‘Engagement’ is definitely the buzzword at the moment – it is the objective listed on almost every digital brief. It seems according to Nielsen research, that Australia’s 8.8 million Facebook users are the key to it!
Last week B&T reported on some new Nielsen research about Facebook users. They stated ‘Time spent online and levels of Internet engagement are far greater in Facebook users than non-Facebook users, according to new research from Nielsen. Facebook users spend an average 3.26 times longer on the internet than non-Facebook users – 25.8hours a month compared to 7.91 hours respectively.”
These new research findings suggest that many more Australian brands should consider Facebook as a communication medium to generate leads to their campaigns (if their campaigns aren’t already on Facebook – see my previous article “Facebook killed the Microsite”). But more than that, companies should be encouraged to embrace Facebook by creating staff, friends and fan groups to engage with all their audience groups.
My predictions are that many of the sites we use as specialist connection services such as job seeking, searching for a local service provider, and local event listings, will start to compete with the social media platforms. What I’m suggesting is that company’s with active Facebook or Linked-In profiles may have better luck finding new employees via their social media audience than an employment site where they have no pre-existing relationship with the audience.
A friend of mine (who happens to be 21) told me she only uses Facebook to know what’s going on in Brisbane. She finds it to be the most up-to-date source of information regarding, gigs, clubs, restaurants and bars any night of the week. She not only knows what her friends are up to on Saturday night, but also where’s the best place to be.
So I agree, it makes sense that the 21-year-old that uses Facebook to search and plan their social life also has developed the knowledge and desire to engage with digital campaigns, websites and smart phone applications in the same way. Mark Higginson’s, director of research from Nielsen’s online division, summed it up nicely “Facebook has created a fundamental shift in Internet usage and those who aren’t using Facebook aren’t really engaged in using the internet”
COMMENTS