Why Social Media Is Still Important for Businesses

Americans are spending an increasing amount of time on social media. A new survey of social media users finds that most people use Facebook, while YouTube and Instagram are the channels that people are spending more time on in 2018. A new survey of social media users finds that most people use Facebook, while YouTube and Instagram are the channels that people are spending more time on in 2018. Share on X

The survey found that the majority of Americans (86 percent) use social media on a daily basis. Nearly three-quarters – 72 percent – use it multiple times per day, mainly with a mobile app or desktop computer.

Most consumers don’t go a single day without social media. Unsurprisingly, nearly all small businesses (92%) plan to invest more time and money in social media in 2018.

As people continue to rely on social media, it is important for businesses to understand social media habits of their target customers in order to figure out how best to reach them.

Facebook Remains King

Among the social media channels that people use at least once a week, 82 percent use Facebook – more than any other platform.

“I think Facebook still has a corner on sharing the big milestones in your life with friends and family,” said Charlotte Chipperfield, founder and CEO of Chipperfield Media. “I don’t think there’s quite another platform that has that community the same way that Facebook does.”

This holds true despite a period that has seen several well-publicized incidents involving Facebook, including data breaches and revelations of attempts by foreign entities to use Facebook to influence American elections. “I think people are less trusting of Facebook, but they’re still using Facebook,” said Chipperfield.

“When people think of where to go and what media to consume, they go to Facebook, said Josh Loewen, digital marketing director of The Status Bureau, a digital marketing agency in Vancouver. “It’s like when you’re bored, you turn on the TV. Regardless of whether the channels on TV are bad or not, you’re going to turn on the TV. Facebook is the same way.”

Facebook has over two billion active users, representing the world’s largest online community, noted Joseph Rothstein, account manager at Social Media 55.  “Not to say people aren’t using the other social platforms because they are, but Facebook [is] a huge, vast community.”

Other Social Media Platforms Seeing Heavy Use

YouTube is not far behind Facebook in overall use, with 75 percent of people using it at least once per week. YouTube is not far behind Facebook in overall use, with 75 percent of people using it at least once per week. Share on X

The survey also found that 63 percent of respondents spend more time on YouTube in 2018 than in 2017.

YouTube, it should be noted, tends to have less of a social community aspect than Facebook.

“I think YouTube is very unique in what people are using it for,” said Chipperfield. “They’re definitely using it more for just entertainment.”

Other top choices people use at least once a week include Instagram (53 percent), Snapchat (39 percent), Pinterest (38 percent) and Twitter (36 percent). In addition, 61 percent of respondents are spending more time on Instagram in 2018, more than any other platform except YouTube.

How Do People Access Social Media?

The survey found that 67 percent of respondents use mobile apps to access social media. More than half – 57 percent – use computer web browsers.

The reasons for the heavy use of mobile phones and computers are not surprising. “They’re really accessible,” said Loewen. “We have our phone on us at all times and our computer is in front of us the other part of the time. It’s like why do you look out of your car window when you’re driving?”

Phones, in particular, are a ubiquitous accessory: “If you’re on a commute, on a train to work, on your lunch break, or walking into a meeting, it’s very easy to check in really quickly,” said Chipperfield. “That’s why the mobile app doesn’t surprise me as being the top one.”

As long as the timing is not urgent, it is often worthwhile for a business owner or social media manager to wait to get to the office to post an item. This may make it easier to access content and avoid typos by using a desktop or laptop computer. A computer web browser makes it “easier to make updates if you’re posting personally or have a photo album,” said Chipperfield. “I find people who are managing from a strategy standpoint definitely do a lot more on the desktop as well.”

Be Aware of Gender Preferences

Men and women have different preferences when it comes to accessing social media. More than half of women (53 percent) prefer to use mobile apps to access social media, compared to 34 percent of men. More than half of women (53 percent) prefer to use mobile apps to access social media, compared to 34 percent of men. Share on X

Nearly as many men (33 percent) prefer to use a computer web browser, compared to 21 percent of women. Nearly as many men (33 percent) prefer to use a computer web browser, compared to 21 percent of women. Share on X

Businesses Should Embrace Social Media

Trying to prevent employees from spending time on social media at work is penny-wise but pound-foolish. Rather than trying to restrict social media at the workplace, businesses should encourage it. This will help businesses have a successful social media strategy themselves.

“I think it’s important that companies do that because you’re able to build an internal social media strategy where you empower your employees to be brand advocates,” said Chipperfield. Having employees share company updates and the like on social media is a “really powerful” tool that can reach a broader audience, she added.

From a practical standpoint, social media can be an easy way to meet customer needs. “There’s a lot of customer service that happens through various different social media platforms,” said Chipperfield. “I think it goes above the social aspect of it, and I think there’s a functionality to it. That’s why we’re probably integrating it more into our lives.”

Having employees active on social media can help them learn best practices from users working for other companies and pick up on trends and ideas. It can also help a company build a community with customers or like-minded professionals in the field.

Chipperfield recalled once working for a company that discouraged employees’ social media use. “I remember thinking about how it was a missed opportunity,” she said. “It was at that time where businesses didn’t think social media was going to be a marketing tool. It was a distraction for employees. It’s unfortunate that companies didn’t capitalize on that and just restricted it instead. I do think that’s changed.”

Kristen Herhold

Kristen Herhold is a content writer and marketer at Clutch and The Manifest, business news and how-to websites in the heart of Washington, D.C. Connect with her on LinkedIn, or reach out with any questions, comments, or concerns at kristen@clutch.co.

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