Читать книгу Social Media Marketing All-in-One For Dummies - Michelle Krasniak - Страница 15

The audience for social media is huge. By the first quarter of 2020, Facebook claimed 2.6 billion monthly active users worldwide, and a whopping 96 percent of active users accessed the network via their mobile devices. Furthermore, 90 percent of Facebook’s traffic comes from outside the U.S. and Canada.

When compared to Google, this social media behemoth is in tight competition for the U.S. audience. In the first quarter of 2020, Facebook tallied about 253 million unique monthly U.S. visitors/viewers, whereas Google Sites barely squeaked by it with almost 260 million visitors. Keep in mind, of course, that visitors are conducting different activities on the two sites.

Twitter tallied more than 33 million U.S. visitors/viewers in the first quarter of 2020 and toted up about 500 million tweets (short messages) daily worldwide. A relatively small number of power users are responsible for the majority of tweets posted daily. More people read tweets than are accounted for, however, because tweets can be read on other websites.

Even narrowly focused networking sites claim hundreds of thousands of visitors. Surely, some of the people using these sites must be your customers or prospects. In fact, one popular use of social media is to cast a wide net to capture more potential visitors to your website. Figure 1-7 shows a classic conversion funnel, which demonstrates the value of bringing new traffic to the top of the funnel to produce more conversions (actions taken) at the bottom.

Courtesy of Watermelon Mountain Web Marketing: www.watermelonweb.com

FIGURE 1-7: The classic conversion funnel shows that only 2 to 4 percent of funnel entries yield desired results.

The conversion funnel works like this: If more people arrive at the top of the funnel, theoretically more will progress through the steps of prospect and qualified lead to become a customer. Only 2 to 4 percent, on average, make it through a funnel regardless of what action the funnel conversion depicts.

In Book 1, Chapter 3, we discuss how you can assess traffic on social media sites using Quantcast, Alexa, or other tools, and match their visitors to the profiles of your customers. Generally, these tools offer some information free, although several are freemium sites, with additional data available only with a paid plan.