There are some amazing stats which show how important social media is to the end user – this link is a great example which shows not only the raw numbers but also the velocity of the data vs. six months ago.
However, more important than raw numbers is a need to demonstrate the true role of social media in the marketing mix. Behaviours, trends, ethnographic studies and true analysis is needed before we can confidently start to show how important social media is for marketers. Intuitively we know that a better, deeper, longer lasting relationship with customers and consumers is a good thing and we see plenty of success stories in social media from brands who have (over?) invested or had great success in using the medium with a small budget. But how can you justify how the client’s dollar or your bosses budget be allocated?
The irony is that all these lenses can and should be applied to traditional marketing disciplines as well! TV, direct, search, experiential, PR, cataloguing, in-store, print, radio etc etc. As the media we consume starts to fragment, so does its influence on our buying decisions – let’s not let the big flashy numbers we see in social media get ahead of ourselves.
- Facebook claims that 50% of active users log into the site each day. This would mean at least 175m users every 24 hours… A considerable increase from the previous 120m.
- Twitter now has 75m user accounts, but only around 15m are active users on a regular basis. It’s still a fair increase from the estimated 6-10m global users from a few months ago.
- LinkedIn has over 50m members worldwide. This means an increase of around 1m members month-on-month since July/August last year.
- Facebook currently has in excess of 350 million active users on global basis. Six months ago, this was 250m… meaning around a 40% increase of users in less than half a year.
- Flickr now hosts more than 4bn images. A massive jump from the previous 3.6bn I wrote about [six months ago]
- More than 35m Facebook users update their status each day. This is 5m more than towards the end of July, 2009.
- Wikipedia currently has in excess of 14m articles, meaning that it’s 85,000 contributors have written nearly a million new posts in six months.
- Photo uploads to Facebook have increased by more than 100%. Currently, there are around 2.5bn uploads to the site each month – this was around a billion last time I covered this.
- There are more than 70 translations available on Facebook. Last time around, this was only 50.
- Back in 2009, the average user had 120 friends within Facebook. This is now around 130.
- Mobile is even bigger than before for Facebook, with more than 65m users accessing the site through mobile-based devices. In six months, this is over 100% increase. (Previously 30m). As before, it’s no secret that users who access Facebook through mobile devices are almost 50% more active than those who don’t.