As Canadians we often are seen as inferior to our counterparts south of the border. In many ways we are. We pay way more for Internet and mobile, we are demure in our patriotism, and we get taxed to hell in comparison. However our beer is and always will be a superior product. In the great white north we also love the interwebs and are one of the most connected countries in the world. So what are we doing online? Well according to eMarketer we’re tagging, tweeting and posting on social networks.
A recent eMarketer report suggests 62% of Internet users in Canada use social networks in Canada. By year’s end, eMarketer estimates that about 15.1 million Internet users in Canada will have visited social networking sites at least once a month. Facebook in particular has some heavy Canadian usage. If we look at Canada as a country on Facebook we rank 7th in the world and the U.S. takes top spot. However when we break it down relative to the Population Canada we have a higher penetration of Facebook users her in the north. 50,23 % of people in Canada use Facebook while 45,28 % of US inhabitants have Facebook accounts.
So we’re really social and have a higher penetration here is Canada, so why are all the U.S. advertisers so much farther ahead than us in social media marketing? Trust me it isn’t about budgets. Canadian brands have been more hesitant in general when entering into social media. Perhaps it’s fear of losing control of the brand message (p.s. it’s already out of your control), or maybe it’s just a lack of understanding. Both of which are excuses that aren’t really acceptable. Canadians are using social media heavily, and are ready to engage and interact with your brand on their terms in social media. It’s really up to Brand managers to be brave and take a deep breath and dive in. And agencies need to keep pushing the envelope and create innovative uses of the medium that moves passed marketing and start engaging consumers.
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