Heavy Social Media Users: Weak ROI



Forbes, leading source for business news and financial information, published an interesting article on the value of High Social Media Users. And the result of their research might not show what most of us want to see...

First, let's take a look at their definition of social media usage and what they consider social media:

Usage:
1. Heavy Users: People who spend 26% of their online time using social media.
2. Medium : People who spend 4.1% of their online time using social media.
3. Light : People who spend 0.42% of their online time using social media.

Social media:
Foursquare, Facebook, Twitter, blogs, etc.

Let's admit it: sounds very fair. But hey, what would you expect?

Forbes related the social media usage to the online spent in number of online buyers as well as in purchase value:

Some bloggers, even at SocialMediaToday, seem to need an explanation for this. But it wouldn't bring us any further than a hypothesis. Point is that light social media users seem to be more interesting for your online commerce.

Meaning that today's marketer has again a new dilemma: heavy social media users are easy to reach but have a lower ROI. Light social media users (in this case People who spend 0.42% of their online time using social media) are more difficult to reach but have a higher online spent.

Damn. Social media aren't the magic solution either...
;-)