Analyst Speak: Brands on social networks need to understand why people are there
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Christina Goodman, director of global marketing and business development, Dynamic Logic
Understanding what people are doing on social media sites can shed some light on how brands can effectively communicate through this channel. Research by Dynamic Logic found 62% of adults in the UK actively participate in social networking. One in four people aged 55 or over visit social media sites, while 47% of social networkers are aged 45-54. Not surprisingly, the percentage of social media users increases in younger age groups: 51% of 35-44-year-olds and 77% of 18-34-year-olds.
With social media use going mainstream, this presents a unique opportunity for marketers to reach engaged people of all ages in a personal and relevant way. We need to understand what they’re doing on these sites in order to see how brands can best communicate through them.
It’s no surprise the majority of people are using social media to connect with family and friends and to share information. According to our survey, 82% of respondents use it to keep in touch with distant family members and 87% feel more connected with old acquaintances. 42% feel more informed about current events and 33% feel more in the know about pop culture through these sites. For brands to communicate effectively through social media, they have to remember people are using social networks to feel connected, so it’s important to engage in a dialogue and listen to what people are saying about your brand, rather than just pushing your message through traditional tactics.
Our research shows advertising that’s relevant and funny is most often remembered, and the same applies to advertising on social networks. 81% of respondents tend to remember ads that are funny, 56% remember those relevant to them and 29% recall informative ads. We know advertising on social media sites also tends to be noticed by users, so there’s an opportunity for brands to break through what’s often a cluttered online environment.
Only 6% of respondents had switched to a new social network because they felt there were too many ads, so it seems advertising on these sites is under control for now. The challenge will be to offer people relevant and entertaining advertising in a way that isn’t intrusive but engaging. We know not all social media users are alike, although more people are actively participating, so now we need to understand what types of marketing work best on these sites.
