ABOUT THE AUTHOR

Patricia Redsicker writes research reviews for Social Media Examiner. She helps business owners craft content that sells. Her blog provides healthcare industry content marketing advice.

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Patricia Redsicker

If you have been managing social media for your business then you already know the trends and the rules of Social Media

But what you don’t know may not only surprise you, but also may make you think twice about your social media strategy.

Here are four surprising social media research findings you should leverage for your social media strategy.

Users ‘Like’ Facebook for Social Logins

51% of users prefer to log in using their Facebook credentials

28% of users log in with Google+

63% of global mobile users Prefer using Facebook

Professionals across all industries favored Facebook.

*research by eMarketer

When logging onto sites with a social network ID:

Key Takeaways:

If your website requires users to register, you should understandthe concept of password fatigue.

92% of shoppers abandon a website rather than go through the process of

recovering a lost or forgotten password.

65% of shoppers are more likely to return if a website has a social login option.

If you let folks use Facebook to log in, then you already know their likes and interests.

A LITTLE TRICK:Use that information topersonalize their experience:

Users want value in exchange for giving up their personal information on your site.

A LITTLE TRICK:Offer them premium content such as training videos, SlideShare presentations, free ebooks how-to guides etc.

To enhance brand interaction and social visibility, offer a community message board on your website that is only accessible to members who are logged in.

Make sure they find Fresh, Interesting, and Share Worthy Content every time they log in.

When they log into your website, offer them products that they actually like or have shown interest in to improve the chances of purchasing. In fact, one of the benefits of social login is that it limits the incidence of mistargeted ads.

If they log in with their Facebook ID, it makes it easier for them to share your products, a useful post or a comment.

Social Customer Care DemandIs Growing on Twitter

59.3% of customer questions are asked on Twitter, compared to 40.7% on Facebook*

* Research by SocialBakers

Key Takeaways:

Social media has conditioned consumers to get feedback fast:

The risk of failing to meet this expectation can result in losing customers, getting a bad reputation or both.

Twitter is especially fast-paced so it is a good idea to provide customer service on that platform

Train and empower your staff to respond promptly and directly to customers.

Don’t let customer complaints or questions go unanswered for over an hour.

Personalize each response by signing each tweet with your name or Twitter handle.

Evaluate sentiments attached to mentions of your brand’s name Tweets that include words like “not working,” “fail” or “poor experience” should be resolved immediately.

Know when to jump into a conversation. Sometimes customers are just talking about your brand and don’t actually need your help or input.

Decide how to prioritize inquiries. Should influencers get priority over urgent customer needs or will you use a first-come, first-served approach?

Some tips:

Younger Audiences Are NOTUnfriending Facebook

These stats speak for themselves

Key Takeaways:

Teens are particularly interested in image and video sharing. Sure, they can share images on Facebook, but they’re more comfortable on Snapchat and Instagram where there’s less drama—and parents are not present.

If your target audience includes teens and young audiences, don’t panic.

Instead, try to enhance their experience by following these tips:

If teens are important to your business, follow them wherever they go. Create and distribute content across multiple platforms (Your brand would be more memorable if they see your content across the board on Facebook, Instagram and Snapchat.)

Teens live in an “egosystem,” so the only opinions that matter are their own and their friends’ opinions. So whether on or off of Facebook, engage them with stories and visuals that show how other teens like them are interacting with your brand.

Make it about them. Focus on what THEY can get out of your product.

Make sure ALL of your content is mobile friendly.

Sweet Frog of Catonsville, MD does this well:

Instagram Is the Fastest-GrowingSite Globally

Instagram had 90 million active users in January 2013.That number had doubled by January 2014.

Key Takeaways:

Users love Instagram and the best part is being able to instantly share those photos with a community of like-minded people.

A LITTLE TRICK:Make your followers famous on Instagram by acknowledging their photos and sharing them with your Facebook fans.

Starbucks does this well!They even go as far as updating their Facebook cover with

Instagram photos created by their fans.

Create 15-second videos that capture the mood and lifestyle of your brand. [For example, if you’re launching a new product, take a video of your staff membersbehind the scenes preparing for launch]

Partner with other brands on Instagram. Whether you’re a small business or a big brand, you can leverage the relationships you have with other businesses by partnering to showcase each other’s photos. This works even better if your products are complementary.

Ask questions about lifestyles. [For example, if you’re a shoe store, ask followers what kind of outfit and accessoriesthey would wear with a new line of boots.]

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