You might expect the average marketer to generate a storm of social activity, but how do they compare with the average social media user? That was the question the Association of National Advertisers (ANA) set out to answer in their 2014 survey, “How Social Are You?”
The results from across the ANA’s membership aren’t much of a surprise: Many advertising pros are above average users of social platforms. Just how connected are we? And which platforms have won our loyalty—for now at least?
According to the survey, 82 percent of marketers are social media users, with 30 percent describing themselves as “very active” and six percent as “extremely” active.
Drilling down into activity on different platforms, the survey revealed just how much more active marketing professionals are when compared to the average U.S. adult (as estimated by the Pew Research Center).
- The biggest difference came with the use of LinkedIn, with 92 percent of marketers enjoying the platform compared to just 22 percent among the general population. This isn’t surprising, given the networking and career opportunities the platform offers.
- Facebook use was most closely aligned, attracting 92 percent of ad pros compared to 71 percent of other Americans.
- Twitter proves to be well used by marketers at 71 percent compared to 18 percent more widely.
- Pinterest (55 percent) and Instagram (51 percent) are also well used among marketers, compared to 21 percent and 17 percent respectively among all adults.
- Facebook was cited as the “favorite” social network by 45 percent of respondents, compared to 19 percent for LinkedIn, 16 percent for Instagram, 12 percent for Twitter, and just six percent who put Pinterest at the top of the pile.
- Among marketers, the highest average number of social connections is on LinkedIn (507), followed by Facebook (385), then Twitter (232).
The survey also revealed marketers like to mix the personal and professional, with just over half (51 percent) confirming they post industry news and work-related content on personal accounts. Facebook is the most popular platform when mixing business and pleasure, with Twitter and LinkedIn lagging behind.
Rather surprisingly, given the importance of content marketing in the advertising landscape, only one in five marketers reported blogging, either personally or professionally. Definitely a missed opportunity for those who want to enhance their personal or professional brand.
It definitely wasn’t surprising to learn that marketers, so immersed in the digital environment in their work lives, are above average users of social media in their personal lives as well.
What may raise a few eyebrows is the revelation that so many blur the lines between posting personal and professional content. There’s a fine line between sharing interesting content and your shares beginning to feel spammy. Remember, while your company’s most recent industry award or latest case study might be interesting to you, your old high school buddies and your family out east might not be so appreciative.
Personally, it doesn’t bother me one bit—I’m judicious with what I share, and make sure to include a lot of interesting, non-work related articles also. It’s really down to you to decide, as only you truly know the people who make up your Facebook friend list.
How about you? How do you balance work and personal content on your social media accounts? I would be interested to hear your experiences.
The full report is available (to ANA members only) through the ANA website.
Other resources on this topic:
Social Media and The Fortune 500 CEOs [Report]
TV Producers, Execs on Using Social Media to Their Advantage
Social Media: Why We Share Things Online
Photo Credit: Polarbear App via Compfight cc
Shelly Kramer is a Principal Analyst and Founding Partner at Futurum Research. A serial entrepreneur with a technology centric focus, she has worked alongside some of the world’s largest brands to embrace disruption and spur innovation, understand and address the realities of the connected customer, and help navigate the process of digital transformation. She brings 20 years’ experience as a brand strategist to her work at Futurum, and has deep experience helping global companies with marketing challenges, GTM strategies, messaging develoment, and driving strategy and digital transformation for B2B brands across multiple verticals. Shelly’s coverage areas include Collaboration/CX/SaaS, platforms, ESG, and Cybersecurity, as well as topics and trends related to the Future of Work, the transformation of the workplace and how people and technology are driving that transformation. A transplanted New Yorker, she has learned to love life in the Midwest, and has firsthand experience that some of the most innovative minds and most successful companies in the world also happen to live in “flyover country.”