If your B2C business (or nonprofit organization) has a Facebook company page, it appears that it’s in the “right” social media space. The recent Temkin Group study, Social Media Benchmark, 2016, shows how consumer use of social media sites on both computers and mobile phones is changing.
There are some very interesting takeaways that may affect your social media marketing strategy. Here are a few:
- 18-24-year-olds have shown the biggest drop in Facebook use of all age groups, on both desktops and mobile phones.
- The 45-54 age group has the biggest increase in daily usage.
- The age group with the most frequent daily usage of social media tends to be the 25-34 bracket, on both computers and mobile phones.
- Daily social media activity is generally higher on computers than mobile phones, which according to MarketingCharts, contradicts a comScore study which says that 61% of social media consumption was spent in smartphone apps.
The chart below gives us a snapshot of the other social media platforms and how they fare with U.S. consumers.
What about B2B?
One thing to note is these results are based on American consumers. If you own or work for a B2B (business-to-business), Facebook is not #1. Overall, B2B brands have the largest audiences on LinkedIn, according to TrackMaven.
Its 2016 Social Media Impact Report: B2B Edition shows the median social media audience size for B2B brands is:
- 109,000 followers on LinkedIn;
- 34,000 page likes on Facebook;
- 18,000 followers on Twitter;
- 3,000 followers on Instagram;
- 420 followers on Pinterest.
Armed with this information, it’s a good time to take a look at your social media marketing efforts and see which platforms are giving you the best bang for your time and money.
Social Media Examiner has an excellent post this month: “How to Measure Social Media Using Google Analytics Reports.”