About the Author

Mark Schaefer has 27 years of experience working with Fortune 100 brands, and is the author of Return on Influence and The Tao of Twitter. He also serves on the Marketing faculty at Rutgers. Find him on Twitter at @markwschaefer

Is Facebook replacing the morning cup of coffee?

Is Facebook replacing the morning cup of coffee?

Has Facebook replaced the morning cup of coffee?

According to the latest data from The Social Habit, American social media users 12+  roll out of bed and check Facebook … and another survey question confirms that about the same number check it out right before they go to sleep!

As you can see in the chart above, nearly 30% of Americans who use social media check out YouTube in the morning and more than 20% read message boards, blogs and Twitter.

This is just the tip of the iceberg of some of the amazing data Edison Research has collected and displayed in the new Social Habit report.  The survey looks at detailed social media habits and usage levels across demographic categories and includes other questions such as …

  • Is the usage of social media platforms such as Facebook, Google Plus and Pinterest going up or going down?
  • Trends regarding clicking links, social sharing and other online habits.
  • Social media versus other types of recommendations and the influence on purchasing decisions.
  • Where people are getting information about their favorite brands.
  • Critical links between social media and expectations for service response.

And there is so much more. This is incredibly important and impactful research because it isn’t your typical social media survey of “my blog readers” or “magazine subscribers.”  It was completed by Edison Research, one of the most respected research firms in the world.

When I first saw the first cut of the information that is going to be available in this report, my reaction was “WOW. This is mind-blowing.”

There’s still time to subscribe to this edition and also to connect with myself, Jay Baer, Tom Webster and Jason Falls on an October 11 webinar discussing the results.  This is a great value that even small companies and solopreneurs can afford.  I’m not prone to the use of grandiose adjectives, but this truly is the most valuable piece of social media research I have seen. And I hope you’ll take advantage of this opportunity to create competitive advantage for yourself and your company!

What’s The Next Big Thing In Social Media?

What’s The Next Big Thing In Social Media?


There seems to be a general malaise surrounding Facebook these days.  Privacy issues, advertising controversies, and an IPO that resembled Niagara Falls just seem to be piling the pressure on poor Mr. Zuckerberg.  As you might predict, a flurry of blog posts declared that Facebook’s halcyon days are over.

An emotional reaction? A trend? A rumor? How do we know what to really make of all this noise?

One of the things I’m most excited about the Social Habit research project is that it will track, quarter-by-quarter, the churning world of social media platforms.  And we’ll know the truth.

Is Facebook use really declining … and if so, where are the users going?

How long is Pinterest’s growth rate going to be sustainable? We will be able to mark this trajectory with statistically valid milestones quarter-by-quarter.

Is anybody using Google Plus — are the “official” numbers overly optimistic?

And we’ll be looking at red-hot newcomers like Instagram and Path.  If their social stocks begin to climb, subscribers to the Social Habit research will know it first.  Quite a competitive advantage, don’t you think?

So, what will be the next big thing?

The fact is, nobody is prescient enough to be able to forecast that Pinterest would take off like a Saturn rocket or that Instagram would suddenly surge with teen fans.  If you’ve ever been to the SXSW Conference you’d realize that every year there are 10,000 start-ups convinced they will be the next big thing. And maybe one of them will be.

And when a new platform starts to move, we’ll be on top of it, and so will you, as a subscriber to these incredibly rich research reports.

What? You haven’t subscribed yet?  To be in the know, purchase one of the very wallet-friendly  Social Habit packages.

Data – The Heart of Marketing Success

Students often ask me if I think they are ”creative” enough to be in marketing.

Of course creativity is needed to apply insight to a business problem and to execute on a marketing campaign, but the heart of marketing, and its success, is reliant on keen analysis. It always has.

The most successful marketers know how to distill wisdom from the numbers. Years ago it might have been through surveys and census data. Today, technology has brought the amount and quality of data within reach of even the smallest companies … and at ever-lower costs.

The real differentiator is know what to do with it once you have it!  I think that is going to be an effective career differentiator for any one getting into marketing. Do you know how to ask the right questions? Do you know enough about statistics to apply data in useful ways?  Can you peer through numbers in a “Beautiful Mind” kind of way to achieve insight that will propel your company to new heights?

This is an especially critical skill as you explore a social web filled with infographics that emphasize design over accuracy, gurus who pontificate about the latest factoid with little critical thinking, and bloggers who “eyeball” the data to make dangerous conclusions.

Marketing success and business success start with research. Stick to the facts and you’ll be way ahead of most other social media marketers!