Thursday, January 10, 2013

Three social media need-to-knows for 2013

Big news: Nielsen’s State of Social Media Report came out. The report, published in December, takes a look back at how social media attitudes and behaviors changed in 2012.

I found the report fascinating, not only because of its content, but also because of its presentation of information via infographics.

As you may know from my previous blogs, I LOVE infographics. In fact, I keep a library of my favorites over on my Pinterest board. Nielsen’s choice to use infographics was definitely the best way to display such a vast amount of data and it reflects changing behaviors in how people read content online (hint: people don’t read things online… but they do look at pictures and watch videos). But I digress.

I mentioned the infographics because they helped me identify three social media trends that I will embrace in 2013. 


Nielsen confirms what us social media managers have already seen with our clients’ social media presence: More people are using smartphones and tablets to access social media (accounting for 63 percent of the year-over-year growth in overall time spent using social media).
  • What that means for you in 2013: You need a mobile-friendly website. Think about it. Any good social media post has a call-to-action that asks followers to go to a website to do something (e.g., buy, sign-up, read the full article, etc.). If a follower clicks from a Facebook post to a non-mobile-friendly website, the marketer has just broken the social experience continuum (I made up this phrase just now and really like it, so let’s all start using it, ok?). The mobile-friendly social media experience must align with a mobile-friendly website experience if you want the mobile audience to engage and take action. 


Nielsen also found that social media enables consumers to generate and tap into the opinions of an exponentially larger universe. They say it best: “While word-of-mouth has always been important, its scope was previously limited to the people you knew and interacted with on a daily basis. Social media has removed that limitation and given new power to consumers.” We often forget that we have a social media following much larger than those directly connected to it. For example, one of SE2’s clients has just shy of 4,000 Facebook followers, but a potential reach of 1.2 million followers thanks to all those friend connections!
  • What that means for you in 2013: Tap into your extended community by developing content worth sharing. It seems like a no-brainer (and pretty obvious), but those who do not know the social media Jedi ways tend to focus on creating tons of decent content. But in the social media context, when it comes to quantity versus quality, always choose quality. This is ESPECIALLY the case with social media. When we focus on quality social media content the community will naturally want to engage with it and share it with others. When they engage, your message is shared with these entirely new audiences. 


Consumer attitudes toward advertising on social media are still evolving. Nielsen found that, “social media users say they are more likely to pay attention to an ad shared by one of their social connections.” Here at SE2 we’ve seen how ads with social relevance improve conversion rates.
  • What that means for you in 2013: Spend your money on ads with social relevance. The targeting options vary by social media network, but many of the most popular social media sites allow advertisers to target ads based on friend connections. Consider these ad formats a top priority for any upcoming social media advertising campaign. 


Nielsen found that nearly a third of people aged 18-24 use social networking in the… John.
  • What it means for you in 2013: Wash your hands often and avoid touching young peoples’ cellphones and tablets. Eww. 

How are you planning to adjust your social media strategy in 2013? Tweet me your answers (@MrBrandonZ) and I’ll share them!


Blogger Muhammad Amir said...

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April 4, 2013 at 12:00 AM  
Blogger Elizabeth J. Neal said...

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May 15, 2013 at 5:51 AM  
Blogger Kristofer Mcginty said...

I was expecting a lot of inforgraphs. Haha! Seriously though, social media has turned into something that everyone is starting to need, not just want. Staying connected for a nigh-infinite amount of time, though going on for a few years, is still young in comparison to other forms of communication. And with all these new technology (smartphones and tablets), these websites need to be accesible from any device.

Kristofer Mcginty @

November 6, 2013 at 1:18 PM  

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