People are bombarded by messages every day. Social networks are a dime a dozen. Power users in the social media space may use many different platforms to interact with their network, but results from a Universal McCann study (source: eMarketer, 08/16/09) say that internet users are “starting to focus their digital life” around specific networks in particular, rather than using various specialized tools with unique features of their own.
More people are engaged in social media
More people are definitely using social networks – figures show 59% of active web users (those with access at least every other day) in 2009 have a social network profile, up 16% from 2008.
It’s not necessarily important that people are creating profiles, as this has been on the rise for some time, but rather where they are creating those profiles. People that have been in the “scene” for several years are accustomed to managing and maintaining multiple profiles, but Universal McCann says the new mainstream users are just focusing on one.
Remember who your target market is? Follow them
Several posts ago we discussed finding your target market and said that their location should influence your decisions for marketing. That rule still applies, and probably even moreso now. If your customers are spending most of their time on one social platform, that had better be the cornerstone of your web strategy. If they aren’t using the latest and greatest social tool, you probably shouldn’t be using it either.
Incorporate more options into what you do
Another interesting statement from the Universal McCann report says they are seeing a “decline or stasis” in the use of separate sites for individual activities. Instead, users are looking for a single social network that consolidates various tools and features into one place.
Keep this in mind when you are designing and developing your own initiatives. What can the user do on your site? Would they be more active if you could incorporate more functionality? Should you be integrating with their top social network instead of building something of your own?
Also important to note is that despite users’ tendencies to consolidate their social media activities, you should still give them options for how and when to engage with your brand. If your market does use several networks, give them those same options when interacting with you. Consolidation may seem easier for you, but it isn’t about you. It’s all about your customers.
Which platforms have you found to work best for your audience? Where do they congregate?