Social Marketing: Facebook, Twitter, or Blog?

Are you still pondering whether or not social media matters for your Etsy business? According to a recent social media survey (by BlogHer, the women’s blog network) roughly 68% of the 79 million adult women in the United States who use the Internet participate in social media at the very least weekly.

Interesting Finding #1: Tweet Less....Women use social networks like Facebook more than anything else, with blogs their second choice. Forums and discussion boards come next, with Twitter bringing up the rear (remember this if you’re tempted to think Twitter is THE be all and end all of your Etsy marketing).

Women’s weekly internet participation by activity:

Social Networks (Facebook, My Space, etc.): 75%

All Blog Activity (Read and Write): 55%
Forums or Message Boards: 40%

Status Updating (Twitter): 16%

If you were looking solely at raw numbers above, you’d conclude the most important place to market your Etsy products is Facebook, right? Well … not necessarily.

Interesting Finding #2: Blogs Have the Most Influence on Purchasing…

It’s not just about how much time is spent in an activity; it’s what is accomplished in that activity. Do updating friends and family with the latest baby picture or recipe play into their purchasing habits? Probably not.

The survey found that women who read and post to blogs are the most actively engaged. They spend the most time online. Over 80% also participate in social networks like Facebook, and over one third of bloggers also participate in Twitter. But more to the point, those who blog are more likely to be tech savvy, on the leading edge of trends, and invest time searching for new products online. Those who participate in social networking sites like Facebook are motivated to spend time there more as a matter of staying in touch with family and friends.

The way I interpret this: you get the maximum reach in sheer numbers from social networks like Facebook, but you achieve the most influence from blogs.

Interesting Finding #3: Women Look to Blogs for Information…

The research showed that women are more likely to go to social networks like Facebook for beauty, entertainment, and dating advice. But for the majority of other categories, including product reviews and product gift ideas, they look to blogs.

Depending on the nature of your Etsy business, focus on Facebook or MySpace may be worth it — if, for instance, you are in the entertainment business. But for most things, such as if you are selling craft supplies or selling home décor items, blogs could give the best return on time invested.