Thoughts/musings from the leading edge of media, entertainment & technology
Social Media Fans Might Not Be Your Best Customers
At FOX, we have many of the largest social communities in the world. We have individual fan pages with more than 75M likes, and we have many of them in the double digit millions. But what we “hear” represents a small fraction of what the true audience thinks.
A new study published in Harvard Business Review does a nice job of outlining the realities of socially vocal audience vs actual audience. Among other things, they state:
Enthusiasts, this group represents only 29% of a company’s social media audience. Lurkers make up more than half of a company’s social media audience, they only account for 5% of the content captured by social media analytics.
Worth a read by anyone who “listens” to social media about their brand(s). Read the full article on the Harvard Business Review.
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