{"id":1933,"date":"2024-06-21T15:03:54","date_gmt":"2024-06-21T14:03:54","guid":{"rendered":"https:\/\/exafutures.com\/?p=1933"},"modified":"2024-07-05T09:42:02","modified_gmt":"2024-07-05T08:42:02","slug":"social-media-numbers-reading-them-strategic-perspective","status":"publish","type":"post","link":"https:\/\/exafutures.com\/en\/social-media-numbers-reading-them-strategic-perspective","title":{"rendered":"Social media numbers: reading them from a strategic perspective"},"content":{"rendered":"\n<p class=\"wp-block-paragraph\">Social media numbers are often underestimated: as they are so big, they may look like mere and unuseful statistics. However, <strong>reading them in context<\/strong> is of great help when planning a strategy, organic or paid, more focused on our goals.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">[<em>Article published on 27\/10\/2020 and uploaded on 21\/06\/2024 with new information<\/em>, editor&#8217;s note.]\n\n\n\n<div style=\"height:30px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<p class=\"wp-block-paragraph\">In this article we will tackle the following subjects:<\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li>numbers on a global scale<\/li>\n\n\n\n<li>most used platforms<\/li>\n\n\n\n<li>gender and geography<\/li>\n\n\n\n<li>users&#8217; usage<\/li>\n\n\n\n<li>advertising spend<\/li>\n<\/ul>\n\n\n\n<p class=\"wp-block-paragraph\">[The following data is updated as of June 21<sup>st<\/sup> 2024]\n\n\n\n<div style=\"height:50px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<h2 class=\"wp-block-heading\">Numbers on a Global Scale<\/h2>\n\n\n\n<p class=\"wp-block-paragraph\">More than <strong>60% of the world population<\/strong> uses social media. That means 5 billion users.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">It is the first time, since social networks were invented, that such impressive numbers are achieved. This data, as showed by Meltwater (source: <a href=\"https:\/\/www.meltwater.com\/en\/about\/press-releases\/report-global-social-media-users-pass-5-billion\">https:\/\/www.meltwater.com\/en\/about\/press-releases\/report-global-social-media-users-pass-5-billion<\/a>), sounds per se extraordinary if we think that twenty years ago social networks did not exist at all.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">And it sounds even more unbelievable when we think that t<strong>heir growth does not seem<\/strong> <strong>to stop<\/strong>: compared to 2023, social media users registered an increase of 5,6%, i.e. 266 million new users, with <strong>8,4 new users every second<\/strong> (of people who are over 13 years old, minimum age for creating a social media account).<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">To get an idea of what this number means, just realize that every 24 hours an average of 237.000 human beings are born: 81 million \u201cnew\u201d human beings per year, and fourfold new social media users.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">The <strong>preferred device<\/strong> to use social media is still the <strong>mobile<\/strong>, chosen by 99% of users, although during last spring&#8217;s lockdown, many users also incremented the engagement through other devices, such as laptops (47%), desktop computers (33%), smart tv (32%) and tablet (23%).<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">The<strong> average<\/strong> <strong>amount of time spent on social networks<\/strong> is also growing up to 2 hours and 23 minutes per day, and uses 6,7 per month.<\/p>\n\n\n<div class=\"wp-block-image is-style-default\">\n<figure class=\"aligncenter size-large\"><img loading=\"lazy\" decoding=\"async\" width=\"800\" height=\"449\" src=\"data:image\/gif;base64,R0lGODlhAQABAAAAACH5BAEKAAEALAAAAAABAAEAAAICTAEAOw==\" data-src=\"https:\/\/exafutures.com\/wp-content\/uploads\/2020\/10\/numeri-social-media-statistics-5.jpg\" alt=\"numeri-social-media-statistics-5\" class=\"wp-image-1905 lazyload\" data-sizes=\"auto\" data-srcset=\"https:\/\/exafutures.com\/wp-content\/uploads\/2020\/10\/numeri-social-media-statistics-5.jpg 800w, https:\/\/exafutures.com\/wp-content\/uploads\/2020\/10\/numeri-social-media-statistics-5-768x431.jpg 768w, https:\/\/exafutures.com\/wp-content\/uploads\/2020\/10\/numeri-social-media-statistics-5-640x359.jpg 640w, https:\/\/exafutures.com\/wp-content\/uploads\/2020\/10\/numeri-social-media-statistics-5-20x11.jpg 20w, https:\/\/exafutures.com\/wp-content\/uploads\/2020\/10\/numeri-social-media-statistics-5-320x180.jpg 320w, https:\/\/exafutures.com\/wp-content\/uploads\/2020\/10\/numeri-social-media-statistics-5-600x337.jpg 600w\" sizes=\"auto, (max-width: 800px) 100vw, 800px\" \/><figcaption class=\"wp-element-caption\">Photo by&nbsp;<a href=\"https:\/\/unsplash.com\/@dole777?utm_source=unsplash&amp;utm_medium=referral&amp;utm_content=creditCopyText\">dole777<\/a>&nbsp;on&nbsp;<a href=\"https:\/\/unsplash.com\/?utm_source=unsplash&amp;utm_medium=referral&amp;utm_content=creditCopyText\">Unsplash<\/a><\/figcaption><\/figure>\n<\/div>\n\n\n<h2 class=\"wp-block-heading\">Most Used Platforms<\/h2>\n\n\n\n<p class=\"wp-block-paragraph\">As far as platforms are concerned, let us take into consideration a couple of interesting aspects.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">The first one is noticing that there is an <strong>overlap of users on different platforms<\/strong>: in 2020 each internet connected user, in fact, has an average of 8,8 accounts on social networks.<\/p>\n\n\n<div class=\"wp-block-image is-style-default\">\n<figure class=\"alignleft size-large is-resized\"><img loading=\"lazy\" decoding=\"async\" width=\"686\" height=\"1024\" src=\"data:image\/gif;base64,R0lGODlhAQABAAAAACH5BAEKAAEALAAAAAABAAEAAAICTAEAOw==\" data-src=\"https:\/\/exafutures.com\/wp-content\/uploads\/2020\/10\/numeri-social-media-statistics-6-686x1024.jpg\" alt=\"numeri-social-media-statistics-6\" class=\"wp-image-1909 lazyload\" style=\"width:439px;height:656px\" data-sizes=\"auto\" data-srcset=\"https:\/\/exafutures.com\/wp-content\/uploads\/2020\/10\/numeri-social-media-statistics-6-686x1024.jpg 686w, https:\/\/exafutures.com\/wp-content\/uploads\/2020\/10\/numeri-social-media-statistics-6-640x956.jpg 640w, https:\/\/exafutures.com\/wp-content\/uploads\/2020\/10\/numeri-social-media-statistics-6-320x478.jpg 320w, https:\/\/exafutures.com\/wp-content\/uploads\/2020\/10\/numeri-social-media-statistics-6-20x30.jpg 20w, https:\/\/exafutures.com\/wp-content\/uploads\/2020\/10\/numeri-social-media-statistics-6-600x896.jpg 600w\" sizes=\"auto, (max-width: 686px) 100vw, 686px\" \/><figcaption class=\"wp-element-caption\">Photo by&nbsp;<a href=\"https:\/\/unsplash.com\/@helloimnik?utm_source=unsplash&amp;utm_medium=referral&amp;utm_content=creditCopyText\">Hello I\u2019m Nik&nbsp;<\/a>&nbsp;on&nbsp;<a href=\"https:\/\/unsplash.com\/?utm_source=unsplash&amp;utm_medium=referral&amp;utm_content=creditCopyText\">Unsplash<\/a><br><\/figcaption><\/figure>\n<\/div>\n\n\n<p class=\"wp-block-paragraph\">The second relevant aspect is that <strong>the group of platforms owned by Facebook<\/strong> is still on top of the list, regardless of the precipitous growth of new platforms, such as <strong>TikTok<\/strong>, which we saw increase by 58.20% from 2022 to 2024 with an average of more than 1 billion monthly active users. (source: <a href=\"https:\/\/greenmarketing.agency\/social-network-piu-usati-al-mondo\">https:\/\/greenmarketing.agency\/social-network-piu-usati-al-mondo<\/a>)<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">With more than 3 billion active users on a monthly basis, <strong>Facebook<\/strong> is still the most used social network, while in second place we find <strong>YouTube<\/strong> with about 2 and half billion users.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">With such fact in mind, it is not surprising for Facebook to have decided to implement the video content platform <strong>Facebook Watch<\/strong>, and it is even less surprising for it to push this type of content when it comes to advertising, promising greater opportunity of engagement and visibility.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\"><strong>Instagram<\/strong> is growing too, with more than 2 billion users, still behind <strong>WhatsApp<\/strong> (owned by Facebook), with 2 billion users, which seems to be the users&#8217; favourite among instant messaging platforms, along with <strong>Facebook Messenger<\/strong> (1 billion) and <strong>WeChat<\/strong> (1,3 billion).<\/p>\n\n\n\n<h2 class=\"wp-block-heading\">Gender and Geography<\/h2>\n\n\n\n<p class=\"wp-block-paragraph\">From a <a href=\"https:\/\/exafutures.com\/hashtags-social-media-marketing-get-to-know-advantage\" target=\"_blank\" rel=\"noreferrer noopener\">social media marketing<\/a> perspective, this translates into a <strong>greatly vast audience<\/strong>, which seems to be able to expand infinitely.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Infinitely, at least, as far as numbers are concerned, since as to geography, gender and age, there still are differences: only 1 in 11 people in East and Central Africa use social media.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">The same happens with <strong>gender<\/strong> which, in 2024, sees <strong>a majority of male users<\/strong> over female\u2019s (53,5% vs 46,5%). In all age groups, then, more women are on social media, with a near balance among users aged 35 to 44. (source: <a href=\"https:\/\/www.ansa.it\/canale_tecnologia\/notizie\/web_social\/2023\/07\/21\/nel-mondo-piu-del-60-delle-persone-sono-sui-social-media_d0303998-ae8e-49d0-ae4f-8bd407a8bc6b.html\">https:\/\/www.ansa.it\/canale_tecnologia\/notizie\/web_social\/2023\/07\/21\/nel-mondo-piu-del-60-delle-persone-sono-sui-social-media_d0303998-ae8e-49d0-ae4f-8bd407a8bc6b.html<\/a>)<\/p>\n\n\n<div class=\"wp-block-image is-style-default\">\n<figure class=\"aligncenter size-large\"><img loading=\"lazy\" decoding=\"async\" width=\"800\" height=\"504\" src=\"data:image\/gif;base64,R0lGODlhAQABAAAAACH5BAEKAAEALAAAAAABAAEAAAICTAEAOw==\" data-src=\"https:\/\/exafutures.com\/wp-content\/uploads\/2020\/10\/numeri-social-media-statistics-3.jpg\" alt=\"numeri social media statistics 3\" class=\"wp-image-1907 lazyload\" data-sizes=\"auto\" data-srcset=\"https:\/\/exafutures.com\/wp-content\/uploads\/2020\/10\/numeri-social-media-statistics-3.jpg 800w, https:\/\/exafutures.com\/wp-content\/uploads\/2020\/10\/numeri-social-media-statistics-3-768x484.jpg 768w, https:\/\/exafutures.com\/wp-content\/uploads\/2020\/10\/numeri-social-media-statistics-3-640x403.jpg 640w, https:\/\/exafutures.com\/wp-content\/uploads\/2020\/10\/numeri-social-media-statistics-3-20x13.jpg 20w, https:\/\/exafutures.com\/wp-content\/uploads\/2020\/10\/numeri-social-media-statistics-3-320x202.jpg 320w, https:\/\/exafutures.com\/wp-content\/uploads\/2020\/10\/numeri-social-media-statistics-3-600x378.jpg 600w\" sizes=\"auto, (max-width: 800px) 100vw, 800px\" \/><figcaption class=\"wp-element-caption\">Photo by&nbsp;<a href=\"https:\/\/pixabay.com\/it\/users\/gdj-1086657\/?utm_source=link-attribution&amp;utm_medium=referral&amp;utm_campaign=image&amp;utm_content=3846597\">Gordon Johnson<\/a>&nbsp;on&nbsp;<a href=\"https:\/\/pixabay.com\/it\/?utm_source=link-attribution&amp;utm_medium=referral&amp;utm_campaign=image&amp;utm_content=3846597\">Pixabay<\/a><\/figcaption><\/figure>\n<\/div>\n\n\n<h2 class=\"wp-block-heading\">Users&#8217; Utilization<\/h2>\n\n\n\n<p class=\"wp-block-paragraph\">Social networks still prove to be <strong>one of the favorite hobbies<\/strong> for internet users, with an average spent time of <strong>2 hours and 23 minutes<\/strong> per day. Furthermore, time dedicated to social networks utilization greatly incremented, by 43%, during Coronavirus pandemic.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">But how is time spent on social media? The main purpose for using them is still <strong>socializing<\/strong>, interacting with family and friends.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Other reasons, however, are gaining importance, such as <strong>news search<\/strong>: the number of people claiming to use social media to get information doubles the number of users preferring traditional media, such as newspapers. 27% of US users between 18 and 24 years old state to search news on social media, rather than other traditional sources.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">From 2023 to the present, Twitter (now called X) had a 40% growth to an average of 611 million monthly active users.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">This has probably much to do with the informative nature of Twitter: during last spring&#8217;s lockdown, Covid-19 related tweets were posted in a number between 13 and 20 million per day (source: <a rel=\"noreferrer noopener\" href=\"https:\/\/influencermarketinghub.com\/coronavirus-marketing-ad-spend-report\/\" target=\"_blank\">https:\/\/influencermarketinghub.com\/coronavirus-marketing-ad-spend-report\/<\/a>).<\/p>\n\n\n<div class=\"wp-block-image is-style-default\">\n<figure class=\"alignleft size-large is-resized\"><img loading=\"lazy\" decoding=\"async\" width=\"800\" height=\"1000\" src=\"data:image\/gif;base64,R0lGODlhAQABAAAAACH5BAEKAAEALAAAAAABAAEAAAICTAEAOw==\" data-src=\"https:\/\/exafutures.com\/wp-content\/uploads\/2020\/10\/numeri-social-media-statistics.jpg\" alt=\"numeri-social-media-statistics\" class=\"wp-image-1913 lazyload\" style=\"width:439px;height:549px\" data-sizes=\"auto\" data-srcset=\"https:\/\/exafutures.com\/wp-content\/uploads\/2020\/10\/numeri-social-media-statistics.jpg 800w, https:\/\/exafutures.com\/wp-content\/uploads\/2020\/10\/numeri-social-media-statistics-768x960.jpg 768w, https:\/\/exafutures.com\/wp-content\/uploads\/2020\/10\/numeri-social-media-statistics-640x800.jpg 640w, https:\/\/exafutures.com\/wp-content\/uploads\/2020\/10\/numeri-social-media-statistics-320x400.jpg 320w, https:\/\/exafutures.com\/wp-content\/uploads\/2020\/10\/numeri-social-media-statistics-20x25.jpg 20w, https:\/\/exafutures.com\/wp-content\/uploads\/2020\/10\/numeri-social-media-statistics-600x750.jpg 600w\" sizes=\"auto, (max-width: 800px) 100vw, 800px\" \/><figcaption class=\"wp-element-caption\">Photo by&nbsp;<strong><a href=\"https:\/\/www.pexels.com\/it-it\/@denise-duplinski-2172569?utm_content=attributionCopyText&amp;utm_medium=referral&amp;utm_source=pexels\">Denise Duplinski<\/a><\/strong>&nbsp;on&nbsp;<strong><a href=\"https:\/\/www.pexels.com\/it-it\/foto\/donna-arte-creativo-smartphone-3819818\/?utm_content=attributionCopyText&amp;utm_medium=referral&amp;utm_source=pexels\">Pexels<\/a><\/strong><\/figcaption><\/figure>\n<\/div>\n\n\n<p class=\"wp-block-paragraph\">This kind of data brings obviously up the topics of fake news and related conspiracy theories: in the second quarter of 2020, Facebook (used by 46% of users to search information) <strong>removed 7 million posts for disseminating false information about Coronavirus<\/strong>, such as fake preventative measures or scientifically non-reliable cures.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">The same thing happened with <strong>posts containing hate speech<\/strong>: 22 and a half million posts were removed from the platform in the same period (source: <a href=\"https:\/\/influencermarketinghub.com\/coronavirus-marketing-ad-spend-report\/\" target=\"_blank\" rel=\"noreferrer noopener\"><\/a><a href=\"https:\/\/influencermarketinghub.com\/coronavirus-marketing-ad-spend-report\/\" target=\"_blank\" rel=\"noreferrer noopener\">shorturl.at\/agizD<\/a>).<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Moreover, for many users, social media are even <strong>taking the place of search engines<\/strong>: as an example, in Myanmar (formerly known as Burma), such a use is so common that, when buying a new smartphone, Facebook is often pre-installed instead of Google Chrome. And, sometimes, a personal account is even created directly by the sale staff, before giving the new phone to the buyer (source: The Social Dilemma, Netflix).<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">After socializing, another reason for choosing social media is <strong>entertainment<\/strong>: finding amusing and engaging content, to fill up spare time, seems to be of primary importance for users.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">This brings us back to the role played by a well-planned organic strategy: if thanks to paid advertising we can sponsor our products, attract new potential users and push them to purchase, it is thanks to organic posting that we can create valuable, useful and entertaining content and, as a consequence, build customer loyalty to the brand.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">In 2019, 41% of users, in fact, state to turn to social networks to get more information about brands, products or services, and <strong>more than 7 out of 10 buyers are influenced by social media, second only to search engines<\/strong>, when deciding to purchase products or services (source: <a href=\"https:\/\/awario.com\/blog\/how-social-networks-influence-74-of-shoppers-for-their-purchasing-decisions-today\/\" target=\"_blank\" rel=\"noreferrer noopener\">https:\/\/awario.com\/blog\/how-social-networks-influence-74-of-shoppers-for-their-purchasing-decisions-today\/<\/a>).<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">But if we look closer, we shall see that things are changing in favor of social media: over half of female users between the age of 16 and 24 claim to prefer social networks to search for products and services, vs only 46% claiming to use more often search engines (source: <a href=\"https:\/\/blog.hootsuite.com\/simon-kemp-social-media\/\" target=\"_blank\" rel=\"noreferrer noopener\">https:\/\/blog.hootsuite.com\/simon-kemp-social-media\/<\/a>).<\/p>\n\n\n<div class=\"wp-block-image is-style-default\">\n<figure class=\"aligncenter size-large\"><img loading=\"lazy\" decoding=\"async\" width=\"800\" height=\"533\" src=\"data:image\/gif;base64,R0lGODlhAQABAAAAACH5BAEKAAEALAAAAAABAAEAAAICTAEAOw==\" data-src=\"https:\/\/exafutures.com\/wp-content\/uploads\/2020\/10\/numeri-social-media-statistics-2.jpg\" alt=\"numeri-social-media-statistics-2\" class=\"wp-image-1911 lazyload\" data-sizes=\"auto\" data-srcset=\"https:\/\/exafutures.com\/wp-content\/uploads\/2020\/10\/numeri-social-media-statistics-2.jpg 800w, https:\/\/exafutures.com\/wp-content\/uploads\/2020\/10\/numeri-social-media-statistics-2-768x512.jpg 768w, https:\/\/exafutures.com\/wp-content\/uploads\/2020\/10\/numeri-social-media-statistics-2-640x426.jpg 640w, https:\/\/exafutures.com\/wp-content\/uploads\/2020\/10\/numeri-social-media-statistics-2-20x13.jpg 20w, https:\/\/exafutures.com\/wp-content\/uploads\/2020\/10\/numeri-social-media-statistics-2-320x213.jpg 320w, https:\/\/exafutures.com\/wp-content\/uploads\/2020\/10\/numeri-social-media-statistics-2-600x400.jpg 600w\" sizes=\"auto, (max-width: 800px) 100vw, 800px\" \/><figcaption class=\"wp-element-caption\">Photo by&nbsp;<strong><a href=\"https:\/\/www.pexels.com\/it-it\/@cristian-dina-924373?utm_content=attributionCopyText&amp;utm_medium=referral&amp;utm_source=pexels\">Cristian Dina<\/a><\/strong>&nbsp;on&nbsp;<strong><a href=\"https:\/\/www.pexels.com\/it-it\/foto\/amore-biglietto-carta-carta-di-credito-1851415\/?utm_content=attributionCopyText&amp;utm_medium=referral&amp;utm_source=pexels\">Pexels<\/a><\/strong><\/figcaption><\/figure>\n<\/div>\n\n\n<h2 class=\"wp-block-heading\">Advertising Spend<\/h2>\n\n\n\n<p class=\"wp-block-paragraph\">It is now clear why investing in social media advertising could bring great benefits: if users turn to such platforms to search information about products, brands and services, they should be able to find as much as possible, so that this can translate into a <strong>real purchase action<\/strong>.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">In 2021, we saw a major brake in social media advertising investment certainly due to the unfavorable economic situation caused by the pandemic. Although, as we have seen, the lockdown months have seen an increase in social usage by users, things are different for businesses.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Those who continued to invest during those years saw both costs per click and costs per impression drop significantly, leading to unusually high generated revenue (recall that an auction system is used to determine these costs).<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">However, according to research by Influencer Marketing Hub, not only did 74% of businesses say they posted less content on their accounts, but 34% say they completely canceled at least one social advertising campaign (in the planning stage); 45% stopped at least one campaign that was already active, while 38% put new advertising investments on standby until the end of the year.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Finally, overall, 89% of respondents admit that they have acted on the budget dedicated to advertising (source: <a href=\"https:\/\/influencermarketinghub.com\/coronavirus-marketing-ad-spend-report\">https:\/\/influencermarketinghub.com\/coronavirus-marketing-ad-spend-report<\/a>)<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">In recent years, however, we see the data growing: in 2023, social advertising spending saw an increase of 11.1% to 96.9 billion, the same may not happen in 2024 (source: h<a href=\"ttps:\/\/iab.it\/adex-benchmark-2023-i-dati-delladvertising-europeo)\">ttps:\/\/iab.it\/adex-benchmark-2023-i-dati-delladvertising-europeo)<\/a><\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Therefore, spending could also grow more substantially in 2024, the year for which the increase is projected to be +7.2 percent (source: <a href=\"https:\/\/www.mark-up.it\/pubblicita-il-punto-sul-2023-e-le-previsioni-di-spesa-per-il-2024\">https:\/\/www.mark-up.it\/pubblicita-il-punto-sul-2023-e-le-previsioni-di-spesa-per-il-2024<\/a>\/).<\/p>\n","protected":false},"excerpt":{"rendered":"<p>Social media numbers are often underestimated: as they are so big, they may look like mere and unuseful statistics. However, reading them in context is of great help when planning a strategy, organic or paid, more focused on our goals. [Article published on 27\/10\/2020 and uploaded on 21\/06\/2024 with new information, editor&#8217;s note.] In this&hellip;<\/p>\n","protected":false},"author":2,"featured_media":1911,"comment_status":"closed","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"mc4wp_mailchimp_campaign":[],"footnotes":""},"categories":[16,18],"tags":[188,177,178,179,180,189],"class_list":["post-1933","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-advertising","category-business","tag-numbers","tag-social-media-2","tag-social-media-management-2","tag-social-media-marketing-2","tag-social-network-2","tag-statistics"],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v27.9 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>Social media numbers: reading them from a strategic perspective<\/title>\n<meta name=\"description\" content=\"Social media numbers are often underestimated: as they are so big, they may look like mere and unuseful statistics. 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