In a recent conversation with a chief technology officer, he asserted all digital technology changes in his organisation were being led by IT and not by marketing. It made me wonder: How long a marketing function like this could survive?
User activity on Facebook continues to climb, but the average member today is more a viewer than active participant, according to a new survey from content marketing firm Fractl. A quarter of the 2,000 active Facebook users surveyed by the company in April share content at least twice a week, and as frequently as six times. according to the research.
For context, two of every three Facebook users, or roughly 1.09 billion people, actively use the world's largest social network every day, and 989 million people use Facebook daily on a mobile device, according to the company's Q1 2016 earnings.
Ten percent of the Facebook users surveyed share content every day, 18 percent share more than once a day, 38 percent share less than once a week and 9 percent never share content at all, sitting on the sidelines and watching others on the site, according to Fractl. (For the purposes of Fractl's study, the term "content sharing" refers to any third-party content users share or post on their timelines.)
Women more likely to share on Facebook than men
While men and women and equally likely to share funny videos and news content on Facebook, women are more likely to post inspiring stories or beautiful photos, and they're 5 percent more likely than men to share content every day, according to Fractl. Male millennials are the least likely group to share, and Gen-Xers are the least likely to share photos of food. Baby Boomers are the most likely to share political content and the least likely to share memes or satirical news, according to Fractl.
The findings reinforce an interesting trend regarding's Facebook's ability to maintain the size of the massive stream of personal content its members regularly post. Many Facebook users have ample reason to return to the site on a daily basis, but the amount of personal content they share — photos, video and status updates — is on the declining per user, according to Bloomberg.com. The number of personal stories shared on Facebook dropped 21 percent from mid-2014 to mid-2015, and users were increasingly posting news and information from other sites instead, according to TheInformation.com.