When it comes to marketing, most people are convinced that social media is the way to go. For years I resisted having a blog, but my 9-year-old convinced me to give it a try. While I agree that social media marketing is here to stay, there’s something to be said about the old-fashioned way of connecting with the marketplace.
According to Pew Research, in 2016:
- 68% of all online U.S. adults used Facebook;
- 32% of all online U.S. adults used Instagram;
- 29% of all online U.S. adults used Linkedin;
- 26% of all online U.S. adults used Pinterest; and
- 21% of all online U.S. adults used Twitter.
Most people tend to look at that data and ignore the fact that:
- 32% of U.S. adults do not use Facebook;
- 68% of U.S. adults do not use Instagram;
- 71% of U.S. adults do not use LinkedIn;
- 74% of U.S. adults do not use Pinterest; and
- 79% of U.S. adults do not use Twitter.
Visually speaking, when blue represents platform users, this really drives home the point that a large percentage of the marketplace may not be on the top five social media platforms, and a percentage will not be on any of those platforms.
This means focusing solely on social media for your marketing could cost you in terms of potential customers you haven’t reached and most likely won’t reach thanks to social media. But wait, that’s not the worst of it. Of those who are social media users, many of them aren’t daily users. Some are weekly users, and others are infrequent users.
- 76% of the U.S. adults who used Facebook logged in daily;
- 51% of the U.S. adults who used Instagram logged in daily;
- 42% of the U.S. adults who used Linkedin logged in daily;
- 25% of the U.S. adults who used Pinterest logged in daily; and
- 18% of the U.S. adults who used Twitter logged in daily.
The data also indicates that Facebook users use the other four social media platforms.
- 95% of Instagram users are also Facebook users;
- 89% of LinkedIn users are also Facebook users;
- 92% of Pinterest users are also Facebook users; and
- 93% of Twitter users are also Facebook users.
This translates into a much smaller reach on social media platforms than what you might have previously thought.
While it’s true that eMarket claims that 2017 will see 167.2 million Americans use Facebook at least once a month, the fact is that the percentage of posts from pages with more than 500,000 (that’s half a million) ‘likes’ whose message is making it into followers’ news feeds is at an all-time low of 2% for organic reaches (down from the 16% in 2012).
What does this mean for small businesses? It means while social media is a great place to stay connected to your social media savvy customers, your customer base is still out there in the real world.
So go out there and find your people. Tell them who you are and how they can connect with you on social media. Remember to keep it real.
Jenna Barrett Marketing