Social Media Usage in Ireland – Q3 2018


Recent statistics monitoring social media released by IPSOS MRBI  allow us to compare social media account ownership in Ireland in November 2017 with the previous quarter August 2017.


Facebook remains Ireland’s most popular social media platform at 65%, an increase of 1% on the previous quarter.  Instagram account ownership has seen the largest increase  of 5% to 32%.  Over 600 thousand adults aged 15+ in the Republic of Ireland use Instagram on a daily basis. Whilst Instagram is gaining ground, Linkedin activity has stayed at the same level as the previous quarter.


Key Findings – Account Ownership in Ireland

  • Facebook remains Ireland’s most popular social media platform at 65% an increase of 1% on the previous quarter.
  • Instagram has seen the largest increase of 5% to 32%.
  • Linkedin remains the same as the previous quarter at 27%
  • Twitter has increased 1% to 29%
  • Google+ is down 4% to 20%


Implications for your social media strategy

As Facebook’s ownership and daily usage is 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.  Make it worth their while to follow you. 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.  Think carefully about how many channels you can practically and proactively manage?

Top 5 Rules

  1. Research your audience and match your choice of social media to that target demographic
  2. Don’t just broadcast on social media – engage, it’s a conversation!
  3. Create content that is relevant, useful and shareable.
  4. Don’t just create content, create contentment. That rule of marketing remains the same regardless of the medium used.
  5. When communicating via social media you are dealing with a person. Neglecting to listen and respond is always a #fail


Full report: Social Networking Tracker November 2017 IPSOS / MRBI


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, for assistance in developing a practical, proactive approach to your business’ marketing activities.