New Rules for Business in the Social Media Age
Last Updated Sep 14, 2011 11:14 AM EDT
If you, or your company, still think of social media as optional, or
just "not for our customers," you should read this new Nielsen survey. It found:
Nearly 80% of online Americans are now using social media (blogs, Twitter, and social networking
Over 140 million Americans visit Facebook every month
Boomers are driving the growth of social networking on mobile devices
Given this tremendously wide adoption, all organizations, large or small, need to make social media
an essential part of their marketing and communications plan. But the question is, how?
I delved into the Nielsen data on social media usage and found six imperatives for marketers seeking
to communicate in the social media era:
1. Go where the attention is. Social media now fills 23% of the time Americans spend online, more
than email, games, or any other activity. As the top social networking site, Facebook consumes more
user time than any other website, capturing 890 million hours of attention in May 2011 alone. In
Dentists a Find A dentist world of fragmented media channels--from television to print to online--if
you want to compete for the attention of your customers, social media has to be included as a part of
your marketing strategy.
2. There is no "typical" social media user. For years, analysts have attempted to describe the ever-
evolving social media user: female, college-age, educated, coastal, technology-savvy, etc. The
surprising finding of the newest data is that there truly no longer is a "typical" user of social media.
The differences in social media adoption rates between men and women, white and non-white, rich
and poor, have flattened out to a matter of just a few percentage points. Young adults 18-34 are only
marginally more active on social media than their bosses and parents. Even Americans 65+ years
old are only 9% less Find A Dentist Near Me likely to be on social media than the average. The
mythical "digital generation" of young tech adopters has given way to a digital society.
3. Know your audience. Just because Americans of all stripes have adopted social media into their
digital behaviors, does not mean they are all using the same Web services equally. The fast-growing