With social media dominating online and offline conversations, it’s more important than ever to run a tight ship. Here are four stats to better your social strategy:

Mobile accounts for nearly 80% of time spent on social media networks.

It’s no longer a ‘trend’ or prediction, mobile has taken over the digital landscape, particularly among 18-34-year-old consumers. That train isn’t slowing down anytime soon as the current base of 2.6 billion smartphone users is expected to grow to 6.1 billion by 2020. For reference, that equates to 1 smartphone user for every 1.2 people in the world by 2020. The rise of smartphone use will undeniably have a huge impact on social media usage, so make sure your ads are being served on mobile.

46% will unfollow a brand on social for posting too many promotional messages.

Just like a happy hour, it’s tacky to talk about yourself too much and people quickly tune out.  You need to strike a balance between talking about yourself or brand. A lot of time is focused on retention and engagement, but we rarely think about the behaviors that drive users away. Next time you pull a social report, pull followers gained and followers lost to get an idea of how content is resonating with your audience. Retention is just as important as growth.

In 2012, the average internet user had three social media accounts–now the average is closer to seven accounts.

In a perfect world, we would all have a MySpace account and call it a day. However, MySpace didn’t have the staying power we needed so Facebook, Twitter, YouTube, Instagram, Pinterest, Snapchat, LinkedIn and WhatsApp popped up.

"You can do anything, but you can’t do everything" - a Dove chocolate I ate the other day.

It’s all too common for companies to overextend themselves and attempt presence on far too many social channels. It’s overwhelming, unmanageable and can rarely be done well without a big team pulling everything together. Rather than being on every channel, look at your data and determine where your target audience spends their time. Sunset the channels that don’t make sense and get really good at one or two of those channels to support your business goals.

89% of social media messages to brands go ignored.

Community management remains an important element of your social strategy. However, many companies miss an opportunity to engage with their audience by letting these communication attempts go ignored. It’s good business to make it easy for your customers to reach you through their desired communication platform. Be sure to have the proper monitoring and messaging in place to use these interactions to your advantage.

*Stats were pulled from the 61 Social Media Statistics to Bookmark for 2018 article on Sprout Social.