Social Networking Trends Revealed In New Research

Scott Lambert

It is important for content marketing professionals to know which social network sites are best used for different types of content; while one platform might be ideal for promoting images, another site could be better at sharing online articles.

New research has uncovered four major findings that content marketers should take note of to help them decide where to make the most of their social media efforts. The first finding is that people tend to spend far more time on social media profiles with powerful visuals than they do on other platforms that lack images. Most professionals realize that getting an immediate emotional response from an image is far easier than from an article.

The power of pictures can be seen in new data collected that outlines how many hours the average user spends on networks every month. While Twitter and LinkedIn were found to have 36 minutes and 17 minutes respectively, Facebook, Tumblr and Pinterest averaged 6 hours 33 minutes, 1 hour 38 minutes and 1 hour 17 minutes. Incorporating images into blog posts and then sharing them on these highly visual websites can be more effective than, for example, investing heavily on Twitter.

The second finding was that for SEO purposes Google+ is the best network to utilize. Just 14% of marketers are spending time making Google+ a high priority; however, after the recent findings, this should change. Posts on Google+ are often found higher in search rankings, especially when first sentences are optimized.

Third, it will come as no surprise that with Facebook’s latest change to its news feed, page posts have once again been affected. In a bid to provide users with more relevant content, Facebook changed its algorithms in January. Page updates no longer rank as highly as friend updates. With not as many fans seeing page posts, it is important for content marketing to be interesting and diverse, with posters using links, photos, questions and videos in their content.

Finally, an important point for B2B marketers to note is that the opportunities for the most successful content marketing efforts is through LinkedIn, with Twitter and SlideShare coming in second and third place. With its public publishing platform now open, LinkedIn has become a great place to share professional blog posts and personalized insights.

It won't be long before professionals take note of these new trends and audit their content marketing efforts. After taking the time to review your existing social media accounts, let us know what changes you plan on making by leaving us a comment below.

Scott Lambert

Written by Scott Lambert

For 35 years, Scott has been at the forefront of digital transformation and how it is effectively applied in businesses and organizations to market, sell, and support customers and members more successfully and cost effectively. Scott is President and Co-Founder of Xcellimark, an award-winning digital marketing agency serving clients throughout the U.S., Canada, Central America, and Germany. Xcellimark helps businesses succeed through the implementation of its unique digital marketing and sales approach specifically designed to meet their specific goals and objectives. Scott’s marketing, sales, and operations experience have included key management positions at industry leaders including AT&T, iXL (now SapientRazorfish), eSchool Solutions (now TalentED), and BellSouth, where he led the product development, marketing efforts, and market launch of, the second public ISP developed in the U.S. Scott is the author of articles highlighted on leading online publishers such as LinkedIn, Business 2 Community, and he was recently featured by LinkedIn in the Entrepreneur magazine article on “No Time for Marketing? Hire a Freelancer.” His engaging personality and wealth of real-world and business experience make Scott a frequently requested speaker. Some of his engagements include being the featured speaker in a series of Orlando Business Journal seminars on Digital Marketing, speaking at the WSI London conference, and at international conferences in Belize. Scott has a Bachelor’s degree in Accounting from the University of Mississippi and a Master’s of Science in the Management of Technology from the Georgia Institute of Technology (Georgia Tech). Scott has been active in global mission efforts and is a board member of Global Teams, a Christian outreach organization. He lives in Winter Springs, FL with his wife Nancy and dog Sadie.

Topics: Social Media

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