This Center for Media Research article on Media Post highlights some really bad numbers for Facebook and maybe debunks how social we really are on Social. I am always surprised the industry media's never catch this stuff or connect. With all the press and valuations about Facebook. 142 million US consumers visited Facebook in the Month of May per Compete.
I was shocked when I saw a stat that for every Facebook Status Update there is 128 SMS Text Messages sent. And the Average US High School Student sends 3300 per month! They are not updating their Facebook status this often. They surely have access to Facebook. It is not a true real time Communication Platform like Text or Twitter.
The stat everyone will cherry pick because they like to lie is that 92% of the Social Network Users are on Facebook. Without asking how many are active on Facebook.
So here is the numbers for the Average US Consumer who is on Facebook.
Only 51% log into Facebook every day.
The rest are much more random. It is my view anyone who logs in every other day is going to be REALLY hard to reach for marketing unless you send private emails. When the user logs in if they have 200+ friends they will have 300+ status updates and I doubt even half will get read.
31% are highly active which says that 45 million in the US are on it everyday being active. 29 million log in for a visit. But this also says of the remaining 70+ million barely use the network.
In an average day on Facebook:
15% of Facebook users update their own status.
Only once every 6.67 days. Obviously we aren't telling much about our day to our network.
22% comment on another's post or status.
Only once every 5ish days we will comment on a post on Facebook.
20% comment on another user's photos.
Once every 5 Days we will comment on a Photo
26% "Like" another user's content.
We only Click Like ONCE EVERY FOUR DAYS! Is this not proof Facebook isn't viral? Or that we are not active. You have to tell me in a network filled with real friends as well as semi-real we only see one post or item to Like every 4 days? Not even sympathy LIKES?!!!!
10% send another user a private message.
We obviously aren't using Facebook for email since we send a message once every ten days!
Towards the end they show that most Facebook connections (vs say Twitter) are real life connections. So you would think since you know 90% of your network personally on average you would Like more content and be more active on the network. But obviously the reverse is true.
So you think you can reach people on Facebook for your business. Good freaking luck! Better chances of picking the Tri-Fecta at Belmont. I am not saying don't have a Brand Page or have one on Google + if they allow them. But be realistic about things. Your customer is not on Facebook. You have some customers there but not most. And you want to reach most, not just some right?
Still value the traditional and proven Media Channels. They work. Social hasn't changed anything when it comes to marketing yet. You still have to work to reach your target customers.