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Social Media Update 2016 via Pew Research Center

A majority of Americans now say they get news via social media, and half of the public has turned to these sites to learn about the 2016 presidential election. Americans are using social media in the context of work (whether to take a mental break on the job or to seek out employment), while also engaging in an ongoing effort to navigate the complex privacy issues that these sites bring to the forefront.

On a total population basis (including Americans who do not use the internet at all), 68% of all U.S. adults say they are Facebook users, 28% report using Instagram, 26% Pinterest, 25% LinkedIn, and 21% Twitter.

Today smartphone owners (at the time of this survey, 72% of American adults) can choose from a variety of messaging apps that fill many of the same functions. Some of these apps look and function like a traditional chat or messaging service, while others offer unique features – such as the ability to post anonymously, or to have one’s posts expire or delete themselves after they are viewed.

Access full article from PewResearchCenter

CHART OF THE WEEK

three-quarters-of-facebook-users

 

STATISTA INFOGRAPHIC

“Facebook Inc.” includes WhatsApp, Instagram and of course Facebook and Messenger, four of the world’s largest social media / messaging services. Facebook alone reaches more than 1.6 billion people per month and WhatsApp also passed the billion-user milestone earlier this year. Tencent, the Chinese company behind WeChat and Qzone can also boast a billion users in total.

This chart shows monthly active users of selected social networks and messaging services.

Infographic: Facebook Inc. Dominates the Social Media Landscape | Statista

“The Daily Show with Trevor Noah: Meet Your Target” – Comedy Central and a Trio of Visuals

When it was announced that Jon Stewart was departing The Daily Show, to be replaced by a relatively unknown bi-racial South African comedian, Comedy Central was faced with the challenge of keeping the core base of viewers while broadening the show’s appeal to bring in a new, younger, and more multicultural generation of fans.  

Additionally, Comedy Central sought to extend the show’s relationship with fans beyond the television to everywhere else people are consuming video content and interacting with the objects of their fandom.

We joined forces with the network’s marketing team, and ultimately developed a target audience of potential viewers, dubbed “Progressive-Minded News Consumers.” The methodology, results and implications will be presented at the conference.

A TRIO OF VISUALS

 

Social Media

Courtesy of HocusFocus (source: e-Marketer)

sm-chart

 

Local Broadcast

Courtesy of HocusFocus (source: Broadcasting & Cable)

Largest US TV station groups – including US coverage, markets and overall number of stations.

tv-table

 

Multi-Platform

Courtesy of Bloomberg (source: comScore interview)

This visual illustrates the challenging issue of double-counting cross-platform viewership. Examining only four devices requires isolating 13 different viewership segments (see below).

Of course this gets more complicated when additional devices become available.

duplicating-chart

 

What Makes Brands’ Social Content Shareable on Facebook?  An Analysis That Demonstrates the Power of Online Trust and Attention

A December 2015 Journal of Advertising Research article by Tania Yuki, Founder/CEO of Shareablee, analyzes which psychological drivers might increase the likelihood of social sharing of brand content on Facebook.  She feels that such sharing is an indication of genuine interest and advocacy by those consumers, and that the shared content is valuable to the development of brand equity. Yuki believes that few brand marketers fully realize the value of consumers sharing brand content on Facebook.  To the author’s knowledge, there has been limited research on what actually makes content shareable and on the psychological drivers that prompt sharing.

Yuki’s methodology involved replicating an earlier framework that outlined ways to increase virality of content. The author tracked the 2,000 most-shared social posts over a 12-month period on Facebook and then surveyed more than 10,000 social-media users about what might drive them to share that content online.

This paper concluded:

-there are clear psychological drivers that affect sharing of brand content on Facebook: social currency, emotion, usefulness, and content that tells a story.

-these drivers vary by users’ age and gender as well as by brand category.

-these differences should inform the ways in which marketers craft their social content to inspire their audiences to share their content and, thereby, generate word-of-mouth and earned media recognition.

Brand marketers who understand the significant drivers of shareable content can use these insights to develop their social content and to design their posting strategy on social media channels.

See all 5 Cups articles.

 

 

 

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