Recent statistics suggest that social media, far from being a passing fad, continues to increase in popularity with Australian internet users.
In August 2009, ComScore found that more than 70 per cent of Internet users in Australia – or nearly nine million people – visited a social networking site in June of the same year. This represents a year on year increase of 29 per cent.
Statistics released in January this year by the Neilsen Company also show that Australians are leading the world when it comes to the amount of time that they spend each month on social media sites.
Contrary to popular opinion, social networks are no longer the exclusive domain of the under 18s. Facebook user statistics as at 15 Feb 2010 place the 25 to 39 years age bracket as the single largest demographic group on the site, followed closely by 18 to 24s.
Consumer expectation is changing as a result of this increased exposure to social media.
A recent report by Cone Research in the US found that 93 per cent of social media users believe a company should have a presence in social media, while an overwhelming 85 per cent believe a company should not only be present but also interact with its consumers via social media.
It is no surprise then that there is mounting pressure upon private enterprise and Local Government to develop social media capabilities.
But this often results in isolated ad hoc activity and a misguided focus upon technology rather than long term objectives.
The decision to enter the social media environment should not be taken lightly. Beneath the hype, social media is about establishing and maintaining an ongoing dialogue. There is a temptation to focus upon the tools.
A strategic approach together with a working understanding of the ethos and components of social media are essential to ensuring that social media initiatives are realistic, genuine and sustainable.
To book a Local Government Executive Briefing on Social Media with expert Peter McMahon please contact Rachal Van Wyk on Rachal@indigotraining.com.au or call (03) 9280 0277.
*Copy supplied by Indigo Training
