The Social Media Tackle Box by Lionfish

This week, Lionfish launched The Social Media Tackle Box, a weekly series of 12 short briefs on methods, channels, and best practices for using social media to grow your business. Free and open to anyone to subscribe, you can learn more and sign up here:


12 Alarming Stats About Social Media

Source: DigiDay, , 05.13.2013

Social media has quickly become the societal norm. But at what cost?

With all that sharing (and over-sharing), there’s a downside to go along with the connectedness enabled by platforms like Facebook, whether it’s in frayed real-life relationships, simple time-wasting or annoyance at all those photos your friends are posting of their kids.

Here are 12 alarming stat about how people use social media.

18-24-year-olds on Facebook have 510 friends on average. (Marketing Charts)

87 percent of bullied teens were targeted on Facebook. (DailyMail)

59 percent of parents have talked to their children because they were concerned about something posted to social media. (Pew Internet Project)

43 percent of parents check their children’s Facebook profile daily. (Education Database Online)

Facebook collects over 500 terabytes of data every day. (GigaOm)

One out of every seven minutes spent online is on Facebook. (Mediabistro)

35 percent of employers have found information on social media that’s caused them to not hire a job candidate. (

85 percent of women are annoyed by their friends on Facebook. (Web Pro News)

Links about sex are shared 90 percent more than any other link on Facebook. (Go Globe)

61 percent of Facebook users have voluntarily taken a break from it. (Pew Internet Project)

Facebook has been linked to 66 percent of divorces in the U.S., with 81 percent of the nation’s top divorce lawyers claiming clients have cited using social networks as damning evidence against their spouses in the past five years. (Third Age)

One-third of Facebook’s 18-34 aged female demographic check Facebook when they first wake up, even before going to the bathroom. (Qbee Media)

22 Facebook PR Secrets Every Community Manager Should Know

Source: Search Engine Watch, , May 6, 2013

Is Facebook blue the new black for community managers? Social dashboards indicate Facebook marketing fashion changes by the season.

In order to stay ahead of the competition, you might have to download a book or two, attend a webinar or five, and stay on a regular diet that includes a healthy dose of the online marketing conference circuit.

You may also turn to trusted experts, the ones who spend their days and nights tracking, testing, experimenting to find out the best colors, times, lengths, accessories, apps, and more to find this season’s Facebook community manager dos and don’ts.

Two of the latest online marketing business books uncovered some Facebook fashion forward thinking designed with community managers in mind.

“The Complete Social Media Community Manager’s Guide” byMarty Weintraub and Lauren Litwinka along with “The Science of Marketing” by Dan Zarrella offer latest top shelf insights, data, and tips when it comes to how a brand can rank in authenticity and pull some publicity out of its Facebook Page.

Today’s community manager can double as a magazine editor by day and DJ by night, spinning content to match the mood, audience, and atmosphere of the daily Facebook newsfeed.

Use the 50/30/20 Rule

Weintraub and Litwinka’s spin on Facebook content calls for 50/30/20 rule.

1. 50 percent news: Include a custom blend of third party, non-competitive content from sites such as and industry

2. 30 percent personality: Highlight a sparkle of strategic personalization and personality with real time journalism that can only happen on your Facebook Page.

3. 20 percent business: After you’ve given away all the friendship bracelets, it is time for business and put on the most tasteful type of branded, self promotional content.

The Art & Science of Facebook Marketing

Social media can be described as a cool blend of art and science, yet the proof is in the data, according to Zarrella. He notes these key findings when it comes to Facebook community manager formulas:

4. Be positive: The most shareable kind of content on Facebook is positivity and the least shared is negativity.

5. Avoid unnecessary types of words: Write simply. Aim for for the fifth grade level, rather than college level. Think USA Today rather than New York Times.

6. Let your hair down: Relax your corporate content and think outside of the boring cubicle world.

7. High five!: For post frequency, Zarrella found in his research that the sweet spot is four to five times a week but recommends brands use this as a starting point and experiment from there.

Should Community Managers go for the Facebook Like or Share?

8. “Shares are the best for word of mouth: A share means people endorse your content to the point of putting their reputation on the line. Your ad or post is interesting enough where people are willing to share it,” said Dennis Yu, co-founder and chief executive officer at BlitzMetrics.

Timing is Everything on Facebook

The data from Zarrella underlines a recent study by Salesforce Marketing Cloud:

9. Join the after hours Facebook party: Brand posts published between 8 p.m. and 7 a.m., which are defined as “non-busy hours,” receive 14 percent higher interaction than those that post between 8 a.m. and 7 p.m., which are defined as “busy hours.”

10. Weekends are made for Facebook: The interaction rate for posts on weekends is 14.5 percent higher compared to weekday posts, however only 14 percent of posts are published on Saturdays and Sundays.

Less is More 😀

And to go along with the proof that positive posts are better received than negative, just say it with a simple :).

11. I ❤ Facebook: Posts that use emoticons receive 52 percent more Facebook fan engagement and have a 57 percent higher like rate, 33 percent higher comment rate and 33 percent higher share rate. Thumbs up and <3.

12. Less might be more on Facebook: Brands that post one or two times per day see 19 percent higher interaction rates than those who post three or more times per day. The key is to not bombard fans with too many posts, as Facebook news feed optimization often penalizes for this.

Delivering Happiness on Facebook

Social PR lessons to be learned for Facebook community managers and brands can come from some not so recent, but not so distant Internet entrepreneurs like Zappos CEO Tony Hsieh, author of the book “Delivering Happiness: A Path to Profits, Passion, and Purpose,” which debuted in 2010 at number one on the New York Times Best Seller List and stayed on the list for 27 consecutive weeks.

What Facebook PR Secrets can Community Managers learn from Hsieh? These core values underlined on the Delivering Happiness website may also be a secret formula to social PR community manager success on Facebook:


13. Be true to your (weird) self. Live with passion and purpose.

14. Think, say and do in harmony and in consideration of others.

15. Communicate with honesty and respect.

16. Have fun and think full. 50 percent air + 50 percent water = 100 percent full.

17. Inspire and be inspired.

18. Be humble, be grateful.

19. Build community and meaningful relationships.

20. Keep your heart + mind open and aligned. Keep growing and learning.

21. Be like MacGyver and Bruce Lee. Do more with less, be creative and adventurous, and fluid like water.

22. Create change in the world more than you ever thought possible.

Be Real

Whether it’s with Twitter, Facebook, or whatever the next thing is, the easiest way to deal with everything is to just encourage employees to be real and use their best judgment, Hsieh said.

Why Are Moms So Social?

Source: eMarketer, MAY 1, 2013

All major social sites see more usage among moms compared with the general population

US moms continue to increase their social media usage. According to a March 2013 study by comScore for online parenting resource BabyCenter, more than 90% of US mom internet users reported using social media on a regular basis. BabyCenter estimated that 20% more moms used social media in 2013 than did so in 2010. At this point, moms who do not use social media are becoming practically unheard of.

Moms between 18- to 34-years-old were not only more likely to be on social sites, they also spent considerably more time on Facebook than the general population—24% more time on desktop, and factoring in mobile, young moms spent 260% more time than the average user.

BabyCenter also found that moms overindex in their use of all the other leading social platforms—YouTube, Instagram, Twitter, Pinterest and Google+.

The biggest difference between moms and the general population is on YouTube. Seventy-seven percent of moms used YouTube, compared with 61% of the population. The difference on Instagram was also significant—27% of moms used the mobile-social site, compared with only 15% of the general population. The smallest divide was on Google+.

According to BabyCenter, the top reasons moms reported participating in social included connecting with other moms and friends and family, discovering information, and sharing family milestones. Ninety-two percent of social moms said they shared family milestones on Facebook. Getting advice was also an extremely popular reason moms used social media.

eMarketer expects the growth in the number of US mom social network users to slow in coming years, given how common the activity already is among this demographic.

This year, eMarketer estimates that 28 million female internet users over the age of 18 with children in the household will use social networks at least once a month. The number of US mom social networkers is expected to come close to 30 million by 2017.

Online Content Sharing More Popular Among Women, Youth

Source: April 23, 2013 by MarketingCharts staff


44% of Americans say they share or like online content that others have posted on social media and other online sites, according to survey results from Ipsos. While that’s right about the global average of 45%, certain segments of the population show a heightened tendency to share content. For example, within the US, women are about 56% more likely than men to say they share or like what others have posted (53% vs. 34%), while 18-34-year-olds are roughly 30% more likely than the average respondent to do so.

There doesn’t seem to be a clear pattern when sorting by household income level (HHI), although propensity to like or share others’ content is stronger among those with medium (48%) and high (43%) household incomes when compared with those with low incomes (35%).

There is a clear gap, though, between those who are chief income earners (39%) and those who are not (49%), as well as between those who are married (39%) and those who aren’t (51%), and between the employed (40%) and unemployed (50%).

Other Findings:

  • Across the 24 countries surveyed, women are 25% more likely than men to share online content that interests them (50% vs. 40%).
  • Compared to the global average, respondents aged under 35 are 13% more likely to share or like content (51% vs. 45%) , while those aged 50-64 are 20% less likely to do so (36% vs. 45%).
  • Respondents in Argentina (59%), Turkey (58%) and Mexico (57%) show the strongest tendencies to share others’ content, while those in Poland (18%) and Japan (22%) are the least likely to do so.

About the Data: The Ipsos data is based on a weighted sample size of 12,000, from an online survey conducted in late 2012 across 24 countries, with adults aged 18-64 in the US and Canada, and 16-64 in all other countries. The US data is based on a sample size of 500.