Social media management continues to prove an effective marketing strategy for companies, both large and small. A new study shows that, while a higher percentage of users check their social media accounts from the computer (64%), those checking from their mobile devices (such as smartphones and tablets) are actually more engaged. What does this mean for you? Mobile marketing is vital to the success of your business’ social media campaign.
Social Media By The Numbers
Mobile marketing is vital to the success of your social media management.
What do the numbers actually say? This article on Marketing Pilgrim breaks down the results of the study I mentioned above. Here are a few highlights I found particularly fascinating:
Social media users who connect through mobile are more engaged and more active. Smartphone users log on to their Facebook app an average of 16 times a month and more than 4 times a day for a combined total of almost a half hour per user, per day.
[Pinterest] penetration is low but man, are those smartphone users loyal. They check in an average of 5.9 times a day and spend almost as much time as they spend on Facebook.
Smartphone users are more likely to post a picture, audio or video they created (46% vs 34% on PC). They’re also more like to post a text update (59% vs 48%).
More importantly, mobile users said they were more likely to read and share a branded post compared to their desktop using counterparts.
40% of tablet users said they share branded posts on a weekly basis, 36% of smartphone users do the same, but for the desktop users, it’s only 28%.
But this isn’t the only study showing the importance of mobile marketing when it comes to social media management. Here’s more data from WebDAM (via Mobile Entertainment) to back it up:
- 1.4 billion smartphones were in use in 2013. That’s 1 in 7 people worldwide.
- 57% of users won’t recommend companies with poor mobile sites.
- The average American spends almost 2 hours per day on a mobile device.
- 1 in 4 online searches are conducted on mobile devices.
- 2/3 of smartphone and tablet users access social networks from these devices.
- Mobile LinkedIn users are more than twice as active as desktop-only users.
5 Social Media Management Lessons
What social media management lessons can you learn from these mobile marketing statistics?
- Take the time to invest in social media! Make sure your company has a consistent presence on at least 2-3 major social media networks. As you decide which networks to focus on, think about the benefits to each one. Google+ and Facebook tend to be good options. If your business has a lot of visuals, make sure you’re on Pinterest, too.
- Post images and videos that will show up well on mobile devices. If a video is too long, a picture is too small or an article is too text heavy, they’re much less likely to read it and share it with their friends.
- Keep your updates short and sweet. You want your followers to digest them quickly. If you have more than can fit in a line or two, link to a blog post or article so they can click through for additional details.
- Make sure your website is mobile-friendly. More and more users will be looking at it from their smartphones or tables, so make sure it looks nice on both.
- If you run an ad campaign, optimize it for mobile users, too. From Google AdWords to Facebook Ads and everything in between, any online advertising you do needs to be targeting smartphone and tablet users as well. Make sure you design your campaign with them in mind.
Can you think of any other lessons to learn from the mobile marketing statistics above? Share them in the comments below!
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