A report from Pew Internet Research found that 67 percent of adults use Facebook and other social media websites to stay in touch with current friends, while 64 percent said the same for keeping up with family members.
While celebrity pages have become quite popular on the website, just 5 percent listed keeping track of their favorite actors or politicians as a “major reason” for using social media.
Following brands was not an option in Pew’s poll. However, 66 percent of American adults report using social media and this figure is growing constantly. Fourteen percent of respondents said connecting with people sharing interests and hobbies is a “major reason” for using social networks, while 35 percent listed it as a minor reason. For marketers, this signifies that people do use social media to access company pages when they meet a particular interest.
Social media marketing campaigns can help identify new customers. However, maintaining contact with consumers and prospects with a legitimate interest in a business’ products can help generate revenue and expand a customer base.
Pew’s figure of 66 percent of adults using Facebook, Twitter or other social networks will likely grow even more as older teenagers who grew up with social media move toward adulthood. Brafton recently reported that Facebook is currently the industry leader with more than 800 million active users.
