You will want to update your online engagement strategy accordingly.
Be active on social media.
It took a lot of work and the encouragement of numerous thought leaders, and I’m glad to say that this is becoming a no-brainer among cultural executives. Social media plays a major role in securing visitors to cultural organizations. Online engagement is critical for the success of nearly all organizations and companies, but we cultural organizations often come down with some pretty serious cases of “that doesn’t apply to me,” so it always helps to see the data cut for attendees to visitor-serving organizations. (Amiright? You guys can count on me.)
This post explores the data-informed “power” of specific social media channels today, as determined by the market.
As I mentioned in a recent post, IMPACTS is working on a social media metric that goes beyond thinking about vanity metrics such as likes, comments, and shares – numbers that are good to have at high levels, but have variable impacts on our bottom lines of financial solvency or mission execution. We are working to create a metric that really digs into the power of social media to inspire true engagement – or, to increase interest in an organization or inspire someone to act in the interest of the organization (visit, donate, recommend, sign up, etc.). IMPACTS has developed such a metric and we are currently testing it with a client. (I am excited about this and I cannot wait to share more!). Essentially, it aligns social media posts with increased favorability of organizations, increased intent to visit, etc. – real engagement and real changes in perception. This will surprise exactly no one who works in social media, but social media truly plays a role in motivating folks to act in the interests of our organizations. Today, I want to share one, small-but-mighty aspect of the information that we worked through and monitor for the metric.
Before we get to the “new” data, I want to take a moment to discuss why thinking about specific social media channels is important – and that means reminding you that social media is the leading information source for high-propensity visitors and the US composite market alike. I’ve written and spoken about this before, but to keep things simple, I’ll insert this reminder from the National Awareness, Attitudes, and Usage Study:
Moreover, high-propensity visitors are “super-connected” with connection to the web at home, at work, and on a mobile device.
Social media is a big deal for organizations and companies. And I think that organizations are finally “getting it.” That’s an important first step in a “relevance requirement” battle that seems to be slowly coming to resolution. To move forward, though, we need to understand that not all social media channels are equally influential at any given time.
Let’s dive in…
First, let us take a look at relative social media timeshare.
This data considers the comparative context of time spent on specific social media platforms. It comes from the media consumption and usage data collected as part of the ongoing National Awareness, Attitude & Usage Study (with a sample size of over 104,000…and counting!) It has been quantified using index values as a means of indicating relative proportionality – which is perfect means of contemplating timeshare.
Most social media time is spent on Facebook – by a long shot. As you can see, the US composite spends 9.74x more time on Facebook than LinkedIn or Pinterest, 4.53x more time on Facebook than Twitter, 3.53x more time on Facebook than Instagram, and 2.87x more time on Facebook than Snapchat. And yes, folks, Snapchat is the runner up to Facebook in terms of timeshare. And yes, it’s a platform that consists of sharing seconds worth of bite-sized content.
Next, let us look at how many people are using these platforms.
This data considers simply how many users are on each platform worldwide each month. This is straightforward! The data comes from the platforms themselves and their self-reported number of users.
Facebook takes the lead again. This likely surprises exactly no one. While Tumblr does not make up a competitive portion of social media timeshare, it has the second highest number of monthly users. The number of monthly Twitter users compared to other platforms may be surprising to some.
Finally, let us put these two pieces of information together to determine the relative “power” of each of these channels.
These data are drawn from the two charts above to create a kind of composite index value chart to help compare the “power” of these channels. When we consider how many people are using each platform alongside the amount of time spent on each platform, we are better able to develop optimal online engagement strategies and best allocate our resources. Take a look…
“WHOA! Holy Facebook!” would be an appropriate reaction to this chart. Facebook is a nearly 11x more “powerful” platform than Instagram – the runner-up social media platform when it comes to quantifying relative power. From a broad market perspective, Facebook is a whopping 139x more powerful than LinkedIn. Instagram is 2.68x more powerful than Tumblr, and Snapchat is 1.54x more powerful than Twitter. Is your organization considering this when executing its digital engagement plan? Here are some important notes and best practices that relate to these data:
1) We must meet audiences where they are
If we ignore this information and try to promulgate our content on platforms that aren’t being used by audiences, we only hurt ourselves. It doesn’t matter how great your content is if you’re screaming it into an empty room. Remember, your organization may determine importance, but the market determines relevance. The market decides what platforms to use for what reasons – we can simply choose to be there or not.
This information is critical for devising an effective social media strategy and allocating limited resources. These data help us let go of what is ineffective and and make better use of our time. Are you spending more time on Twitter than Facebook because you’ve always spent more time on Twitter, or because that’s the best use of your time? These data inform how we can potentially expand engagement and better “meet the market where it is.” These data inform us of the comparative number of attendees at each platform’s house party and how long they are there so that we aren’t that person at the party hanging out in the corner talking to themselves. Nonprofits tend to have limited time and resources. This information can help organizations get the most bang for their buck.
2) It is not simply SOCIAL MEDIA. Platforms matter
Facebook is really, really important. Every once and a while on a cycle, there will be buzz that tons of people are suddenly leaving Facebook and Facebook just isn’t the thing anymore. That’s not a thing. Use of social media platforms ebb and flow sometimes but Facebook is still over 15x more powerful than Snapchat – a platform that is gaining momentum and that has been dramaticized as a threat to Facebook’s relevance. There’s no excuse not to prioritize Facebook. Period. Social media is important, and when we talk about social media, Facebook is a large portion of that definition in itself.
That said, different audiences use different platforms for different reasons. These platforms have different functions, benefits, strengths, and weaknesses. It’s important to consider your organization’s goals with this information. Don’t get me wrong: This isn’t intended as a convenient “out” for thinking critically about what platforms your organizations is currently engaging audiences upon and why. It’s the opposite: We must take this information into account in order to develop effective strategies – but we must not treat every social media channel as if it is that same. They are not the same.
3) This is not a social media plan in itself
This information should inform your overall strategy, but your overall strategy must consider more than this information. Are you on the right platforms for sharing your message? How much time will it require to effectively take up a new platform? What is your organization trying to achieve through social media? You don’t need to be on all of these platforms. Which platforms you should be on depend on your goals and what you can successfully maintain. This said, the data are rather clear that it’s not the wisest move to, say, invest significant time in Snapchat at the expense of Facebook – at least without having a clear rationale for favoring Snapchat and choosing to compromise engagement on Facebook.
When in doubt: Figure out how much time you need to do Facebook well and then work from there. Often, content created for Facebook can be repurposed to fit in well on other platforms. Are you on the right platforms for your audiences, your content, and what you hope to accomplish? These are the critical questions to ask yourself before your organization decides how to invest it’s time and resources.
The data are not necessarily the underpinning of a social media plan. Instead, they are information to help inform an effective social media engagement strategy mindful of the allocation of resources necessary to achieve your goals.
4) People do not generally log on to a platform for your content alone
Oof. You guys are going to love this about as much as you love it when I remind you that not all people want to visit cultural organizations – even if (especially if) they have free admission. Here goes: Yes, we take a lot of time and care in determining our online content – as we should. That said, unless folks are higher in the engagement continuum (i.e. they are already actively planning a visit or considering a donation because your organization became top-of-mind in that moment by some other method), mass audiences likely aren’t logging onto Facebook everyday only to see your content. Instead, your organization’s content becomes one of the many, many messages that a person receives on that social media platform.
This underscores the importance of telling compelling stories, working to maintain relevance, and understanding that connection – not content – is king. It’s not enough to simply “be on” Facebook. Your organization needs to put passion in it. Social media channels can be important places to show how your organization walks its talk. Another big part of this is understanding that, in order to create a social media strategy that helps your organization actually meet any goals at all, you need to know your brand.
Yes, social media is important. It’s so important, in fact, that we do our organizations a disservice when we leave it at that. It’s important for cultural executives to know how and why social media is so important for the solvency of their organizations – and it’s important to hire and value talent who can build relationships via online platforms and who understand who your organization is and what it is aiming to accomplish. These connectors help make your organization come to life every bit as much as onsite educators, docents, and curators. In fact, without good community managers, it would be difficult for your organization to secure optimal visitation and support. Having talented people who work in engagement – both onsite and offsite/online – is increasingly critical for an organization’s success. It’s a good idea to give these people working in your organization some cupcakes.
Online engagement is real engagement. Let’s make sure that we don’t lose sight of that – and that we do our best to expand our audiences so that we may best fulfill our missions.