Social media has changed the way people interact by providing new ways and new venues for people to interact with a much larger sphere of friends, acquaintances, and associates. Billions of people interact on social: Facebook has more than 1 billion users, Twitter has 230-plus million monthly visitors, and Pinterest has more than 70 million users.
So why should a brand consider ignoring these audiences? It's simple. Successful marketing requires more than just an audience. To be successful, you need to be talking to the right people, in the right place, at the right time, and with the right message. For the most part, from a marketer's perspective, social platforms are a huge miss on being the right place, and they also can miss in the other respects as well.
According to comScore, Facebook is far and away the most used social network, accounting for 83 percent of time spent on social networking sites. But since I covered the marketing downsides of this platform a few months ago in my article "5 reasons your brand doesn't need Facebook," let's take a look at some of the other popular social sites.
Source: comScore. As a quick side note, "time spent" isn't necessarily the best metric to gauge a media outlet. For years we've compared internet consumption to TV consumption and suggested the internet should have an equal budget to TV simply based on time spent. But every medium has a different benefit and levels of engagement. Just because people spend more time watching TV doesn't mean you should spend your dollars there if you can't reach the right audience.