Reaching power users can help businesses improve the reach and effectiveness of their social media marketing campaigns, however, finding these users is more is dependent on a brand's ability to offer relevant social content.

The “power user” has come to be the Holy Grail of engagement for businesses looking to boost their social media marketing. According to a report from Pew Internet Research, power users typically account for about one-quarter of all Facebook accounts and are ideal targets for businesses since they are the fans most likely to share content.

The report suggests there are ample opportunities for any business to find these users since they are spread across several demographics. According to Pew, 43 percent of the users they surveyed registered as power users in at least on category, including friend requests, Liking content, messages or tagging images.

For businesses, users more likely to Like content are ideal targets, since that will increase brand exposure to their friends. Brafton has reported that getting social content in front of friends of fans exponentially increases brands’ reach.

Trying to identify these users may be difficult, but social media marketing should focus on the business’ actual target audience. Given Pew’s findings, it’s likely that power users will be stumble upon the content in their usual Facebook activity. More than anything, Pew’s survey demonstrates the value of relevant, timely social media marketing content.

Other interesting findings from the survey include a stat showing women update their statuses more frequently than men, and a finding that users add an average of seven new friends each month.

As Facebook continues to grow, more “power users” who can become valuable brand advocates may be accessible to social media marketers. Brafton recently reported that Facebook is expected to reach 1 billion users by August 2012. 

Joe Meloni is Brafton's former Executive News and Content Writer. He studied journalism at the University of Massachusetts, Amherst, and has written for a number of print and web-based publications.