This document discusses compelling data on social media use in the United States. Some key points include: social networks and blogs reach nearly 80% of active US internet users and represent most online time; social media is defined as platforms for publishing user-generated content; older users are increasingly using social media with the largest growth among those ages 50+; 95% of teens ages 12-17 are online and 80% use social media primarily to stay connected with family and friends; most adults describe social media experiences positively and it can increase feelings of closeness and self-esteem while triggering feel-good brain chemicals.

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Social media is wide-spread and it’s here to stay! Here are some
compelling data on social media use:
• In the U.S., social networks and blogs reach nearly 80 percent of active U.S. Internet users and
represent the majority of Americans’ time online.1
• Social media can be defined as any online platform or channel for publishing and disseminating
user-generated content.2
• Today more than ever older Internet users
are flocking to social sites to join in the
conversation. In fact, the most significant
growth among these sites in the last several
years has been among 50 years and older,
which has steadily upped the average user
age across the board.3
• 95% of all teens ages 12-17 are online and 80%
of those teens use social media.4
• Connection with family and friends is the
primary reason people use social media. 2/3
say staying in touch is a major reason they use
these sites.5
• Most online adults describe their experiences using social
media in positive terms.6
• The average social media user has more close ties and is 1/2 as likely to be socially isolated.7
• 65% of social media-using teens have had an experience that made them feel good about themselves.
58% have felt closer to another person.8
• Facebook users have more social support, and they are much more politically engaged compared
with Americans of a similar age and education.9
• Young adults who spend more time on Facebook are better at showing “virtual empathy.” 10
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Terms social media users used to describe their
experience. http://www.pewinternet.org/
Reports/2011/Social-Networking-Sites

2. • Youth who use blogs, websites and email to discuss politics and current events become more socially
engaged over time.11
• In a study of 63 Cornell University undergraduates, researchers found that people reported higher
self-esteem after spending time on their Facebook profile than after time spent looking into a mirror
(Cyberpsychology, Behavior and Social Networking, 2011). 12
• Social networking triggers the release of the feel-good hormone, Oxytocin.13
• For every hour online, Americans spend 16 minutes on social media.14
• 72% of online adults are social networking site users.15
Resources
Policy:
• Online Database of Social Media Policies - http://socialmediagovernance.com/policies.php
• The Nonprofit Social Media Policy Workbook - http://www.idealware.org/reports/nonprofit-social-
media-policy-workbook
• Creating a Social Media Policy - http://idealware.org/articles/creating-social-media-policy
• Designing Social Media Policy for Government - http://www.ctg.albany.edu/publications/guides/
social_media_policy
Strategy:
• Developing a Social Media Strategy - http://www.buildsocialconsulting.com/resources/developing-
a-strategy/
• Social Media Strategy in 8 Steps - http://www.convinceandconvert.com/social-media-strategy/
social-media-strategy-in-8-steps/
• The POST Method: A systematic approach to social strategy - http://forrester.typepad.com/
groundswell/2007/12/the-post-method.html
Data:
• Pew Internet and American Life Project - http://www.pewinternet.org/
How-To:
• Instagram Basics - http://help.instagram.com/324502877648266
• Snapchat Walkthrough - http://www.businessinsider.com/how-to-use-snapchat-2013-2?op=1
• 8 Tips for Using Facebook Scheduled Posts - http://www.socialmediaexaminer.com/facebook-
scheduled-posts/
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3. • Build Social’s 101 Guide to Facebook, LinkedIn, and Twitter - http://
www.buildsocialconsulting.com/wp-content/uploads/2013/02/Build-Socials-101-Guide-2-26-13.pdf
• Social Media Best Practices - http://www.buildsocialconsulting.com/wp-content/uploads/2013/02/
Social-Media-Best-Practices.pdf
References
1. http://blog.nielsen.com/nielsenwire/social/
2. http://heidicohen.com/social-media-definition/
3. http://pewinternet.org/Reports/2011/Social-Networking-Sites.aspx
4. http://pewinternet.org/Reports/2011/Teens-and-social-media
5. http://pewinternet.org/Reports/2011/Why-Americans-Use-Social-Media
6. http://www.pewinternet.org/Reports/2011/Social-Networking-Sites
7. http://pewinternet.org/Reports/2011/Technology-and-social-networks
8. http://pewinternet.org/Reports/2011/Teens-and-social-media/Summary/Majority-of-teens
9. http://pewinternet.org/Commentary/2012/March/Pew-Internet-Social-Networking-full-detail.aspx
10. http://www.apa.org/monitor/2011/10/facebook.aspx
11. http://www.apa.org/monitor/2012/02/friends.aspx
12. http://www.apa.org/monitor/2011/10/facebook.aspx
13. http://www.huffingtonpost.com/april-rudin/the-science-behind-feelin_b_624649.html
14. http://www.experian.com/blogs/marketing-forward/2013/04/18/for-every-hour-online-americans-
spend-16-minutes-on-social-networks/
15. http://www.pewinternet.org/Reports/2013/social-networking-sites.aspx
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For more information and resources visit www.buildsocialconsulting.com
or contact Brittany Smith at brittany@buildsocialconsulting.com