FaceBook clearly leads all social networks in sheer size and the volume of sharing and consumption of content. Smaller social networks, however, are much better for the social media agency that is trying to spread content and have people virally share a brand’s content.
In a survey which asked respondents if they use a certain social network for sharing or observing, respondents ranked observing on FaceBook as 20% higher than sharing. The easy marketing winner was Foursquare, where 44% of respondents use the network to share content instead of for observing content. Whereas LinkedIn is the loser in the sharing possibilities as most people are there to read about employment experiences. 68% of respondents say they use the network only for observing purposes.
The lesson for the social media agency is mainly about diversification. Having an item widely shared on FaceBook is the most lucrative because of the sheer broadcast potential. However, getting an item on FaceBook to achieve widely shared status is very difficult. The users on other social networks are much more wiling to share content, but the upside is smaller as there are less people to receive the broadcasts. If, however, the content can be specialized, then that can help boost its sharability. Foursquare’s applicability outside of restaurants tapers off and seems to be irrelevant if the digital marketing agency in question turns more and more big budget and/or white collar. These are all measures the social media agency needs to better evaluate when taking a client’s needs into stock.