Counting the social minutes

Have you ever stopped to think about which website you visit the most? I don’t mean for work purposes, but during those times when you are able to sit back and just zone out while surfing the Web. A quick look at my home computer’s history showed an overwhelming number of visits to a fantasy football site. This could be because my husband is looking to defend his title from last year and I’m looking to reclaim my title from the 2010 season. Although our searches are quite sports-centric, we definitely spend our fair share of time on social networking sites as well, and it looks like we aren’t the only ones.

According to New York-based market research firm Nielsen and NM Incite’s “Social Media Report 2012,” consumers continue to spend more time on social networks than on any other type of site. Approximately 20 percent of consumers’ total time online on their personal computers and 30 percent of their total time online on their mobile devices is spent on social networks, the report states. On top of that, total time on social media sites in the United States for both personal computers and mobile devices was up 37 percent to 121 billion minutes in July 2012 compared with 88 billion in July 2011, according to the report.

The report noted that computers remain the prominent device for social media access, but mobile apps and mobile Web surfing increased 63 percent in 2012 versus the same time period for the previous year. Consumers also are not at a loss for choice of social media sites. Pinterest emerged as one of the breakout stars in 2012, the report notes, but Facebook and Twitter still are the most popular social media sites.

With these booming numbers, the beverage industry has more opportunities to connect with consumers, and many companies are developing ways to engage this growing audience.

For example, Dunkin’ Donuts launched two new Facebook promotions: Top of the WorlDD Photo and Video Contest and Dunkin’ K-Cup packs K-ountDDown.

The Top of the WorlDD Photo and Video Contest allowed Facebook fans to have their image broadcast over the Crossroads of the World in Times Square in New York on New Year’s Eve. Fans submitted their celebratory photos and/or videos wishing their loved ones a happy New Year to a special tab on the brand’s Facebook page. One photo and one video submission won the grand prize of a pair of JetBlue tickets. Ten first-prize-photo- and 10 first-prize-video-submission winners received a $50 Dunkin’ Donuts gift card.

For its Dunkin’ K-Cup packs K-ountDDown promotion, fans entered to win a daily prize pack, while enjoying tips related to home coffee brewing and holiday entertaining. And, to help cover one of the biggest home-related bills people face after the holidays, at the end of the promotion, five grand prize winners received $2,500 that can be put toward a mortgage or rent payment in 2013.

Our magazine also has been spending its fair share of time on social media lately. If you haven’t already, be sure to connect with us on Facebook, Twitter, YouTube and LinkedIn for photos, videos, news updates and more.

Next month, our furry little prognosticator will tell us whether we will have six more weeks of winter, but I’m wondering whether he can predict whether 2013 will be the year of social media.

Jessica Jacobsen, editor of Beverage Industry, visits a range of beverage companies for cover stories and facility tours, represents the magazine at trade shows and industry events, and works with the Beverage Industry team to determine the content and direction of the magazine and its online components. She earned a Bachelor of Arts in Journalism from Marquette University.

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