Looking for proof that you shouldn’t just spray a message out across all social networks verbatim? Well, 140 Proof partnered with IPG Media Lab to find an answer by studying the cross network usage of 500 social media participants.
It turns out that users have a strong delimitation between each, something that the study calls “Social Hygiene.” A whopping 60% of users agreed that they connect with different types of people, brands and media based on the platform.
This social hygiene shows that not only are goals different across networks, but that users actually connect differently. For example users tended to follow cultural figures more on Twitter and Instagram and family and friends on Facebook. Additionally, the survey shows some networks that simply haven’t seen brand adoption. Instagram for example isn’t seen as a destination for following brands as much as Facebook, Twitter and Pinterest are.
Another interesting find is the overwhelming multi-network usage in today’s society. 56% of respondents said that they used four or more social networking sites and 23% used seven or more sites. Not only are they using the sites, but they are using them as a quick sign-in for mobile apps. Surprisingly 67% used a social account to sign-in to an app and 91% found connecting social to mobile apps as beneficial.
It also turns out that we as marketers need to actively engage users with relevant content. Of the respondents polled 61% have unfollowed/unliked a brand while only 29% have never unliked an account. The younger demographic was particularly fleeting with their follows as 69% have unfollowed accounts:
For more, head over to IPG lab for the full whitepaper.
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