LinkedIn Edges Past Facebook: But don’t pester consumers everyday with pitches
As estimated by S-Net: A Study in Social Media Usage & Behavior, 70% of 2,997 survey participants logged into Facebook at least once daily, compared with 20% on LinkedIn. Despite those disparate numbers, The S-Net report by ROI Research and Performics concluded that LinkedIn is the most important site on which to establish your professional profile.
Sure, Facebook is the most frequently used social network, but LinkedIn is more valuable.
Twitter’s growth has been impressive. An estimated 58% of Twitter users log on daily (up from 40% last year); followed by YouTube, at 55% (up from 52%), and MySpace at 53% (up from 39%).
But Facebook is the only social network that is trending downward in importance
Companies hoping to see consumers chat about their products would be better off using Twitter instead of Facebook. The research found that 61% of consumers were more likely to extol the virtues of products on Twitter compared to 49% on Facebook.
Overall, when discussing product purchase or attendance at a promotional or sponsored event, people use Twitter more than Facebook.
Consumers using Twitter also tend to discuss prices most often, followed by sharing information on sales and specials. They are more likely to take action, too, when a friend posts a positive review about a product, service or company.
Top topics discussed on social networks range from education to sports-related and entertainment events, to autos, electronics, and restaurants.
Consumers seek advice, too, about appliances, electronics, financial services, health care, telecommunications, and travel.
How often should a brand communicate with consumers: very little. About 4 percent said never but 26% said twice monthly and 28% said once a month or less. Some consumers like to have even more information land in their news feed.
Who participated in the study? About 2,997 people – 53% female and 47% male – who regularly access Facebook, YouTube, LinkedIn, MySpace, or Twitter.
For more information S-Net: A Study in Social Media Usage & Behavior, go to Online Media Daily.
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