Can’t be bothered with Facebook? A new report shows you risk being left behind

(Feedsy Exclusive)

Can’t be bothered with Facebook? Think Twitter is too tough? And Snapchat – what’s that?!

If you think social media is all too hard, a couple of years ago, you might not have been alone. But a comprehensive report released by Sensis in June 2017 clearly shows more and more Australians are using social media every day.

And it’s not just the kids.

Daily social media use is now the norm for 59% of all Australians, and that figure comprises 61% of 40-49 year olds and 40% of 50-59 year olds. Yep – even your grandma checks her Facebook. Maybe she’s one of the 33% of Australians who checks it five times a day. You could ask her via Facebook messenger and there is a 80% chance that she’s an active user, and would receive the message.

94% of social media users have a Facebook account – it’s pretty much ubiquitous. And we spend – wait for it – ten hours a week on Facebook. Just on Facebook alone. If that doesn’t blow your mind, you should know that time has actually gone down –  in 2012 it was twelve and a half hours, but other channels have nipped in and grabbed some market share – Instagram and Snapchat mostly. So the amount of time we spend socialising online hasn’t changed – but the places we’re going have altered a little.

Aussies open to online advertising

We’re also becoming far more open to viewing advertising on our social channels. According to the Sensis report, “Attitudes towards advertising on social media have become more favourable. Fewer people ignore ads or are unhappy to see ads. People are also more likely to inspect a brand’s social media presence before making an online purchase if they haven’t purchased from that company before.”

This acceptance of advertising is reflected by the fact that Google and Facebook between them bring in more revenue than all the worlds’ radio stations, magazines and newspapers combined.  Think about that for a moment.  In 2017, the amount both companies are projected to bring in is 96 billion dollars. It’s a huge amount, yes, but the reason it’s so colossal is that small to medium sized businesses globally can afford to advertise on Facebook and Google. It’s not that expensive. And it works. They get ROI. So they keep doing it.

What about small business?

Which begs the question – why do only 47% of Australian small businesses have a social media presence?

According to the Sensis report, “businesses generally believe their social media advertising has been effective across all of the platforms used. This is in line with the findings of the consumer survey of the report which found that consumers are increasingly engaging with advertising on social media.”

The survey suggests one of the biggest factors stopping small business engaging is lack of time.

Another is lack of perceived benefit. Yet all the figures point to the benefits of consumer engagement via social – and in fact, advertising the business is also the primary reason businesses cite for joining the social world.

If you’re running a small business, now’s the time to think about planning a strategy around your social communication – or risk becoming invisible. With the right tools and support it need not be time consuming, and it could help you achieve greater brand awareness, leads, sales, retention and referrals – which is good for business, right?

And message your Grandma, while you’re at it.


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