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Social media report: who, what, when, why and where

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Only 40% of small businesses have a social media strategy but only 36% of these update it every day, according to the 2017 Sensis Social Media Report

Commenting on the Report, social media expert, Mel Kettle, says it provides key insights into ways that businesses can leverage their social media strategy with customers.

“If you are not using social media, you need to be. Your customers are there, and you are missing out on some excellent opportunities to engage with them. If your target audience includes anyone younger than 40, and you are not using social media, you are crazy!”

Mel points out that if you only use social media during business hours, you are missing out on valuable opportunities to engage with customers outside these hours as most people use social media when they wake up or after work.

“This means you have to do some serious rethinking.

You don’t need to be on social media 24/7 but you need to have more than a 9-5 presence.

“Given the clear majority of people use Facebook (95%) it is vital that you consider Facebook as  a marketing tool. The significantly smaller usage of other social media channels is a clear indication that you need to know who you are your target market is and where they are likely to be.”

Mel also suggests that businesses write a social media strategy.

“If you use social media but don’t have a strategy, you are wasting your time and energy. And your plan needs to link your overarching business strategy and marketing plan.”

“Increasingly, there is the expectation that businesses are on social media so you need a valid reason if you are not,” says Mel. “‘I’m too scared’ or ‘I can’t be bothered’ just doesn’t cut it,” says Mel.

Key findings from the Sensis Social Media Report:

99% of all Australians have an internet-enabled device (we average 3 each)

81% own a smartphone–that’s 99% of 18-29 years olds and 96% of 30-39 year olds

84% access the internet daily, with 56% accessing it more than five times a day

70% use social networking sites (up from 69% in 2016) and 35% check social media more than five times a day

When and where we use it:

57% use social media first thing in the morning, 18% when commuting, 21% during work, 47% on breaks, 71% after work in the evening and 39% last thing before bed. 

96% use social media at home, compared to 35% at work, 43% on public transport, 33% restaurants, bars, parties, 37% in the car, 16% at sporting events and 14% on the lavatory, 33% while watching TV.


Facebook (94%), You Tube 51%, Instagram 46%, Snapchat 40% Twitter 32%, LinkedIn 18% Pinterest (10%)

81% use Facebook Messenger, 34% use Viber, 18% use WhatsApp and 12% don’t use a messaging service

81% access social media via a smartphone, 30% laptop, 28% desktop and 25% on a tablet.


89% to catch up with friends/family, 43% to watch videos, 26% to connect with people with the same interests, 18% to research brands/businesses, 16% to research products or services and 9% for customer service.


30% say they are quite happy to see ads on social media sites (however, another 30% are not) 57% ignore sponsored posts from businesses they don’t follow

37% will look up a brand’s social media presence before making a purchase.

Business use:

53% of small business are not on social media, compared to 51% of medium businesses and 40% of large businesses

The businesses that do use social media primarily use Facebook, Twitter and LinkedIn

Large businesses (95%) mostly use social media for two-way communication with clients and contacts–up from 76% in 2016

Only 36% of small businesses that use social media, update every day (up from 23% in 2016)

Most businesses do not measure their social media return on intestvent

Only 40% of small businesses and 43% of medium sized businesses have a social media strategy.

To read the full report click here…

If you’d like to learn more about using social media to engage with your customers, Mel Kettle’s book, The Social Association is available now for pre-order priced $29.95.

The has techniques help you to: 

  • become a more strategic thinker
  • create and share content that will help your members and encourage engagement
  • build strong relationships with your members and stakeholders using social media
  • gain an understanding of what to measure and how
  • save time so you can more efficiently manage your social media accounts.

If you live internationally or would like to place a bulk order, please contact Mel directly.



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