Nielsen, a global leader in measurement and information, has just released their State of the Media Social Media report for 2012. What does this mean for you and how can you use this information to optimize your social media presence and content marketing plan for 2013? Below we outline 5 key findings from the report, what you should do to take advantage of them and how optimize your brand for 2013.
1. Social media is coming of age.
No longer a new phenomenon, social networking has become a part of our daily lives on a global scale. People spend more time on social media networks than any other type of site: 20% of their time on PCs and 30% of their time on mobile.
> What this means for you: If you haven’t already established a solid presence for your brand/business online, now is the time to do it. Make sure you have a presence on Facebook as people spend 17% of their time on that social network alone. Here are some helpful articles for getting started:
2. More and more people are spending time online and for longer amounts of time.
Total amount spent online is up 21% from 2011 and mobile web use is up 82% and mobile apps are up 85% while PC use is down 4%.
> What this means for you: Make sure your website is suitable for mobile viewing (see this article to learn how) and consider joining the mobile app market where applicable for your business.
3. The top social networks are as follows:
> What this means for you: Make sure you establish a presence on Facebook and strongly consider adding Pinterest, Google+ and even Tumblr to the mix as they are rapidly growing in popularity and, hence, effectiveness for your brand’s reach. Pinterest use is growing so rapidly, up 1,047% from last year, Nielsen spotlights its growth in their report. It has had the largest growth of any network. Here are some tips on how to get started with these networks and why you should, and here’s how to get started on Pinterest.
4. Social care.
47% of social media users turn to social networks for customer service. For some companies with a good presence online, the quickest way to get a resolution is to turn to Twitter or Facebook rather than picking up the phone. In addition, when asking a question on Twitter or Facebook, it often generates community discussion and you often get additional tips and solutions from other customers who have had similar issues.
> What this means for you: Make yourself available to your customers online and answer any questions they may have. Keep a list of questions your customers ask and make sure to have the answers online—website FAQs, blog posts or even video—perhaps the most popular mode amongst users.
5. Consumer decision journey.
The consumer decision journey is increasingly influenced by what the consumer reads, sees and hears on social networks from companies and from their trusted friends and networks.
Based on this information, what do you need to do for 2013 and how will you prioritize? Share your thoughts with us on the state of social media and these findings from the 2012 report.
Post by Charissa Grandin