Marketing in Social Media: The Answer to Your Business Needs


By Mallory Maloney

I read a mind-boggling fact recently. If Facebook was a nation, it would be the third most populous nation in the world. Wow. With well over 1 billion users, Facebook has handed the world a platform on which communication is limitless. But Facebook is not alone. Twitter, LinkedIn, Instagram, Tumblr, Pinterest. The list goes on and on. There are new types of social media created every year that a person uses to share his or her life. They also provide businesses, if used correctly, immense opportunity to grow. Marketing in social media is the key for spreading an industry’s reach in an ever-evolving world.

The Merriam Webster dictionary defines social media as “forms of electronic communication through which users create online communities to share information, ideas, personal messages, and other content.” Sixty-seven percent of all American internet users use at least one social networking site. Locally, 402,398 people (65% of population) in Pierce County have used Facebook in the last 30 days, and 119,858 (59% of population) in Thurston County.

Social networks such as Facebook originally began as a tool for young adults, and that age group still holds the majority of social media participation: 83% of internet users ages 18-29 are active in social networking.

It is crucial nowadays for businesses to be “connected,” because that is where the customers are along with the money. A simple blog is a fantastic means of gaining presence in the online world. According to, “nearly 40% of US companies use blogs for marketing purposes…companies that blog have 55% more website visitors.” Blogging, along with photo and video sharing, have so many benefits. Here are a few:

  • Share knowledge and expertise
  • Customer engagement
  • Increase traffic
  • Show off products & services
  • People love photos and share them easily with acquaintances
  • A product video will attract an audience more than an article will

The tremendous spread of mobile use in the U.S. has people connected with their social media even more. People not only access websites through their desktop, but now can access them virtually anywhere with cell service. Over one-hundred million Americans own a smartphone, which makes up 57% of the mobile market penetration. Forty percent of these Americans access social media on their mobile devices. Since so many people use social networking, businesses are connecting with customers online.

Since marketing in social media has proven successful, almost all businesses have jumped on the bandwagon. Ninety-four percent of all businesses with a marketing department use social media. Out of these businesses with dedicated social media platforms, 58% of them have reported an increase in sales after three years. After being asked which social media area they plan to expand, 76% of businesses stated they plan on increasing efforts on YouTube. Facebook came in second place with 72% of businesses, and Twitter with 69%.

Many people and businesses have found success with social media. A good example is Barack Obama’s presidential campaign in the 2008 election. Obama used social networking to promote his campaign and connect with the younger generation of voters. Last fall, Southwest Airlines used Facebook to advertise their 50% off sale. They were able to reach people through shared Facebook posts and generated conversation amongst potential customers. Hertz’s Share It Up campaign on Facebook used social media to increase visibility. If friends shared the post with others, they gained more discounts. All these companies harnessed social media to their advantage.

The online social world is only escalating, and the creation of new technology will facilitate its growth. If businesses maintain an active presence and market wisely, they will thrive.


Current news consumer facts

How many print newspapers does an average person read, daily?

Number of Americans Who Read Print Newspapers Continues Decline

In October 2012, a Pew Research survey found that only 51% of the people they interviewed stated they enjoyed reading. Twenty-nine percent of these people stated they read newspapers — with 23% stating they read printed newspapers. The Pew article notes that there has been a declining trend in the last ten years of people who read printed newspapers (fallen from 41% to 23%) and how many regular news consumers are now reading their papers digitally through a computer or a mobile device.

For full article click here

How are they consuming their news? Print? Digital? Radio? TV?

Pew: Half of Americans get news digitally, topping newspapers, radio

This article illustrates numerous facts about news consumption and age brackets. The most telling example is that most people under the age of 25 get their news from digital sources (60%). However, news consumption of any kind with the age bracket of 18-29 is far lower than any other age group.

For full article click here

Mobile Devices and News Consumption: Some Good Signs for Journalism

According to research done by The State of the News Media 2012, 44% of American adults own a smartphone, and 23% of adults get news on at least two digital devices. While the desktop or laptop computer remains the primary digital platform for news (54% of Americans get news there), the number of consumers who get news on multiple digital devices is growing.

For full article click here

eMarketer: Consumers Spending More Time with Mobile as Growth Slows for Time Online

A study conducted by eMarketer on October 22, 2012, estimates that activities on mobile devices, such as internet usage and gaming, has grown over 200% among Americans between 2010 and 2012. Mobile is growing due to the fast uptake of smartphones and tablets, which is expected to consistently increase in the future.

For full article click here

What is the age range of the population that consumes the news most/least?

Newspaper Readership & Audience by Age and Gender

Posted on March 18, 2013, the Newspaper Association of America (NAA) graphednewspaper readership statistics based by age and gender in U.S. adults. Women were found to read a newspaper, be it print or digital, 6% more than men. Additionally, adults aged 35 or older read more than double the amount of newspapers than adults aged 18-34.

For full article click here

Is there a difference in readership depending on education? Newspaper Readership & Audience by Education

According to the Newspaper Association of America (NAA), the highest newspaper readership area consists of adults who may or may not have graduated high school, while the lowest readership is those who graduated college. One college graduate reads a newspaper for every three high school graduates. However, when considering this research it is important to note that there are more high school graduates than there are college graduates.

For full article click here

Print vs. Digital

Newspapers: By the Numbers

A study done by The State of the News Media 2013, portrays the decline of print advertising revenue and growth of online advertising revenue in the U.S. Online grew by 3.7% in 2012 and is now 15% of total advertising revenue nationwide. Circulation revenue has remained stable in the past year, and Sunday circulation has increased.

For full article click here

The Archer Announcement

Mobile Use

  • Localized advertising campaigns are likely to bring in half of the expected $4.2 billion in U.S. ad revenues for the mobile platform.
  • In 2011, 11% of U.S. adults owned a tablet computer of some kind while 53% consumed news on their tablet every day. The same study showed that 3 in 10 new tablet users spent more time consuming news than  before they owned a tablet.
  • Market research firm IDC said it expects that tablets will outsell laptops this year.
  • By 2015, tablets will have more market share than the PC market.

Social Networking

  • More than 50% of internet users access Twitter and Facebook through a mobile device.
  • Mobile accounted for 11% of Facebook’s ad revenue last year
  • Twitter is reporting that its mobile ad revenue now regularly outpaces its desktop ad revenue.

To view more digital information (including the May 2013 report from Omniture) please click the link below.

The Archer Report