A Marketer’s Guide to the 2018 Yellow Social Media Report

The Yellow (formerly Sensis, formerly Yellow!) Social Media Report* 2018 is “designed to give Australians a clear understanding of the ways social media is shaping our lives and our purchasing decisions” – it provides “a great business tool and talking point.”

In particular, if you’re a business owner interested in gaining competitive advantages by Facebook advertising and using a strategic habit of marketing communications across not only Facebook, but also: Instagram; Twitter; LinkedIn; Google & YouTube.

*The report has actually become three downloadable reports / resources: Consumers (Part 1); Businesses; (Part 2); and Social Media Advertising (eBook).

So why is it such a great business tool and what are the talking points!

1.  The first thing most Australians do every day is connect through social media. It’s how they finish too.

  • Social networking websites refer to Facebook, Google+, LinkedIn, Twitter, Instagram. Unsurprisingly the two most popular times are in the evening and first thing in the morning.
  • Smartphones are most commonly used for accessing social media, but laptops, desktops and tablets are not unpopular. An app (phone) is however used twice as much as a website for accessing social media.
  • More than nine in ten social media users are on Facebook (91%), YouTube is the second most popular (53%), ahead of Instagram (39%), LinkedIn (22%), Twitter (19%) and Google+ (13%).
  • Of consumers using social media, more than half are “more likely to: trust brands that interact with customers in a positive way; regularly update their content; and have engaging and relevant content.”

2.  Almost one half of small businesses have NO social media presence. Only one third of them are advertising.

  • Sales and marketing purposes are the key motivation behind businesses using social media. A  perceived lack of benefit is the most common barrier for businesses that are not.
  • Facebook is the preferred channel at 46% (i.e. 90% of 51%) of small businesses. Followed by Instagram (14%); LinkedIn (12%); Google+ (2.5%); and YouTube (2.5%).
  • Whilst small businesses are advertising more, it’s just 17% (i.e. 34% of 51%), who are  predominantly and quite rightly, mainly using Facebook advertising.
  • The industry that has the highest proportion of businesses with a social media presence is “Cultural, recreational and personal services” (i.e. most competitive), whilst the industry with the lowest is “Transport and storage  (i.e. least competitive).
  • Internal management of social media profiles continues to be the most common – with the small business owner the most likely to be managing their own social media accounts.
  • Less than a third of small business have a plan, and only one in five small businesses measure their return on investment (ROI) on social media.

In summary, not too much has changed since previously sharing “Why is your business so anti-social?” [blog]. That is, there’s never been a better time for businesses to:

  1. GET ON social media
  2. TIDY UP your social media
  3. BE ACTIVE on social media.

The benefits include:

  1. PROTECTING and building equity in your brand and business online and through social media websites.
  2. DIFFERENTIATING your brand, business and representatives’ online and social media presence from competitors (or threat of) and exemplifying for your umbrella of relationships.
  3. “BEING TOP OF MIND” with your target communities by exponentially increasing the number of communication ‘touch points’ with your existing clients/customers, prospects and community network.
  4. INCREASING business development OPPORTUNITIES using inbound marketing tactics and proofing, to drive the target audience to explore their interest and engage via the social channels, website, phone, email and or the front door of a ‘bricks and mortar’ business.

The fact that small business owners with a social media presence are predominantly managing in-house and by themselves can only be because they perceive it will save them money and that ‘it’s not that important anyway’. What about your time and the cost of doing it badly!

If you are interested in becoming a more social business before the next Yellow Social Media Report, call 1300 DO SOCIAL, visit Dify Social’s website or connect with us on Facebook, Instagram, Twitter, LinkedIn and find us on Google.

It would be great to hear from you and to receive your feedback!