This week, Gartner released the results of a survey of over 6,000 people which examined attitudes to social media. The survey found that while social media use was predictably rising, there was an element of ‘social media fatigue’ among consumers, with 24% of respondents using their favourite sites less than when they first signed up. Jonathan Lakin, CEO of Global Dawn, discusses the Gartner survey…
The survey also found that many users were passive, using social media purely to view pictures rather than commenting and engaging. The survey outlines a need for social media innovation, better understanding of audiences’ needs and ultimately more fun. Engagement is key for brands to glean data about their audience, and will mean that consumers will keep coming back.
While the Gartner survey resulted in some predictable statistics, such as a 37% increase in social media users, it did throw out some interesting results which have not yet been addressed – such as social media boredom. Until now, social media has been viewed as a new and exciting way to engage an audience – however the survey proves that most users are in fact passive.
This is something that needs to change, particularly from a brand point of view. It is not just enough for social media websites and platforms to connect people anymore – they need to actively engage with users, piquing interests and keeping users coming back. With the digital native generation constantly needing stimulation, brands need to think hard about how they will keep their audience enthused.
Brands also need to think about their audiences when considering using social media tactics. The survey showed that teens have increased their social media consumption, while older people seemed more concerned about privacy. Social media usage, particularly in the B2B space will continue to rise this year.
How brands continue to innovate and engage users will be key in retaining customers.
We at Global Dawn believe in the 1-9-90 dynamic, which is based around the theory that of every 100 users who engage with a social media site, 1s are content creators, 9s are actively engaged and 90s are passively engaged consumers who never contribute to or create content. Brands need to target the 9s,convincing users to stop being passive and start being active.”
By Jonathan Lakin
CEO
Global Dawn
www.globaldawn.com