followers and keep your brand image positive.
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