YOUR Social Media 2.5 Billion User Reach?

Facebook Inc. (FB) and other social media company investors have another thing to cheer about: a potential 8% increase in the number of users that access a social network at least once a month this year..

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That’s according to research firm eMarketer, which is out with a new forecast that pegs the number of social media monthly active users (MAUs) at 2.46 billion individuals, or one third of the global population in 2017.

Put it another way, it's 71% of worldwide internet users and marks an 8.2% increase from a year ago. "For much of the world, social networks are a way to stay connected with friends and family," said Corey McNair, forecasting analyst at eMarketer in a report highlighting the new forecast. (See also: Google and Amazon Take a Page From Social Media's Playbook.)

Cheap Phones and Wi-Fi

Driving the growth of new users isn’t a move on the part of the leading social media companies including Facebook, Twitter Inc. (TWTR) and Snap Inc. (SNAP) to embrace video content on their platforms but the increased adoption of mobile phones by people around the globe. eMarketer said in its report that most of the user growth is thanks to the widespread availability of lower cost mobile phones, increased access to Wi-Fi and the expansion of 3G and 4G networks around the world.

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Some of the regions taking advantage of these trends and are forecast to be big consumers of social media include the Asia Pacific region, Latin America, the Middle East and Africa. This year eMarketer said 81.8% of social media users will access the platforms via mobile devices.

By 2021, that’s expected to increase to 86.7%. In areas where social media has long been a part of consumers' daily lives, growth isn’t expected to be that big, with the research firm predicting social network user growth of 2.9% in the U.S. and 3.4% in Europe in 2017.

The researchers noted those growth forecasts underscore the fact that embracing video content isn’t a driver of new users in established markets.

Among the growth markets for the social media companies, the research firm pointed to China as an area that should have a huge uptick in users. eMarketer raised its forecast significantly in that country due to new data that shows growth, particularly with people 45 and older, is outperforming the firm’s expectations.

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It also upped the number of MAUs logging on at least once a month in India. The new forecast comes at a time when Facebook has hit a record, surpassing 2 billion active monthly users in late June.

To hit the next billion, which will be tougher to do, the company is setting its sights outside the U.S. and Europe and in places like China where its been banned since 2009. (See also: Facebook Hits 2B Users: Will China Get It to 3B?)

Guest Authored By Donna Fuscaldo. Donna is a freelance journalist hailing out of Long Island, New York. Donna writes for numerous online publications including Bankrate.com, Glassdoor.com, Goodcall.com,  and SigFig. As a personal finance reporter for years, Donna provides invaluable advice on everything from saving money to landing that dream job. Previously, Donna was an equities reporter for Dow Jones Newswires and a special contributor to the Wall Street Journal. Follow Donna on X.

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“71% of worldwide internet users and marks an 8.2% increase from a year ago.

"For much of the world, social networks are a way to stay connected with friends and family," said Corey McNair, forecasting analyst at eMarketer in a report highlighting the new forecast.

(See also: Google and Amazon Take a Page From Social Media's Playbook..)"

• 

  Authored by:

  Fred Hansen Pied Piper of Social Media Marketing at YourWorldBrand.com & CEO of Millennium 7 Publishing Co. in Loveland, Colorado. I work deep in the trenches of social media strategy, community management and trends.  My interests include; online business educator, social media marketing, new marketing technology, skiing, hunting, fishing and The Rolling Stones..-Not necessarily in that order ;)

YOUR Social And Digital Transformation?

10 questions about social media and digital transformation - When you don't have time to answer everything at a conference..

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At last month's Tribal SITS Conference in Wales, the digital transformation panel received more questions than it had time to answer. Receiving a plethora of queries from conference attendees via the web.

Eric Stoller joined Jayne Aldridge, Executive Director of AMOSSHE / Director of Services for Students Kingston University and Andrew Meikle, Head of Corporate Information Systems at Lancaster University, to answer a variety pack of questions pertaining to all things digital plus higher education.

As you might expect, my remarks for the digital transformation panel were focused around social media, digital capabilities/literacy, employability, and critical thinking. Whilst we divvied up the panel questions so that all three of us were able to share equally, there remained several unanswered questions that related to my presentation.

Presented in no particular order, here are some of the questions that I wasn't able to answer due to time constraints. I've provided short-form answers just like I would had I answered them during the panel Q & A: by Eric Stoller

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Any tips on getting senior management to believe that digital transformation projects are essential/important?

It's always interesting to figure out how to get senior leaders on-board (if they aren't already) a digital transformation project. I'd start with showing why the project matters.

• What will it do to help enhance the student experience? 
• How will it benefit the university?
• Also, have other universities implemented this type of project?

Use those case studies to help make the case that this digital transformation initiative is important. And, if you can get someone from a university that has successfully implemented an equivalent project, who is a peer of one of your senior leaders, to share their experience, that can be very helpful in moving things along.

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Do you think that the social apps have become an electronic version for the "garden shed"?

The garden shed reference is presumably a British expression and I'm not sure I know what that means. (Were I on the panel, this is when I would turn to my fellow panelists and ask for help.)

However, if the shed reference means that their are too many apps and things can get muddled, I'd start with asking what it is that you are trying to accomplish via social media and then pick a couple of apps that match up with your goals / expected outcomes.

Is it possible to create a truly personal digital experience for students?

There's a lot of talk these days about personalized learning via digital technologies. Whilst data sets, algorithms, machine learning, etc. can be used to feed customized information to students, I'm not yet sold on the idea that a bespoke experience can be achieved at the individual student level.

I think that Amazon does a good job of personalizing the customer experience based on user patterns, prior purchases, search history, etc. but that doesn't mean the experience is still really all that personal. It's a lot of "best guesses" using the best tech of the day.

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Why is not using Snapchat an issue about digital literacy? I think a lot of people choose not to use some of these apps as some seem rather silly.

There can be a lot of fear and resistance to using an app like Snapchat. I suppose it's more about overcoming the perception that an app can't be useful in the context of whatever someone is doing in their role at a university. Snapchat stories are used by universities all over the world to share curated, ephemeral messages about orientation/induction, graduation, study abroad experiences, athletic events, etc.

Would you agree that when it comes to using digital transformation, there should be a framework for students to educate the educators?

In one way or another, we're all learners. No one is a digital native and no one is a digital immigrant. I think in some instances, students can educate educators. However, it's vital that the digital capacity of students is not assumed to be exceptional simply by default.

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How can we police the use of social media in our institutions and ensure usage is not damaging?

I guess I'd ask how we police the use of telephones, email, etc. Social media can be used in a variety of educationally relevant ways...and it can also be used in extremely hyperbolic and damaging ways.

I don't think there's a way to "police" social media, nor would I advocate for such a thing. Teachable moments happen online and in-person. How is your university leading the way in terms of teaching digital citizenship and role modeling community, empathy, listening, and care via digital channels?

If you created an app for HE, what would it look like?

That's a great question. I honestly have no idea because I've never thought about making an app for higher education. Maybe I'd do something around the curation of ideas / thought leadership for anyone who's interested in digital transformation and using social media for engagement.

How do you join all the interactions up? We might be good at talking to students but if we can't measure or share the impact what's the point?

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Some of the best measurement/analytics work pertaining to all things digital plus engagement happens within university communications, marketing, and recruitment.

I would talk to those areas within your institution to see what types of tools and measures they are using and see if you can join up with their efforts. Also, sometimes digital engagement mirrors in-person interactions...and most of those brick-and-mortar conversations aren't necessarily measured.

Do you think there is a fear that the use of social media could negatively impact on university reputation?

The benefits of using social media far outweigh the perceived risks. "Fear is the mind-killer." Universities use social media for admissions/recruitment, teaching/learning, marketing/communications, alumni relations, etc. Don't let fear impede your creative tendencies.

Guest Authored By Eric Stoller. Eric is a higher education thought-leader, consultant, writer, and speaker. He frequently gives keynotes on how educators can use social media strategically and is a proponent for teaching students about digital identity development. With a background in student affairs, academic advising, wellness, technology, and communications, Eric focuses his energies on educating clients and captivating audiences. As the Student Affairs and Technology blogger for Inside Higher Ed, he generates conversations, answers questions, and provides insight about a variety of "tech topics."  He has given presentations on social media and technology at multiple Student Affairs events (AACRAO, ACPA, ACUI, ACUHO-I, NACADA, NACAS, NACCU, NACS, and NASPA) and is a former regional chair of the NASPA Technology Knowledge Community. Follow Eric on Twitter.

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The benefits of using social media far outweigh the perceived risks. "Fear is the mind-killer."

Universities use social media for admissions/recruitment, teaching/learning, marketing/communications, alumni relations, etc.

Don't let fear impede your creative tendencies..

• 

  Authored by:

  Fred Hansen Pied Piper of Social Media Marketing at YourWorldBrand.com & CEO of Millennium 7 Publishing Co. in Loveland, Colorado. I work deep in the trenches of social media strategy, community management and trends.  My interests include; online business educator, social media marketing, new marketing technology, skiing, hunting, fishing and The Rolling Stones..-Not necessarily in that order ;)

Social Media Marketing Best Practices?

Zoe Cairns, internationally acclaimed social media consultant, conducts a special workshop at IDMA, (Indian Digital Media Awards), and shares five best practices that brands should follow to make the most of their social media strategy:

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Build Trust in Your Brand

According to Zoe, most people are looking for brand recommendations and social media allows this easily through user generated content. Since people can share their thoughts about any brand on social media, it makes it easier for them to trust a brand if it gets a positive reaction on the platform.

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Look Closely At User Generated Content

Zoe also believes that it's more challenging for brands to promote on social media because the brand is not in total control of the content that gets generated. However, in her view, the user generated content can provide crucial insights to brand owners and help them approach their audience in a more targeted way.

It's All About The Right Strategy

Social media marketing success is the outcome of well planned strategy, says Cairns. She believes that it is important for marketers to know what they want to achieve, to be able to differentiate between brand awareness and engagement, and above all, to know how to choose the right social media platform to target their audience.

Don't Hard Sell

According to Zoe, it is important for brands and marketers to convert social media conversations to potential leads. However, making a hard sell is never an option. It is important for brands to realize what additional value they can give back to consumers to keep them engaged. In her view, the mistake that brands often make is to bombard potential customers with communication which often leads to a situation where brands tend to get ignored. In order to avoid it, the art of subtle engagement is the right way forward.

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Be Guided by Algorithms

Zoe is a strong believer in the power of algorithms, especially when it comes to making content strategy for social media marketing. "The best practice is to look at algorithms and guide the content strategy accordingly. I would say algorithms are controlling social media communication in a major way.

Zoe Cairns is a highly respected and proficient International Social Media Speaker, TV Expert, Trainer and Consultant. 

Specializing in many areas but focusing on one of the many areas people do not cover when they first set out in Social Media, their Social Media Strategy. She works with many companies, brands and Fortune 500 companies to make sure that they have a strategy and know how to implement high profile campaigns to get the maximum from their Social Media activities. Her passion is also sharing the message about Social Media and how it can be used in business.

Zoe has traveled to many places to speak at many events including Poland (She was commissioned by Seldia EU to attend a Roundtable Conference to speak to European Parliament and Government), Amsterdam (The Social Media Strategies Summit), India (Socialathon 2014 for Digital Market Asia), Ireland, Madrid training a 1.2 billion company and Montenegro to speak at a conference for NATO. Follow Zoe on X.

Guest Authored By Ruhail Amin. Ruhail is a Journalist at Exchange 4 Media. Formerly Hindustan Times, and Times of India. Follow Ruhail on Twitter.

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Social media itself is not the answer to having a great marketing strategy.

It has to be done with other media platforms for effective reach.

• 

  Authored by:

  Fred Hansen Pied Piper of Social Media Marketing at YourWorldBrand.com & CEO of Millennium 7 Publishing Co. in Loveland, Colorado. I work deep in the trenches of social media strategy, community management and trends.  My interests include; online business educator, social media marketing, new marketing technology, skiing, hunting, fishing and The Rolling Stones..-Not necessarily in that order ;)

Social Media And YOUR Better Half?

We've all heard of the 'should you be friends with your ex on social media' debate. It's a risky decision -- there might be photos of a new flame, posts about single life or the dreaded relationship status change..

But what we don't hear that much about is whether or not it's a good idea to befriend your current other half in the digital world.

You might think -- why not? Afterall, social media is a part of everyday life. But it turns out there's a split debate and it may be worth thinking twice before accepting a friend request from your significant other.

According to Dr Nikki Goldstein, sexologist, relationship expert and author of Single But Dating, it takes time for a sense of security to develop, which means if you're new into a relationship, avoid merging your virtual worlds.

"If it's a new relationship, you need to get to know the person, not the perception of what they project online," Goldstein said.

"In a new relationship you'll start prodding instead of actually asking the question and you might come out with a bit more jealousy, so the risk is that you'll see things and you won't be sure how to digest it so you'll sweep it underneath the rug and you'll let the jealousy consume you."

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Goldstein suggests if you're looking at past photos, following up on their comments or wondering about their newest Instagram follower, it's time to 'unfriend' and have a conversation with your partner to break down communication barriers.

"Maybe they're not replying to your text message but they've just 'checked in' somewhere, and you're thinking, 'hang on a minute, you've got time to check in but you don't have time to call me back' -- these are all things in a new relationship that can really send you crazy," Goldstein said.

"It's when you get a sense of security, when you feel there are those clear communication channels, that you can express concerns in a way that's not aggressive or not accusing them. At that point, add them on social media because then whatever comes up you'll be able to address it easily and quickly and it won't become a problem, it'll be a conversation."

Goldstein also suggests not jumping to conclusions about your partner's decision to keep your relationship off social media, keeping in mind respect and privacy.

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"Some people want to protect their relationship and that's where you have to think more on the optimistic side -- think that maybe they don't want comments from everybody, or everybody giving their opinion on what's going on in the relationship," Goldstein said.

"Make sure you actually live your relationship for you not for the validation of the people around you."

While you may see things on your partner's social media that might invoke a sense of paranoia, keeping your digital lives separate can also cause conflict within the relationship.

As psychologist and dating expert, Melanie Schilling reveals, excluding your partner is like never taking them as your plus one to events.

"Just think about what it means to include your partner in your digital world, and more importantly, what it means to exclude them -- it can signal 'I don't trust you' or 'you are not worthy of being in my inner circle'," Schilling said.

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"Remember, what we do online is simply a version of what we do in the real world -- would you openly tell your partner they are not invited to a party with you?"

If you do choose to keep your relationship sans social media, Schilling suggests staying connected on messaging apps or platforms like email, or choosing a new platform to explore and experiment with together.

Alternatively, remember the way we used to tell people what we were up to before Facebook was invented?

Talk to each other! (Ringing any bells?) Don't send your partner the filtered, angled photos we splash on social media sites, call them and talk about your day.

Guest Authored By Kirstie Fitzpatrick. Kirstie is a Digital Communications and Blog Writer for HuffPostAU. Follow Kirstie on Twitter.

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Remember the way we used to tell people what we were up to before Facebook was invented?

Talk to each other! (Ringing any bells?) Don't send your partner the filtered, angled photos we splash on social media sites, call them and talk about your day..

• 

  Authored by:

  Fred Hansen Pied Piper of Social Media Marketing at YourWorldBrand.com & CEO of Millennium 7 Publishing Co. in Loveland, Colorado. I work deep in the trenches of social media strategy, community management and trends.  My interests include; online business educator, social media marketing, new marketing technology, skiing, hunting, fishing and The Rolling Stones..-Not necessarily in that order ;)