The explosion of social has been tremendous. Facebook is closing in on one billion active users, while Twitter approaches 200m, not to mention fast-emerging platforms like Google+, Instagram and Pinterest.
Social networking is the most popular online activity making up 19% of all online time, or nearly one of every five minutes, up from only 6% in 2007.
The elusive social ROI. Executives demand it, marketers search for it.
But it’s actually not so elusive, especially for those marketers who’ve embraced the latest social technologies. In fact, there is a treasure trove of data available.
Perhaps, however, marketers should not be thinking old-school marketing metrics for today’s social web. For social, it’s more about the ROE (return on engagement) than the ROI.
Thanks to Facebook’s filings with the SEC, we now have access to a treasure trove of Facebook data. And one metric everyone seems to be keeping their collective eyes on is mobile-social growth.
It’s going up…fast.
According to comScore, US Facebook users are now for the first time accessing the network from mobile devices more than from desktops or laptops.
Average U.S. users spent 441 minutes accessing Facebook from mobile devices in March compared to 391 minutes for desktop/laptop use. Facebook now says it has 488m mobile active monthly users, a 14% increase from December.