Social media is more popular than ever (81 percent of U.S. online users engage with social tools at least once per month), but that popularity also increases "clutter" in the space, making it harder for marketers to stand out in a busy environment, says Nate Elliott, Forrester Research analyst.
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The average U.S. Facebook user has 135 friend connections on the site, and MySpace and Twitter users aren’t far behind, with MySpace users having an average 107 connections and Twitter users an average 77 connections.
In addition, nearly 75 percent of online users consume other social content outside of social networks, like blogs posts and YouTube videos. Younger users are even more active than the averages suggest.
Also, most users don’t check their social feeds that often, Elliott says. Despite the lingering stereotype of Facebook and Twitter users being tethered to their computers, the average social network user logs in only every few days, with Facebook users checking in less frequently than users of other popular networks.
From a marketing standpoint relatively few online users become "fans" of brands’ social networking pages. With more than 500 million people around the world using Facebook, and with nearly every business having started its own Facebook page, you probably could’ve guessed that social networks are by far the most common social technology through which consumers engage directly with brands.
But even this type of engagement remains disappointingly rare. Just 18 percent of U.S. online users have become “friends” with or “liked” a brand on a social network in the past three months.
Users are even less likely to engage with brands on less-popular social platforms. For instance, only eight percent have been to a brand-sponsored social network recently, while just six percent have read a brand’s blog. Only five percent of online users have followed a brand on Twitter in the past three months.
If such low levels of engagement continue, it will become difficult for marketers to justify dedicating budget to social channels. In fact, this challenge is already becoming evident: The majority of the large interactive marketers we survey say they’ve chosen not to increase their social media marketing budgets from 2009 to 2010.
With clutter growing, and with social networking users much more interested in engaging with each other than with brands, interactive marketers have two options for reaching their audiences through social media: cut through the clutter, or avoid it altogether.
And though many marketers try to fight through social clutter, this strategy is fraught with danger because most marketers simply aren’t interesting enough. Unless a marketer is blessed with genuinely unique content or a breakthrough creative idea, it remains tough to cut through the clutter.
It also costs money to get users’ attention on popular social networks. Although many marketers still think of social media as a “free” strategy, we rarely see successful social programs that didn’t involve some form of paid promotion, says Elliott.
Nothing is ever too easy in the online and mobile marketing business, it seems.
