Figures monitoring social media account usage in Ireland show a marked rise in the percentage of Facebook account holders, already the most dominant social media platform from Q2 ro Q3 2016.
The October 2016 Social Networking Tracker, compiled by IPSOS MRBI, reports an increase in ownership of the major social networking platforms Facebook, Instagram, Linkedin and Google + with no change in Pinterest ownership. Twitter, the micro blogging platform, has decreased 1% this quarter and is down 6% since the beginning of 2015.
- Facebook remains the dominant social media platform. 67% of the Irish population have a Facebook account, an increase of 3% on the previous quarter.
- Linkedin usage is up 1% from 27 to 28%.
- Instagram increases 2% to 23%.
- Google+ account ownership has increased 1% to 27%.
- Twitter account ownership has declined 1% on the previous quarter from 26 to 25% .
Implications for your social media strategy
With Facebook reaching 67% of the Irish population, it would be wise to at least consider it as a fundamental part of your social media strategy regardless of product, service or sector.
As regards 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/client base. Take the time to listen to what your target audience is 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, clients expect a social media presence however, it’s not just a case of ‘build it and they will come’. Your community demands that your brand be responsive and engaging….to add value. Get it right and your army of followers will respond in kind.
The tools mentioned above may be free however it takes time, resources and some creativity to implement an effective, consistent strategy. With the help of some trial and error you will find that sweet spot between relevance and practicality. Think carefully about how many channels can you practically and proactively manage?
- Research your market and match your choice of social media to that target demographic
- Don’t just exist on social media – engage. It’s a conversation!
- Create content that is relevant, useful and shareable.
- When you are communicating on social media you are dealing with a person. Neglecting to listen and respond is a #fail
For further information visit the IPSOS MRBI site
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.