2010 experienced continued growth of social media outlets. Facebook grew from 400+ million users in February to over 500+ million users in July. The number of Twitter users in November 2010 was at 1.75 million. Reports indicate that the average Facebook user is logged in for about 51 minutes per day.
The younger generations seem to be very well connected particularly with Facebook and texting through the use of the latest smart phones. So, why all the fuss? In some social circles, it didn’t happen unless it had been posted on Facebook. A typical conversation may be something like…
Sarah: “Did you hear our friend is getting married?”
Kristen: “No, where did you hear that?”
Sarah: “I saw it on Facebook.”
Kristen: “I missed that!”
Sarah: “You can see her engagement pictures on Facebook?”
Kristen: “I’m going to look right now!”
The desire to constantly be in the know about what is happening in the social circle as well as up to date with what is “happening” drives this continuous cycle. Beyond basic communication, social media has become a form of entertainment kind of like watching television. It is a way to pass the time while riding in the car, waiting for other activities to happen or even in the middle of day to day events when there is a lull in the action of life. Doesn’t life have enough action in it anyway?
Texting is the method of choice for communication, followed by Facebook interactions. Why make a phone call, when you could carry on several text conversations at the same time? Checking the updates on a Facebook account or responding to a text can be done in quiet without others in the room hearing what you are saying.
Twitter use is increasing and particularly with following topics of interest by the user. It is a great way to get a continual stream of information from friends, about any possible topic of interest, sports team, celebrity or news of current events happening right now. The level of interaction depends upon the individual user.
Social Scanning is coming into popularity as people scan a code as a checkin and then may be awarded points. Checkins are posted to Facebook and Twitter at the same time. Smartphone owners have the world at their fingertips. As grandiose as that may sound, advances in mobile barcode scanning technology have given rise to applications that allow for comparison shopping, QR code place checkins and ultimately a social experience around product barcodes.
QR Codes area way to make a connection between the physical and the digital world. When someone looks at your business card, flier, storefront window or print media ad and sees a QR code, they can pull out their smart phone, start a scanning application, scan the code and gain a wealth of immediately relevant information. The scanned code may take them to your Facebook page, Twitter page, business website, reveal a special offer or even a video posted on YouTube that you have created to be tied to that specific code.
Email is still prominent and ever growing. Our inboxes continue to be filled with email everyday. Some we need, some we want and some we could do without. Some companies have given up on email newsletter marketing, while others continue to build their double “opt-in” lists of interested recipients. Often, this is enticed by some sort of value added offer like an eBook or white paper with desired information provided for just the price of submitting your email address. One business owner, I have spoken with recently, reported that after six months of not sending out any newsletters, he decided to send one out. Much to his surprise, he booked to events as a result of connecting with his client base. Email newsletters will continue to be a viable marketing tool, however, the overall size will be brief and the content enticing enough to make you want to click the read more and click through to the website or blog to result in a desired action like filling out a survey, making a purchase or inquiry.
- Social networks Facebook and Twitter are being used as social signals by Google and Bing. Being well connected through these two social mediums and regular posting and engaging with your audience will help your reach and may help your search engine results page rankings.
- Even though the usage of Social Media will continue to grow, people will continue to use search engines to find new things.
- Businesses are finding that having a Facebook page is more than just another thing to do. It is an opportunity to connect with their audience, potential audience and people who do not know them by brand name. It is also a great way to share wonderful photos of their craft. Business owners are already stepping up the look and feel of their Facebook page by adding custom profile images or sidebars, custom landing pages help to improve the click rate for the “Like” button.
- Facebook will incorporate more social “pooling” of influence to “help” people make buying decisions.
- Mobile text messing marketing campaigns are starting to appear on Main Street USA. Signs in storefront windows and billboards. By sending a text to a designated number, people join your program. They then receive mobile coupons, event invitations & promotions, mobile contests, mobile alerts, notifications and reminders. They have “opted-in” to receive text messages from your company, much the same as someone would “opt-in” to receive emails.
Smartphone Usage
“We are just at the beginning of a new wireless era where smartphones will become the standard device consumers will use to connect to friends, the internet and the world at large.” March 26, 2010 – Roger Entner, Senior Vice President, Research and Insights, Telecom Practice.
