There are all sorts of facts and figures flying around concerning social media and, on the surface of it, the numbers are quite significant:

Facebook

  • Over 18m active Facebook users in the UK
  • 50% of users return to the site on a daily basis 
  • The average user visits twice a day 
  • The average visit length is 25 minutes

YouTube 

  • It is now the UK’s 2nd biggest search engine 
  • An outstanding 15m unique visits clocked up every month
  • Every minute, 15 hours of YouTube video is uploaded

Twitter 

  • Estimated 6 million users 
  • Subscriber base is 63% male
  • Largest age demographic is 35-44 year olds 
  • 14% are considered as ‘stable career’ types
  • A quarter of users are high earners

LinkedIn 

  • Over 2.5 million users in the UK 
  • This is growing at an estimated 80,000 per month 
  • 60 million users worldwide
  • Spans 200 countries 
  • Average user age 41

It has also been reported that spend on social media marketing will reach $3.1 billion by 2014.

Clearly it’s an important (new) media channel, but developing a suitable strategy to engage with these users requires a different mindset altogether from the traditional marketing approaches that have been used over the years.

The question is, how should a strategy be developed that integrates with current activities, aligns with business objectives and delivers tangible or quantifiable returns on investment? That’s the key – and that’s what I plan on addressing in subsequent posts.

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