What Australian people and businesses are doing with social media
Posted on January 01, 2014
If there was ever a lengthy report to get settled in and delve into for an hour or two, it's this one: The 2014 Yellow (Sensis) Social Media Report. While I am not a big advocate of any of the Sensis social media products, it's not to say they don't serve a purpose – They just aren't powerful enough for what our clients need so we shy away from them. Having the brand power and volume that they do however leads to the ability to collate vast amounts of valuable data which can be used for research or trend-picking! That's why you should spend some time with this report.
What's great about this particular report is that is breaks down the information into more granular accuracy – So morning/day/night has become split up into seven different time periods throughout the day, giving you a great perspective on when potential customers are using social media.
Frequency has always been an interesting number to report on, mainly because there has usually been a particular demographic that has been queried, or a spread of demos have not had a decent sample size to be credible enough to make business decisions on. The Social Media Report has a sample size of 800 people and have a fairly even spread across all age brackets from 14 years to 65+ as well as male vs female responses.
Mobile has become such a huge part of our daily lives, and the lives of our customers too! Knowing what kind of device they look at our content on is very important and Sensis have been able to get a good spread across all the usual devices, as well as some unusual devices that aren't typically ever questions of users. These sorts of details do matter, as certain devices are always internet connected, some aren't, some allow easy browsing whereas others are largely limited, etc. Knowing these kinds of things allows you to have a more realistic and deeper view of things – For example if your site is typically only viewed on iPod Touches, you can assume that internet access is not always available and thus there might be other devices that users will turn to for time critical information. Similarly if someone is using a smart TV to view your site, they are most likely not going to transact as it is a very casual form of browsing.
Some surprising stats specifically focussed on small businesses are that only 24% have a social media strategy in place! Having a Twitter or Facebook for your business is definitely a great thing, however actively engaging over those platforms are really the only way to leverage them and get benefits. Strategising around this is very important, so important that if clients discover you online and that you haven't posted in a number of weeks or months (or longer!), they may choose to not engage because it can be perceived as negative marketing against your brand.
Grab a copy of the report for yourself and have a read through, it definitely is worth the time.