Don’t base your next social media campaign on anecdotes

Almost half of Americans visit a social network on any given day. Clearly Facebook isn’t flaming out and Twitter isn’t just a fad.

The all-new 2012 edition of How Americans Use Social Media reveals what consumers are doing, looking for, and getting out of the time they spend on social media. So you can plan your social media campaigns based on data not anecdotes.

Order your copy now and you’ll discover how different demographic groups utilize social media, and which devices they use to access them. You’ll learn how to integrate social media into traditional advertising and marketing campaigns — and which measures to use to evaluate your success.

Did you know:

• Almost all online women 18-29 use social networks.
• The younger the user, the more likely they are to interact with brands via social media.
• Consumers overall are more likely to buy a brand’s products after “liking” or deciding to follow the brand via Facebook or Twitter.
• Friday is the day consumers are mostly likely to engage with a brand following a social media post.

Part I of How Americans Use Social Media shows you the genres of apps consumers prefer, offers advice on maximizing fan engagement, assesses the characteristics of social media that appeal to different age groups, and explores the impact social networking has on shopping behavior.

Part II covers how brands communicate with consumers on Facebook, Twitter, and other social networks. You will learn the value of social media to media companies, car dealers, financial institutions, the travel industry, and others.

You’ll use these industry overviews as resources for strategies and tactics that can pull in new customers and build loyalty among existing constituencies.

Click here to view the complete table of contents and list of exhibits.

Drawing on more than 40 sources, How Americans Use Social Media is a snapshot of current social media participation and practice, a means of projecting future directions, and an overview of emerging best practices that you’ll use to be a more effective marketer.

Published December 2011, 38 pages, $299 ($199 for EPM members.)

Share the 2012 edition of How Americans Use Social Media throughout your company or agency with a multi-user license. See pricing below.