23 Social Media Facts to Share with Executives

For my job, I read and research A LOT and save A LOT of useful stats and figures that help “sell” the benefits of social media for companies. Not just from a communications perspective, but also from a strategic thinking and integration point of view. Usually they wind up stuck in my presentations or in my bookmark folders, but aren’t shared much outside of my company’s four walls – which is unfortunate.

Social media is a place to share, so here is a breakdown of 23 high-level numbers and statistics that can make jaws drop, and get the hamsters in their heads turning the wheel.  If you are asking why 23, well I was watching the NBA with my nephew when thinking up this post and figured I would pay homage to Jordan. Feel free to share in presentations as you like.

  • In the US, there are 149M active Facebook users, 70% log in once a day – Ogilvy & BuddyMedia
  • Social media accounts for ~ 25% of all time spent online over 35 minutes per hour – Nielsen
  • Facebook accounts for 8.93% of all website visits in the US. All of Google’s properties including YouTube, Gmail, Google accounts for 9.85% – Experian Hitwise
  • 64% of Facebook users have liked a brand on Facebook – ExactTargetHow much time is spent on social media
  • By 2012, half of the world’s Internet users, 1 billion people, will have a Facebook account – TIME (12/7-1/3 edition)
  • Facebook’s fastest growing demographic is 17-35 year olds – TIME
  • 43% of Facebook users who “unlike” a brand do so because of too much push marketing – Exact Target
  • 46% of Internet users worldwide interact with social media on a daily basis –TNS
  • 25% of social media users are more likely to look into a brand advertising on social media – Adology
  • 15% of these users are more likely to purchase from social media advertisers – Adology
  • 38% of Small & Micro Businesses would use social media more if they had more time or a convenient management solution –  Vistaprint
  • 46% of micro business owners utilize social media – Vistaprint
  • $4.26 billion will be spent on social media marketing globally in 2011 – eMarketer
  • 17% of US online consumers have created a Twitter account – ExactTarget
  • 48% of Twitter users check their account at least once a day – Exact Target
  • 71% of Twitter users expect to receive marketing messages via the platform – Exact Target
  • 41% of users who have unfollowed a brand on Twitter did so because they were over-marketed to – ExactTarget
  • 46% of Twitter users meet with friends more in person over 2009 – Social Mythbusting
  • 78.6% of consumers have joined a company’s community to get more information on the company – Universal McCann
  • 71% of community members say they are more likely to purchase from brand – Universal McCann
  • 66% of company community members note that the community has made them more loyal to a brand – Universal McCann
  • 63% of corporate community members note that they will recommend brand to friends/family – Universal McCann
  • Ford’s 2011 Explorer launch on Facebook generated a 200% greater return than a Super Bowl ad –  Social Media Case Studies, Stories, Perspectives

This post was inspired by this great post from my friend Arik Hanson, and I encourage you to post up a similar one if you are squirreling away stats and figures that could help your fellow social media practitioners.

48,826 Responses to 23 Social Media Facts to Share with Executives
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  6. Petya
    February 15, 2011 | 4:04 am

    Very valuable post, Jeff! Thank you for your efforts to put all these facts in one place.

    Cheers,
    Petya
    http://www.higher-and-higher.com/

  7. 3 important posts #PR pros should read asap |
    February 15, 2011 | 5:21 am

    […] 23 social media facts to share with executives. Jeff Esposito presented on his blog a lot of useful statistics and figures which are very valuable when ‘explaining’ the benefits of social media for the business.  […]

  8. jeffespo
    February 15, 2011 | 5:31 am

    @Petya Thanks for stopping by Petya. Glad you found the stats useful.

  9. mjtam
    February 15, 2011 | 7:54 am

    Wow, there’s a lot to learn from this post! Thanks for writing this.

  10. StoryAssistant
    February 15, 2011 | 7:58 am

    Jeff – thanks for posting these! Like you, I come across hundreds of stats every week. Many are more relevant to the consumer…these are great and business-focused. Very timely as we’re having a hard time selling “Social Engagement” into an exec team right now. Also, thanks to Sarah Evans for sharing this post with me…I’m a new follower:). Cheers!

  11. jeffespo
    February 15, 2011 | 8:09 am

    @mjtam Glad these helped

  12. jeffespo
    February 15, 2011 | 8:13 am

    @StoryAssistant Glad this helped, numbers always help selling to execs. Have a great day.

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  17. Nikki_Stephan
    February 15, 2011 | 8:32 pm

    These stat posts are always valuable. Thanks for sharing! Added this to Diigo (common theme – I learned about Diigo from Arik!).

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  19. RManning_Mynt
    February 16, 2011 | 2:49 pm

    Excellent post! Thank you for sharing.

  20. JROstergaard
    February 16, 2011 | 9:25 pm

    Thanks for this. Great to get this info all in one place. Can’t wait to make some jaws drop when I share it. I did a double take at the Nielsen clock graphic though: over 20 mins for “other”? Hhhhhhmmmm….

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  22. jeffespo
    February 17, 2011 | 5:10 am

    @JROstergaard If you think about it, things like porn and news sites were left out of their own categories.

  23. jeffespo
    February 17, 2011 | 5:11 am

    @Nikki_Stephan Thanks for stopping by and dropping a comment. I haven’t heard much on Diigo, but I am a dinosaur and keep all the links I like in terms of research on a word doc.

  24. Nikki_Stephan
    February 17, 2011 | 8:23 pm

    @jeffespo Wow, you are ancient! 😉 Actually, that’s smart in some ways, because I always worry about using online tools to keep track of reference materials/resources, or tools like Evernote to keep my life organized. Those sites could up and disappear tomorrow, and I would cry!

    Anyway, if you decide you want to migrate to the online world to bookmark good articles/posts, Diigo is a great option that pretty much takes the place of Delicious.

  25. […] 23 social media facts to share with executives via […]

  26. jeffespo
    February 18, 2011 | 5:09 am

    @Nikki_Stephan Hey now, I am almost 30 – not that old 😉 In all seriousness, I never saw a use for Delicious, but do use evernote quite a bit. The word doc works for me because its a quick reference and is on a thumb drive and the network at the office, so if I am in a conference room and need a link, I can grab things.

  27. WendyBauerPiersall
    February 18, 2011 | 2:05 pm

    Indeed I have been squirreling away stats and figures. Here’s my post. 🙂

    http://www.wendypiersall.com/mom-blog-statistics/

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  33. gregalam
    February 24, 2011 | 12:38 pm

    Great list. It’s always good to see some numbers behind all they hype.

  34. jeffespo
    February 24, 2011 | 12:42 pm

    @gregalam Glad to help Greg.

  35. jeffespo
    February 24, 2011 | 12:42 pm

    @WendyBauerPiersall Awesome!

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  37. Caitlin_Jarvis
    March 16, 2011 | 5:25 pm

    I really liked this list and how it complies facts from all different sources. There were some really obvious facts included with some that surprised me, like “$4.26 billion will be spent on social media marketing globally in 2011.” Wow!

  38. Caitlin_Jarvis
    March 16, 2011 | 5:25 pm

    I really liked this list and how it complies facts from all different sources. There were some really obvious facts included with some that surprised me, like “$4.26 billion will be spent on social media marketing globally in 2011.” Wow!

  39. Caitlin_Jarvis
    March 16, 2011 | 5:25 pm

    I really liked this list and how it complies facts from all different sources. There were some really obvious facts included with some that surprised me, like “$4.26 billion will be spent on social media marketing globally in 2011.” Wow!

  40. Caitlin_Jarvis
    March 16, 2011 | 5:25 pm

    I really liked this list and how it complies facts from all different sources. There were some really obvious facts included with some that surprised me, like “$4.26 billion will be spent on social media marketing globally in 2011.” Wow!

  41. Caitlin_Jarvis
    March 16, 2011 | 5:25 pm

    I really liked this list and how it complies facts from all different sources. There were some really obvious facts included with some that surprised me, like “$4.26 billion will be spent on social media marketing globally in 2011.” Wow!

  42. Caitlin_Jarvis
    March 16, 2011 | 5:25 pm

    I really liked this list and how it complies facts from all different sources. There were some really obvious facts included with some that surprised me, like “$4.26 billion will be spent on social media marketing globally in 2011.” Wow!

  43. Caitlin_Jarvis
    March 16, 2011 | 5:25 pm

    I really liked this list and how it complies facts from all different sources. There were some really obvious facts included with some that surprised me, like “$4.26 billion will be spent on social media marketing globally in 2011.” Wow!

  44. Caitlin_Jarvis
    March 16, 2011 | 5:25 pm

    I really liked this list and how it complies facts from all different sources. There were some really obvious facts included with some that surprised me, like “$4.26 billion will be spent on social media marketing globally in 2011.” Wow!

  45. Caitlin_Jarvis
    March 16, 2011 | 5:25 pm

    I really liked this list and how it complies facts from all different sources. There were some really obvious facts included with some that surprised me, like “$4.26 billion will be spent on social media marketing globally in 2011.” Wow!

  46. Caitlin_Jarvis
    March 16, 2011 | 5:25 pm

    I really liked this list and how it complies facts from all different sources. There were some really obvious facts included with some that surprised me, like “$4.26 billion will be spent on social media marketing globally in 2011.” Wow!

  47. Caitlin_Jarvis
    March 16, 2011 | 5:25 pm

    I really liked this list and how it complies facts from all different sources. There were some really obvious facts included with some that surprised me, like “$4.26 billion will be spent on social media marketing globally in 2011.” Wow!

  48. Caitlin_Jarvis
    March 16, 2011 | 5:25 pm

    I really liked this list and how it complies facts from all different sources. There were some really obvious facts included with some that surprised me, like “$4.26 billion will be spent on social media marketing globally in 2011.” Wow!

  49. Caitlin_Jarvis
    March 16, 2011 | 5:25 pm

    I really liked this list and how it complies facts from all different sources. There were some really obvious facts included with some that surprised me, like “$4.26 billion will be spent on social media marketing globally in 2011.” Wow!

  50. Caitlin_Jarvis
    March 16, 2011 | 5:25 pm

    I really liked this list and how it complies facts from all different sources. There were some really obvious facts included with some that surprised me, like “$4.26 billion will be spent on social media marketing globally in 2011.” Wow!

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