Latest stats on social media usage in Ireland – Q2 2016

Social Media Usage in Ireland IPSOS MRBI

Social Media Stats July 2016

Figures monitoring social media account ownership in Ireland show a drop in the percentage of people with Twitter accounts in the three months from April to July 2016.

The July Social Networking Tracker, compiled by IPSOS MRBI, shows no change in ownership for Facebook, Instagram & Interest however both Twitter and Google figures have declined.

Key findings

  • Facebook remains the dominant social media  platform. 64% of  the Irish population have a Facebook account. No change on the previous quarter.
  • Linkedin usage is up 2% from 25 to 27%.
  • Instagram and Pinterest remains constant at 23% and 16% respectively
  • Twitter account ownership has declined 3% on the previous quarter from 29 to 26% .
  • Google account ownership is also down one percentage point to 26%.

Implications for your social media strategy

With Facebook reaching 64%  of the Irish population it would be prudent to consider it as a fundamental part of your social media strategy regardless of product, service or sector.

As regards the other platforms, don’t rush to have a presence everywhere. Pause awhile. Do your research and find out which social media channels are potentially relevant to your customer base. Take the time to listen to what your customers are saying and where they are saying it. Be selective. Pick those 1, 2 or 3 channels that resonate most with your community.

Your fans, followers, customers now expect a social media presence however, its not just a case of ‘build it and they will come’. Your community expects you brand to be responsive and engaging….to add value.  Get it right and they will respond in kind.

The tools mentioned above may be free however it takes time, resources and some creativity to implement an effective strategy.  You need to find that sweet spot between relevance and practicality. How many channels can you proactively manage?

Takeaways

  • Match social media to target demographic
  • Don’t just exist on social media – engage
  • Create  content that is relevant, useful and shareable
  • Always remember that you are dealing with a person. Failing to listen and respond on social media = #fail

About the author: Suzanne Shaw, MBA, is an independent marketing professional with 20 years’ experience in developing and implementing business development, marketing and communications strategies, working in a wide variety of sectors and businesses, from professional services to SMEs to not-for-profits. Suzanne is first and foremost a practitioner and enjoys the challenge of designing and implementing effective, practical marketing strategies  working on a project basis or collaborating with in-house teams.

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