Social Media Trends Revealed by Experian
We're hearing it ad nauseam: If your business isn't yet interacting with its customers via social media, it needs to be. The 2011 Social Media Consumer Trend and Benchmark Report from Experian Simmons proves this point by revealing that 91 percent (129 million people) of internet users are surfing the social web monthly — and they're not just connecting with friends. The result is that Facebook, Twitter and even Google+ have become valuable marketing tools.
Facebook has the most members of the social media sites and also boasts the longest average visit time. The average Facebook user spends 20 minutes, 46 seconds on the site, compared to 12 minutes, 41 seconds on Twitter and 5 minutes, 45 seconds on Google+.
The report found that Google stands to benefit the most from users leaving the social media site. Over 10 percent of all Facebook traffic goes directly to Google, and 10.7 percent end up on YouTube. When it comes to shopping, eBay claims 9.4 percent of Facebook's downstream traffic, followed by Groupon (0.8 percent).
But don't forget about email. The report found a typical company's email list is 32 times larger than its Facebook fan base, and companies that sent out an email message with "Facebook" in the subject line experienced a 27 percent average increase in website visits. Therefore, the report suggests leveraging your email program to help drive traffic to your core brand site as well as to increase open rates.