Social Media usage still growing in Ireland

According to a recent survey by Ipsos/MRBI, social media in Ireland is alive and well with healthy levels of account ownership and daily usage rates across all platforms. If your organisation is not already on social media, you are missing a tremendous opportunity to connect and engage with your audience. In this article. I summarise the latest usage statistics and provide some food for thought when it comes to formulating your own social marketing plans.

The full Ipsos/MRBI report may be accessed here: Social Networking Tracker June 2018

Key findings

  • In terms of account ownership, Facebook remains Ireland’s most popular social media platform at 66%, no change on the previous quarter.  
  • Instagram increased 5% to 39%, the largest growth rate of any of the social networks.
  • Linkedin and twitter experienced identical increases of 3% to 33%.
  • Google and Pinterest grew 2%  to 24% and 23% respectively.

Daily Usage of Social Media in Ireland

The table below summarises daily usage of social media in Ireland for the quarter ending June 2018 compared to the previous quarter. Source: Ipsos/MRBI

Social Media PlatformDaily Usage June 2018
Facebook66% (-3%)
Google25% (+1%)
Instagram65% (+7%)
Linkedin23% (+10%)
Pinterest18% (+5%)
Twitter43% (+7%)

Implications for your social media strategy

Daily usage has increased across all social media except Facebook which has declined 3% on the previous quarter however as Facebook’s ownership remains high, it would be wise to at least consider it as part of your social media strategy.

For image-friendly products and services Instagram is gaining ground rapidly, boosted last year by the launch of its live streaming facility via Instagram Stories. Instagram also has business profiles, which heavily mirrors Facebook’s business profiles complete with a “contact’ call-to-action, allowing users to email, call or text the business. 

Linkedin remains more popular as ever with daily usage increasing by 10%. Predominately used for online networking and promoting your personal brand, Linkedin works best when used in tandem with networking in real life!

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 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.

Food for thought

Social media accounts may be ‘free’, however it takes time, resources and some creativity to implement an effective strategy despite all the smart management and monitoring tools available.  Think carefully about how many channels you can practically and proactively manage in terms of budget, resources and content generation.

Your hard won community of 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.  Don’t just sell, add some value.  Make it worth their while to follow you. Get this right and your army of followers will respond in kind.

Top 5 rules for success

  1. Research your audience and match your choice of social media to your 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 channel.
  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 June 2018 IPSOS / MRBI

About the author: Suzanne Shaw, MBA, is an independent marketing professional with 20 years’ experience in developing 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.