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Insight into Social Media Users

Insight into Social Media Users

Step right up folks! It’s the social media bandwagon. I’m on it, you’re on it, and with the recent study from Anderson Analytics, marketers better be on it. At this point in the game, most marketers are, but this study reveals some interesting findings on what your preferred social network says about you.

Apparently, I’m all about the business or the benjamins, because I prefer LinkedIn over other social networking sites. I’m also more likely to own top of the line electronic gadgets, like HD televisions, blu ray players and digital cameras.

The study found 60% of Americans are social network users, but the study defined a user as someone who had uses a social network at least once a month. The average user collectively spends about an hour each day on social networking sites.

So what does your social networking site say about you? Or more importantly, what will this study tell marketers, specifically online marketers? Here are some findings that really jumped out at me:

  • 52% of social networkers had friended or become a fan of at least one brand on Facebook. Getting individual endorsements on Facebook can be a HUGE marketing accomplishment, because when someone becomes a fan of a brand on Facebook, he or she is saying “Brand X is apart of who I am and I want everyone to know about it.” The brand has not only produced brand loyalty in said-user, but that brand is also reaping the benefits of word-of-mouth advertising. When asked their feelings on seeing a brand on a social network, 17% felt positive and 19% said negative.
  • When asked if they want more communication from brands 20% said yes. I think this percentage would be higher if it’s the right kind of communication. If brands communicate the message their target consumers want to hear and in a way they want to hear it, then they will want to hear from the brand.
  • Social media users are four times more vocal than non-users online, such as commenting on discussion boards, forums, blogs, etc., which means they would be more likely to be vocal about announcing on the World Wide Web their feelings, both positive and negative, about a brand experience.
  • Out of the four user groups defined by the study, Anderson said social media mavens are the key group for marketers not only because of their high incomes and decision making power, but also their large social media footprints can make them excellent brand allies or evangelists.
  • Users preferring Twitter are big into pop culture.. movies, music, TV and reading and their buying habits mirror that. They are more likely to buy movies, books, shoes and cosmetics online than other network users. So marketers, take the hint and get on Twitter.
  • LinkedIn users have the highest income averaging at $89,000, and they are also more interested in high-tech gadgets, as well as the gym, yoga, spa treatments, golf and tennis. Hello luxury and travel brand marketers.

I’d love to hear others take on these findings listed in more detail on Advertising Age.