Written by: Sophia Moon, GGI Social Media & Marketing Manager
According to a recent Global Web Index study, the number of people accessing the internet via their mobile phones has increased 60.3% over the last two years to 818.4 million people, and continues to grow. The same study also found that the fastest growing age demographic on social media platforms is 45-64 years of age. Most small to medium-sized independent professional services firms have traditionally resisted social media, labelling it a passing fad, but recent studies are indicating that the rate of target segment professionals and C-level executives joining social media is rapidly increasing. To stay ahead of the curve, small and medium-sized professional services businesses are benefiting from re-evaluating the use of social media marketing as part of their business strategy.
With this in mind, this article will briefly give some current and relevant facts on four primary social media platforms: Facebook, Twitter, LinkedIn and Google+.
Facebook is currently the largest social media platform, with over 1.1 billion monthly active users and 665 million daily active users. Business profiles generally take on an informal tone on Facebook, make use of multiple images and photos, create discussions and entertain their followers, as the website is mostly social in nature. Facebook has more than 750 million mobile users, a number which is steadily increasing. As more and more people now tend to seek information on the go, it will become increasingly important for businesses to be present on mobile-ready sites, as well as having websites that are mobile responsive.
Twitter is a micro-blogging social media platform, which means that all posts are the size of a single SMS message, 140 characters long. For this reason, Twitter is best used for sharing news, real time updates, and links to more information (articles, blog posts, press releases, etc.) Twitter currently has 288 million monthly active users, and the fastest growing demographic is between 55-64 years of age, which has demonstrated a 79% growth rate since 2012. Businesses are primarily using Twitter to share news relevant to their industry, promotional offers and time sensitive discounts, and to draw traffic to content on their company websites.
Google+ was met with much early scepticism, but has grown to be the second largest social network with 359 million monthly active users. It is not quite the professional platform that LinkedIn is, but it is also not as informal and social as Facebook. The fastest growing age bracket in Google+ is 45-54 years of age.
LinkedIn is the professional social media platform, largely used by individual members to find jobs and opportunities and for companies to seek talent and fill positions. Company profiles are a great way to build brand awareness and to share updates. Joining groups allows members to connect with other professionals in an industry and to create dialogue around industry-specific updates/news. LinkedIn recently surpassed their 200 million user mark, and on average, two new users join every second.
GGI has an active and strong presence on all four platforms mentioned above, utilising them as information distribution channels. All GGI members can make use of GGI’s strong presence by staying connected with fellow GGI member firms, prospective member firms and GGI Head Office. By sharing valuable contents and company updates on social media platforms, overall brand awareness can be strengthened and key decision makers can be reached.
This article is an excerpt from GGI Insider Issue #66.