Marketing to Women: Facebook Users Get More Than They Give

July 29, 2012 § Leave a comment

Are we obsessed with social media – or are we obsessed with ourselves?  That’s the question asked in the infographic below, based on the fact that 80% of our posts on social media are about ourselves.  And of the 250 million photos updated daily, 35% of the users tag themselves in the photos.  It seems that our self-esteem and ego are tied up in social media posts.  People with high levels of narcissism or low levels of self-esteem spend more than an hour a day on Facebook.

MARKETING FACTOID:  Average Facebook users have 245 friends.

Facebook users can reach an average of more than 150,000 Facebook users through their Facebook friends; the median user can reach about 31,000 others

According to the 2012 Pew Facebook Study, a good many Facebook participants – ranging between 20% and 30% of users depending on the type of activity – are power users who perform activities at a much higher rate than average users.  Of course, women are definitely power users, posting 21 posts a month versus 6 posts made by men.

It is important as marketers to focus on power users.  Target those fans who comment and engage the most.  Create engagement through contests and other means to share content.  Think about contests that allow them to share their opinion, a story or a photograph.  Reward their online behavior with special news, exclusive offers or sampling activity.

And contrary to The Beatles famous line “And in the end, the love you get is equal to the love you give”, most of us are receiving more Facebook love than we are giving.  As a result of these power users, the average Facebook user receives friend requests, receives personal messages, is tagged in photos, and receives feedback in terms of “likes” at a higher frequency than they contribute.

Think about your own Facebook wall.  Power users tend to specialize.  Some 43% of those in the Pew sample were power users in at least one Facebook activity:  sending friend requests, pressing the like button, sending private messages, or tagging friends in photos. Sound familiar?

And, Pew reports that very few of us really “unfriend” others.  And, 80% of all friend requests are accepted.

So, is all this narcissism good for us?  There are pros and cons.  Pew found that those who are highly active on Facebook receive social support and that is positive.  Another study highlighted in Forbes found that avid Facebook female users may tend to be unhappier and less content than others.

 

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