Todd Martin

Todd Martin

Sales Strategy

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Nielsen Report Confirms What You Already Know…Your prospects are looking for you on social networks

December 27, 2012

How many times have you heard the results of a, “scientific study,” and marveled at how obvious the outcome was? I could have told them that for a lot less money than they paid for those results, you’ve probably thought to yourself.

Todd Martin blog 122612 image 1When it comes to the outlook for social media, though, it’s rather comforting to get some good news from a reliable source like Nielsen.  The media measurement giant recently released The Social Media Report 2012 in conjunction with market research firm NM Incite.

As we move into 2013, I’m hoping that the report’s findings will encourage you as they did me. The countless hours you put in trying to educate, encourage and entertain your customers online during 2012 were put to good use. Social media will continue to evolve, and should only improve as a platform for your social selling efforts.

Specifically, here’s some of what Nielsen learned, and my take on how it will affect social selling and CRM:

Smartphones and tablets are becoming the preferred vehicle for social sharing. 46 percent of social media users are accessing it using their smartphones, 16 percent via tablet. Almost half of the population is viewing your social presence on the small screen. Are your website and blog optimized for mobile yet? If not, it’s clearly time.

Facebook and Twitter rule social media for now, but new sites continue to emerge. Pinterest, for one. It’s the #3 network according to some, and there are new ones popping up all the time. So if the Big 2 aren’t working as well as you’d hoped for your brand, stick around. There’ll be more down the road.

Social media word of mouth has great impact on potential buyers. Word of mouth has always been critical, but its importance has grown exponentially since social sharing took root. This means that in 2013, you’d be wise to deal with online criticism quickly, encourage use of Share buttons and treat each individual as a unique person – but also someone at the center of another social universe containing potential customers.

76 percent of those surveyed feel positive after social media networking. This means that 3 of 4 people online like what they’re experiencing, which should give you reason to feel optimistic.Todd Martin blog 122612 image 2

Finally, more people continue to participate online, and for longer periods. From July 2011-July 2012, the time spent online via PCs and smartphones went up 21 percent. Time spent on mobile apps more than doubled.

I’m not a huge believer in the practice of making New Year’s resolutions, but there’s something to be said for spending some time at year’s end looking at the previous 12 months and determining what worked and what didn’t – and making plans for the next 12 months based on the outcome. Looks like social networking has a reserved seat for 2013.

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