There is no doubt that social media, which has risen steadily in prominence and usage in the recent years, will continue to do so in the years to come. For this reason, many ecommerce merchants are now incorporating social media strategies into their overall marketing plans.
However, according to a recent report from eMarketer, the number of new social media users is expected to decrease in the coming years. Existing users will also come to expect more from social media in terms of content, value, and engagement.
By the end of 2011, says the report, 67.3% of people in the United States will use at least one social network on a regular basis. Of these, most will be people who have used social networks for one or more years.
What does this mean for ecommerce store owners?
The trend of less newcomers to the social media scene means that that users in general will expect increased engagement, content, and value. In previous posts, we’ve mentioned the need for businesses to use their social media platforms to engage and inform, rather than aggressively sell, their products. This is because seasoned social media users are becoming accustomed to these types of marketing strategies, and are likely to view blatant advertising of products as the mark of an amateur business.
Less new and more repeat social media users also means that online business owners will need to diversify the channels that they use to reach out and engage with potential customers. With smart phone usage and the ability to purchase products and services online directly from said smart phones also on the rise, many online retailers have taken the lead from sites like Groupon and have begun to offer exclusive coupons to their fans.
Reaching varied demographics is another important consideration. While users 35 and under will remain the predominant demographic, the number of users older than 35 is expected to gain more prominence as the number of overall new users declines. According to eMarketer, fan-only content and exclusive interactive polls and quizzes play an important part in keeping older demographics engaged.
For further tips on reaching your targeted online demographic, read our post from last week here.