Are you wondering how consumers are using social media?
Would you like some insights to help your healthcare business better understand people’s social habits?
In this article, I examine a recent report published by Edison Research focused on people’s latest social habits. These findings provide useful insights about consumer behavior and how your healthcare business can respond.
Here are 9 of the most interesting findings from the study.
#1. Almost 58 million Americans have the ‘social habit’
A social habit is the tendency to use social media sites several times a day. By mid-2012 the number of Americans with the social habit had risen from 18% in 2011 to 22% (approximately 58 million people).
A similar study by NM Incite provides further insight as to why people use social media. 89% do it to keep in touch with friends and family, 67% for entertainment, 66% to learn about products and services, and 48% for career networking.
Key Takeaway: As consumers invest more time on social media sites, try to find new ways to connect and engage with them throughout the day. For example post a short question on your Facebook page in the morning; a helpful article in the afternoon; and an interesting photo or brief video in the evening. And don’t forget weekends.
Remember too that consumers are interested in learning about your products and services so showcase them using appealing images and keyword-rich descriptions. Also consider introducing an e-commerce experience on your Facebook page.
#2. Twitter continues to draw new and more engaged users
Twitter continued to draw new users by impressive numbers. 23% of consumers surveyed joined Twitter six months before, 30% joined less than a year before, and another 25% joined less than two years before. The study also showed that engagement levels among Twitter users rose from 69% in 2011 to 76% in 2012
Key Takeaway: New Twitter users will not know whom to follow right away. Make it easy for them to follow your business by tweeting useful resources and thoughtful tips that answer their questions, rather than tweeting promotional content. This will also help establish you as a thought-leader in your category particularly if your tweets are focused mostly on a specific health topic.
#3. 4 in 10 Americans hear or read about ‘tweets’ every day from media
The study found that 43% of Americans hear or read about “tweets” almost everyday in the media. Another 16% hear this term regularly but not daily. TV shows such as CNN’s ‘AC 360’ and ‘Piers Morgan Tonight’ are known for promoting and extending conversations to their Twitter platforms.
Key takeaway: Every day TV audiences are being heavily exposed to Twitter and the idea of tweeting. If your business advertises on TV (or is thinking about it), be sure to encourage your audience to take the conversation online, in the form of tweets. Don’t forget to give viewers a unique hashtag to distinguish your brand. To get your creative juices flowing take a look at this stunning TV ad by American Express with numerous mentions of “tweets” and ‘Twitter”.
#4. Brand-following behavior doubles
This was an interesting discovery. Turns out that social media users are more interested in brands than ever before. In fact brand-following behavior on social media sites increased by a respectable 17% in the last two years, and by 8% from 2011 to 2012. It is likely that this trend will continue on the same upward path.
Key Takeaway: According to Hubspot the top reasons why users follow brands are to get free offers and deals, because they are existing customers, for interesting or entertaining content, and because their friends are fans of the brand. Make sure that the offers you make on your website (e.g. free research reports, Webinars, or product giveaways) are also promoted on your social media channels. Be creative and change up your offers every so often to keep things fresh and your fans engaged.
#5. Facebook is dominant platform for following brands
A whopping 79% of consumers prefer to connect with brands on Facebook while only 9% prefer Twitter for brand-following. Why Facebook?
- Facebook is a familiar space. Consumers already spend a lot of time there connecting with friends and family. Therefore it is a small effort on their part to connect with brands.
- Secondly Facebook users are heavily influenced by their friends. If a friend likes a brand, they too will like a brand (remember birds of a feather!).
- Finally Facebook offers a more user-friendly and visually interesting interface than other platforms. This allows brands to leverage offers, giveaways, contests and other entertaining content in a more appealing way.
Key Takeaway: To increase the number of your Facebook fans, consider offering free gifts and entertaining content (or a combination of these). Otherwise you could also reward loyal fans and attract new ones by providing real value (i.e. 50% off or more, not 5% or 10% according to Dave Kerpen of Likeable Media). Again don’t forget that contests and sweepstakes create a lot of excitement and energy since the idea of shared opportunity spreads fast on Facebook.
#6. Young Facebook users have lots of friends
Notice from the graph that 18 to 24-yr old Facebook users have the highest number of friends while more mature users have fewer friends. Keep in mind that birds of a feather flock together and so, friends of fans tend to behave like actual fans on Facebook.
Key Takeaway: To increase your brand’s visibility on Facebook don’t just target your fans, target their friends as well. Develop personas (or profiles) of your target audience and identify their demographics, interests, pain points, social behavior, etc. This information will help you to create content that is highly optimized for them. Then create messages that are sharable e.g. promotions that require voting (if a fan votes, their friend will be persuaded to vote as well!). The idea is to get high visibility on your fans’ newsfeed thus encouraging interaction with their friends as well.
#7. Only one-quarter of social networkers use “daily deals” sites
Generally the American population is not crazy about daily deals services such as Groupon or Living Social and only 23% of social networkers are registered users of these sites. Numerous sources suggest that there’s a lot of buyer remorse associated with Groupon. But now Amazon and Google have a grabbed a piece of the daily deals business. It’ll be interesting to see how consumers respond to these brands over the next twelve months.
Key Takeaway: Unfortunately the entire Groupon business model has long been held in question. But from the consumer’s point of view, everyone still likes a good deal. If you’re using Groupon, Living Social or a similar business model, make sure there is a profitable return for your healthcare business. Otherwise you may want to re-evaluate your goals to check whether this kind of model is still a good fit for you.
#8. One-third of social media users are ‘silent’
Most people like to engage (post status updates) on social media sites. However 34% of users are silent for various reasons. According to TopRank Marketing Blog some are lurkers (those who just sit tight and absorb information), while others are newbies who haven’t quite honed their social skills.
Key Takeaway: Silent users such as lurkers and newbies may not interact with friends or brands, but they are listening and can be valuable connections for your business. If you notice lurkers among your followers, try to reach out directly to them via direct messages. They’ll be more likely to respond if you rouse them with a thought-provoking question or comment.
Also the usual best practice of sharing tips and tricks, and other helpful content can also help to draw out newbies. As they start to figure their way around, they’ll remember you for helping them along the way.
#9. Check-in frequency declines
Both Gowalla and Foursquare saw sharp declines in user activity in 2012. In fact 57% of users said they ‘almost never’ check in. Of course Gowalla shut down in early 2012, but even with Foursquare still open for business consumers started to opt-out of the check-in craze due to privacy concerns according to a study published on Mashable. Others did not consider badges or upgraded status to be sufficient motivation to check in.
Key Takeaway: If you use location-based marketing to promote your medical practice try using a combination of specials and discounts (on select products) to encourage more patients. Because people are concerned about privacy and safety issues, your organization will have to offer unrivalled deals in order for people to give up their location.
Healthcare marketers have a great opportunity to respond to these findings by developing strategies that appeal to changing consumer habits. Continue to focus on Facebook and Twitter as these platforms draw in new users. On the downside be careful about using daily deals and location-based marketing since consumers are apprehensive about these services.
Over to you: Which of these social habits did you find most interesting? Please tell us why you think so and share your thoughts below.
**This article has been slightly revised since the first publication on Social Media Examiner on February 6th, 2013