The Best Social Media Statistics From NMX – And Why You Should Care

Last week we attended New Media Expo, the blogging, podcasting, social media, and social networking conference. These are some of the best social media statistics we heard throughout the conference, with some takeaways.
Social Media Statistics

Tip: Use social media tools to find statistics your brand can use!

From Jay Baer of Convince and Convert:

48% of people categorically don’t trust business.

Why this matters: Brands can share messaging all they want, but ultimately people sell products. Brand influencers and advocates are often viewed as more trustworthy.

Number of sources needed for a customer to make a decision: 10.

Why this matters: Consumers and businesses research extensively before making purchasing decisions. Potential customers gather self-serve information and peer input before they buy products and services. Brands need both to compete.

We talk to a person as a last resort, not as a first step. In B2B, people contact a sales person after 60% of a decision has been made.

Why this matters: Generally speaking, people want information before they are sold. They will gather that information online, vet it internally, and call a brand to seal the deal. Do you have enough self-serve information on your website to move people to buy?

Companies that blog 15 times or more per month get five times more traffic than companies that don’t.

Why this matters: In the age of self-serve information, companies are as valuable as the content they provide to customers and prospects. There are also SEO benefits to posting often. The more you post, the more often search engines will crawl your site. All that said, we would add that companies should not blog for the sake of blogging. Companies should blog because they have something valuable to share or problems they can solve.

Here’s the rub: 64% of B2B content marketers say that have a hard time producing enough content.

Why this matters: Creating content is one thing, but creating interesting and valuable content is another. Many organizations are creating internal networks to identify problems and solutions for their blogs. Others are outsourcing writing for fresh perspectives. Think about how you can reach that 15-post per month mark consistently moving forward.

From Scott Monty of Ford:

67% of millennials believe it is their responsibility to share their feedback with brands.

Why this matters: We’ve shared before that the millennials have surpassed the boomers in population size. This generation is very active in the social media space. 33% get their news from social networks. Brands who listen can improve product and service offerings, and brands that provide customer service online will build loyal fans.

From Shani Higgins of Technorati:

Brands are spending the most money on Facebook (58%), YouTube (13%) and Twitter (12%).

Why this matters: Social media networks are generally free, and brands can post their content for free. However, throughout 2012 it became more difficult to get content in front of fans and followers without spending on ads. If you felt this crunch, you weren’t alone. If you are on Facebook especially, and it’s one of your primary social channels, you will likely need to consider advertising this year.

47% of influencers feel they are most influential on Facebook. Consumers share data from Facebook the most (57%).

Why this matters: It is time to redefine influence, and consider where people have that influence. Influencers can live in any number of places. Brands may want to consider pitching someone who is influential on Twitter, but doesn’t have a blog, or a person with deep connections in private communities. We have noted an increase in influence of private communities, especially on Facebook, within the last year.

From Stephanie Sammons of Build Online Influence

LinkedIn is 277% more effective for lead generation compared to other social networks.

Why this matters: While it is true that there is a large amount of promotional spam on LinkedIn, businesses should reconsider how they are using it to generate leads. LinkedIn is a great place to connect with your niche, build personal connections via in-mail and share promotions with brand followers. If you’re looking to generate new business, it may be time to step back and think about how you’re using LinkedIn.

NMX attendees: Do you have any additional statistics from the event we should have included?

Read BRG’s New Media Expo Highlight Reel here: Click to read!