How Marketers Consider Customer Social Media Behavior

The internet plays a vital role in people’s everyday life. For the longest time, people would be using the internet for research about news, companies or products/services in order to gain more sources. However, when social media sites started, there had been more activities in the internet which continuously grows as the time passes.

In 2011, Facebook has penetrated 55% globally according to media share and now has about 1 billion users of Facebook. 98% of the users are between 18-24 years old according to But why do people go to social media sites in the first place?

In 2012, total time spent on social media sites (specifically Facebook) is around 15hours and 33mins per month according to Obviously, people use social media sites in order to connect with others regardless if they know them or not. As per its name, social media sites are used for “social” interactions.

However, these days, that is not the only function of social media sites. People also look for newsworthy posts or tweets to either educate them, entertain them or both. In fact, some news are spread through social media sites. Take the “Amalayer” controversy in the Philippines for example. It first started as a post from a Facebook user and then was covered in the news and became so viral that it even reached the U.S. Army.

When people find relevant news in social media sites, they would share it in most cases. In fact, also according to Statisticbrain, there are about 70 billion contents that are shared in Facebook and most likely these shares are newsworthy contents that users find are trivial and/or entertaining.

Furthermore, people like being heard whether it is about the experience they had for the day or if they went to a five star restaurant worth reviewing. According to Statisticbrain, there are 190 million average amount of “tweets” per day and most likely some of these “tweets” would be something relevant.

With that being said, clearly millions of people engage themselves in social media sites and are active with not only chatting with friends or reading contents but also sharing contents that they see are relevant to them.

Marketing through Social Media

Social media sites have provided an easy way for people to meet each other on the web; hence, they use these to meet new friends, find old friends or locate people with similar problems and interests.

With that being said, marketers have found a way to also utilize this future in order to find leads for their companies through the use of the search features of social media sites. Hence, social media gives marketers a voice and a way to communicate with peers, customers and potential customers.

Furthermore, social media sites gave way for companies to personalize their brand and help them spread their messages in a relaxed and casual way as if communicating with long time friends. With people actively reposting and tweeting about what they see on social media sites, companies saw this as a way to communicate with their customers and be visible to potential ones through posting relevant contents that would be worth reposting for their followers.

In addition, reaching out to leads is done through deep research of consumers. For starters, companies would look for their target market in social media sites where they first have to determine in which social media sites do most of their customers hang out.

After locating their leads, if a company’s goal is to go “viral,” they first have to study which type of contents do their target market share or repost/retweet. With millions of people sharing millions of relevant content, social media sites have enhanced the word of mouth advertising for businesses; which is why business owners strive to stand out by not only showcasing their brands but also engaging with customers through polls, contests and the likes.

On the other hand, some companies would only utilize social media sites in order to connect with their consumers. People, after all, use social media sites these days as a form of “classified ads” with regards to locating companies that would heed to their issue or concern.

For example, if one is a real estate agent, he/she would most likely use the “hashtag” (#) feature of Twitter to locate people who are looking for houses on their specific city. From there they would engage with their customers.

Furthermore, people use social media sites to rant or share their thoughts as well. In some cases, when they have tried a product or service, they would share it on their wall (regardless if it’s a good or bad review). With that, businesses have used this as a way to determine what is being said about them. In most cases, companies would look very thoughtful if they engage with their consumers’ review about them; whether to thank them for the good review or to help them with issues and concerns on their product or service.

Ultimately, marketers use social media sites to hear what their consumers have to say and also to be heard. With people actively using social media sites, marketers have found this an easier and more accessible medium to advertize their company as well as to enhance their customer service.