Back in 2012, I had to write an article on why companies were not using ‘Social Media’ to the fullest. So as an aspiring reporter, I started to research the basic statistics of social media websites such as Facebook and Twitter. It appeared that in 2011, 770 million people globally were using one or multiple forms of social media. As of February 2016, over 2.2 billion people are actively using social media according to SmartInsights. Facebook is one of the biggest stakeholders, with a total user base of roughly 1.6 billion users, seconded only by the Facebook-owned Whatsapp, which has 1 billion users. These numbers are mind boggling to me, even though I am considered to be part of the generation that grew up with social media.
However, to come back to the subject of the article that I had to write, about the importance of social media for companies, lie the impressions that people spread about products and companies on aforementioned social media. In the first quarter of 2011, 112 billion impressions were shared on social media, according to U.S. Online. Considering that research in the Netherlands showed that 79% of people trust the impressions shared by social equals, this means that there is a huge market for companies to operate in. If you convince a person via social media of how great your product or company is, there is a possibility that if that person shares this on social media, 79% of his peers will be likely to have a positive attitude towards your product or company as well.
There are various ways you can convince a person to favor you as a company. As an example, I took Ferrari and looked at how they tried to reach the people that follow them on Facebook. In 2012, they accomplished the feat of reaching 10 million likes on their page. As a thank you, they made a cartoon in which they showed their appreciation. In my opinion this is somewhat lackluster. A company like that has the infrastructure, contacts and the PR-budget to do something much bigger. Why publish your own advertising, if you could, for example, fly in a couple of fans and provide them with the day of their life. Considering the social media age we live in, these fans are bound to be active on Twitter, Instagram, Facebook. During this time they will be sharing all their impressions with their followers. As we said before, there is a high chance that 79% of their followers will now also be favorable to Ferrari. That’s something worth considering.
Global social media research summer 2016 (Chaffey, Dave,2016) http://www.smartinsights.com/social-media-marketing/social-media-strategy/new-global-social-media-research/
U.S. Online Display Advertising Market Delivers 1.1 Trillion Impressions in Q1 2011 (Lipsman, Andrew, May 2011) http://www.comscore.com/Insights/Press-Releases/2011/5/U.S.-Online-Display-Advertising-Market-Delivers-1.1-Trillion-Impressions-in-Q1-2011?cs_edgescape_cc=US
Nederlanders vertrouwen ‘owned’ media van bedrijven meer dan traditionele media (The Dutch trust ‘owned’ media of companies more than traditional media)(Mulder, Jasper, January 2016) http://www.adformatie.nl/nieuws/nederlanders-vertrouwen-owned-media-van-bedrijven-meer-dan-traditionele-media
Ferrari’s Facebook followers reach 10 million (2012) http://auto.ferrari.com/en_EN/news-events/news/ferraris-facebook-followers-reach-10-million/