Social media is always changing—but some industry facts are starting to become industry institutions.
After the Cambridge Analytica scandal, some predicted Facebook’s dominance might wane. The FTC ruled that Facebook had to pay $5 billion in fines for data misuse.
Yet the company continues to hold a robust market share over other social media platforms. Over two-thirds of U.S. adults (68%) say they are Facebook users. That means the platform is indispensable for your efforts—except when it isn’t.
As we recently reported on PR Daily, some communicators looked at their shrinking organic reach on Facebook and have decided to follow their consumers to other sites. Cisco’s social media team has seen great results using Twitter to create a community from its customer base of live-event attendees.
So, where should you focus your efforts?
- Millennials use social media at a rate of 90.4%, compared with 48.2% of baby boomers.
- Three-quarters (73%) of marketers say social media has been at least somewhat effective for their organization.
- Seven in 10 (71%) of consumers who have a positive experience with a brand on social media will recommend it to a friend of family member.
To see the full list of insights, consult the full infographic.