Recent statistics monitoring social media released by IPSOS MRBI allow us to compare social media account ownership and usage in Ireland in the 12 months to April 2017. Facebook has shown the greatest decrease, however daily usage remains highest of all the platforms. Instagram is gaining ground and Linkedin activity is also up on the previous year.
Key Findings
- Facebook remains the dominant social media platform at 57%. This is a decrease of 5% from April 2016 with a high of 67% recorded in August 2016.
- Instagram has seen the largest increase from 23% to 28%
- Linkedin usage is at 28%, an increase of 2% on the previous year.
- Twitter account ownership has declined 4% to 25%
- Google+ account ownership down 6% to 21%
Daily Usage
Of those that have an account, daily usage is highest on Facebook at 72% followed by Instagram at 56%, twitter at 39%, Google+ at 20% and 11% on Linkedin.
Implications for your social media strategy
Facebook has seen a decline in the previous 12 months, however with daily usage by far and away the highest of any of the social media platforms, it would be wise to at least consider it as part of your social media strategy.
For photo-friendly products and services Instagram is gaining ground, boosted by the launch of a live streaming facility via Instagram Stories. See Instagram takes on Snapchat
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/prospects expect a social media presence however, it’s not just a case of ‘build it and they will come’. Your community demands that you are responsive and engaging. Add some value. Get this 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 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?
Top 5 Rules
- Research your market and match your choice of social media to that target demographic
- Don’t just broadcast on social media – engage. It’s a conversation!
- Create content that is relevant, useful and shareable.
- Don’t just create content, create contentment. That rule of marketing remains the same regardless of the medium used.
- When communicating via social media you are dealing with a person. Neglecting to listen and respond is a #fail
About the author: Suzanne Shaw, MBA, is an independent marketing professional with 20 years’ experience in developing business development, marketing and communications strategies, across a wide variety of sectors and businesses. Contact Suzanne here, should you need assistance in developing a practical, proactive approach to your marketing activities.
Suzanne Shaw Consulting 