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Online trends shouldn’t dictate how you use social media. But you should take time to analyze statistics when creating or updating marketing plans.

User data can help you choose which platforms to focus on, for instance, or decide how much time your team should spend communicating with clients.

Read: Should you outsource social media tasks?

Below are some examples of how statistics can help (the data comes from several 2012 and 2013 reports. See infographic for references). Of course, it’s important to consider the size and demographics of polled audiences before taking any action steps.

Read: Social media increases AUM

Statistic #1

Approximately 46% of online users depend on social media when making a purchase decision.

How to use: Almost half of prospects are using social media to check out your expertise and reviews. Make sure they can find you or they may choose another advisor with a stronger online presence.

For tips, read:

Statistic #2

LinkedIn is 277% more effective for lead generation than other media platforms.

How to use: LinkedIn is most likely to help you attract more business connections and prospects. If you have limited time, focus only this platform to broaden your market reach, and highlight your specialties and services on your profile.

For tips, read:

Statistic #3

A quarter of unhappy customers expect Facebook and Twitter responses within one hour.

How to use: You likely won’t be checking your social media profiles every hour, but understand that consumers want to be contacted in a timely manner after posting a complaint. Visit your profiles at least once a day to provide feedback.

For tips, read: How to respond to online comments

Statistic #4

More than one in seven people across the globe have a Facebook account.

How to use: Nearly 700 million people use Facebook daily, so it’s a popular choice for many consumer-facing businesses. If compliance permits, try setting up a page to connect and share content with clients.

You can also use tools like polls to interact with followers, as well as the platform’s PageInsights feature to monitor what content your followers prefer—this feature helps you analyze their shares, likes and comments in one place.

Read: Small business owners flocking to social media

Statistic #5

Most Facebook users (75%) access the site via mobile devices.

How to use: Since people are viewing your website on their phones and tablets, make sure it’s mobile-friendly. Also find out how to measure the analytics of mobile sites.

Read:

For more stats, check out the infographic below:

A brief look at some of the popular trends in social media in the past few years

Also read:

Tech trends you need to follow

Enhance transparency, loyalty through social media

Find wealthy using social media: HNW conference

Melonie Dodaro is the founder of Top Dog Social Media. She helps business owners, sales teams and professionals to use social media marketing to boost their visibility, attract new customers and increase their revenue. Dubbed by the media as Canada’s #1 LinkedIn expert and social media strategist, she’s also a highly sought after social media speaker and trainer.
Originally published on Advisor.ca
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