Healthcare Marketing: 25 MORE Interesting Facts About Social Media

October 28, 2011

Sarah Evans, author of social media and PR blog “Commentz” regularly compiles interesting stats and facts about social media. She recently shared her most relevant ones with Ad Age. Some can be useful to healthcare marketers.

1. “In early March, Google removed from its Android Market more than 60 applications carrying malicious software. Some of the malware was designed to reveal the user’s private information to a third party, replicate itself on other devices, destroy user data or even impersonate the device owner.”

2. “Groupon is on track to bring in between $3 billion and $4 billion in revenue this year alone. Facebook’s 2010 sales were reported to be only around $2 billion in its sixth year of existence.”

3. “A study of 24,000 consumers across the 16 largest countries found that those who are most connected, living on the cutting edge of social media tend to be more ‘prosocial’ than average, being more likely to do volunteer work, offer their seats in crowded places, lend possessions to others and give directions.”

4. “99 percent of Android devices are vulnerable to password theft.”

5. “Recent estimates put less than 10% of the population using Twitter, far less than other social sites.”

6. “More than 3.34 million mentions were recorded over a one-month period of people making social asks.”

7. “David Poltrack, CBS Corp., announced that, based on a new research study, ‘age and sex don’t matter when it comes to increasing TV ad effectiveness.'”

8. “An average of 40 percent of the traffic to the top 25 news sites comes from outside referrals, the study found, with Google Search and, to a lesser extent, Google News the single biggest traffic driver.”

9. “Almost one-in-four South Africans use social media as a tool to look for work, but are concerned about the potential career fallout from personal content on social networking sites.”

10. “The percentage of US parents who allow their children between ages 10 and 12 to use Facebook or MySpace more than doubled from 8 percent a year ago to 17 percent now.”

11. “33% of Facebook posting is mobile.”

12. “Fully 69% of visitors to news.google.com ended up 3 places: nytimes.com (14.6%), cnn.com (14.4%) and abcnews.go.com (14.0%).”

13. “85% of media websites now use online video to cover news.”

14. “”Social media advertising spending will increase from $2.1 billion in 2010 to $8.3 billion by 2015.”

15. “Facebook is approaching 700 million users and Google handles over 11 billion queries per month. World-wide there are over 5 billion mobile subscribers (9 out of 10 in the U.S.) and every two days there is more information created than between the dawn of civilization and 2003.”

16. “Twitter reported that the network saw more than 4,000 tweets per second (TPS) at the beginning and end of Obama’s speech [re: death of Osama Bin Laden]“

17. “65% of all social media related to the royal wedding has come from the U.S. in the past month [April]. The U.K. has been responsible for just 20%.”

18. Re: the Royal Wedding: “911,000 wedding-related tweets were tracked in the past 30 days. That’s about 30,000 per day and accounts for 71% of all social media.”

19. “According to NPR’s internal usage data covering January 1 through mid-April, users who request audio — maybe a station stream, a national newscast, or NPR Music content — view twice as many pages as those who only read the apps’ content. On average, audio streamers rack up 4.2 pageviews per visit versus 2.4 for the text-only crowd.”

20. “Twitter penetration rates in Canada are among the highest in the world, according to new data from online tracking firm comScore Inc., which suggests that nearly one in five Canadian Internet users over the age of 15 regularly visit Twitter.”

21. “Traffic from social media has highest bounce rate. [...] If you’re looking for ‘hyper-engaged’ readers, those that click through five or more pages on your site, forget the guy who came from Twitter. A link from another content site is three times more likely to be engaged, and someone coming in from search, is also above average.”

22. “”Digital services accounted for an estimated $8.5 billion (28%) of the $30.4 billion in 2010 U.S. revenue generated by the 900-plus advertising and marketing-services agencies that Ad Age analyzed.”

23. “Total Facebook spent on lobbying, Q1 2010: $41,390. Total Facebook spent on lobbying, Q1 2011: $230,000″

24. “Nearly seven in 10 tablet owners reported spending at least 1 hour per day using the device, including 38% who spent over 2 hours on it. And while just 28% consider it their primary computer, 77% are spending less time on desktop or laptop PCs since they got a tablet.”

25. “According to a Network Solutions survey, the use of social media among SMBs has grown over the years, rising from 12 percent in 2009, to 24 percent in 2010 to 31 percent currently.”

Share


Hospital Marketers Should Learn From Retailers: Holidays are Social (Media)

January 11, 2010

Over half of national retail advertisers embraced social media as part of their media mix for the 2009 holidays.

Just two years ago, only 4% of national retail advertisers utilized social media in their marketing strategies.  But in 2009 more than half  embraced social media.   According to a survey by BDO Seidman, of those retailers using social media, 76% are focusing on Facebook, 50% on Twitter, 14% on MySpace and 14% on YouTube.

Natalie Zmuda and Kunur Patel wrote in the December 7th issue of Advertising Age that Facebook was the second most visited site in the US on Black Friday.  And on that day “4.3% of Facebook users and 2.3% Twitter users visited the website of a top 500 retailer immediately after perusing the social-network site.”

Some of the retailers Zmuda and Patel cited as successfully using social network sites were Best Buy, ebay, JC Penney, Toy ‘R ‘Us and Wal-Mart.  These retailers used a combination of giveaways, support for traditional advertising, customer service, charitable donations and promotion of online specials.  Amazon, Abercrombie and Fitch, Kohl’s, Old Navy and Target were listed as retailers who did not do such a great job utilizing social media.  Their various sins were lack of coordination with traditional media, lack of holiday specials, unanswered consumer complaints and unchecked pages.

This gives a microcosm of how extensive social media is used both successfully and poorly by retailers.  Lessons are abundant for healthcare marketers:

 

  • Social media is a viable option and should be included in a hospital’s marketing strategy.   As can be seen by the dramatic growth in the use of social media, retailers are way ahead in recognizing the value and importance of social networking.
  • When done right, social media can be very effective.  It can create and enhance relationships with consumers.  It can create an ongoing conversation with consumers. 
  • When done poorly, social media can damage a brand.  When a brand isn’t active and engaged and doesn’t respond to consumer comments it sends a message that it’s not consumer-focused.

Social media is growing.  Brands are recognizing the value and benefits of engaging in social media.  Hospital marketers can learn valuable lessons.  Retailers have taught us that indeed the holidays are very social.   

Share


Follow

Get every new post delivered to your Inbox.

Join 6,256 other followers

%d bloggers like this: