Social Media for Biz Newbie? Stats to Know Before Going Social

Are you an entrepreneur just starting to learn the social media ropes? Or a small business owner who’s taking baby steps into the world of tweets, posts, and likes? If you’re starting from virtual scratch then you’ve stumbled onto a seemingly endless list of choices to make, from what kind of content to share to how often you need to check that Twitter account.

Good decision making, whether it’s choosing a preschool for the little one or launching a social media strategy, begins with collecting information. Here are 3 basic questions you may be asking yourself along with related social media statistics to consider as you start down the path to social success.

Does our brand really need a social media strategy?

  • 97% of surveyed consumers report that an online experience has influenced whether they bought a product or service from a brand. (via Digital Buzz)
  • 70% of surveyed consumers trust opinions posted online, significantly more than the 41% who trust search engine results ads. (Nielsen)
  • 35% of B2B decision makers use LinkedIn to make purchase-related decisions. (via Social Strategy1)
  • 63% of B2Bs are vaguely or not at all aware of what people say about them online. (via Social Media B2B)
  • 1 in 5 US adults does not use the Internet. (via Mashable) Why include this seemingly non-social media statistic? It’s a reminder that effective social media for business must be part of a larger strategy to connect with customers and clients.

What kind of content should I consider to generate engagement for my small business?

  • Companies with an active blog generate 67% more leads than those without. (via Content Strategist)
  • A Facebook Page eye-tracking study showed that consumers nearly always looked at a brand Wall first, and they viewed it longer than any other part of the Page. (Perhaps not surprisingly, the only exception was the Victoria’s Secret Page; participants looked first at the profile pic of a bra-wearing model and spent less time looking at the Wall.) (via Mashable)
  • 57% of consumers said they liked a brand on Facebook so they could receive discounts and promotions. (via Mashable)
  • 38% of consumers unfollowed brands because content was “repetitive and boring,” while 44% unfollowed brands for posting “too frequently.” (via Mashable)
  • Over 4 billion videos are viewed on YouTube every single day; 800 million unique visitors go onto the video sharing site every month. (YouTube)
  • 64% of Americans stream mobile video at work. (via Digital Buzz)

How often will my small business need to interact on social media?

  • The average lifespan of a Facebook Page post is only 3 hours. (Edgerank Checker)
  • The average lifespan of a tweet is less than 1 hour. (via ReadWriteWeb)
  • 42% of consumers who post about brands on social media expect a response within a day, 39% within a week. (via Conversation Agent)
  • And from the mad-customers-initiate-viral-nightmares file: Remember FedEx Guy Throwing My Computer Monitor? 8.7 million views in about 4 months, plus ad nauseam national news coverage.

Whether you’re in Ponte Vedra, Florida, Portland, Oregon, or anywhere in between, it’s time to arm yourself with intelligence that lays the foundation for ROI-producing, competition-thumping decisions. The fact is that general social media statistics alone shouldn’t drive specific decisions—but it can give you a sense of the directions worth exploring.

If you’re new to social media for businesses, what challenges to success have you found along the way?


Image courtesy of jscreationzs/


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