26 social media secrets Skittles knows

Posted on August 20, 2012 by Rob Petersen


The Skittles website attracts roughly 23,000 U.S. unique visitors/month, while the Skittles Facebook Page attracts 320,000 visitors – 14 times as many. The Skittles Facebook Page also has 22,750,000+ people who “Like” the brand.

Is this a fluke or a sign of the future? Are Facebook brand pages the new brand websites?

On the Skittles Twitter page, they are tweeting: “Go ahead and whisper your secrets to your Skittles. They’ll never tell.” Here are 26 social media secrets Skittles must know.


Skittles Facebook Page


  1. 1 out of every 5 minutes people spend online are spent on social networks in 2012; up from 1 out of every 20 minutes in 2007
  2. People spend more time social networking on Facebook than doing anything on sites owned by Google, Microsoft or Yahoo, the web’s three most heavily trafficked properties
  3. 14.6% of internet users’ time is captured by Facebook compared to a combined 2% for all other social networking sites
  4. 423 minutes are spent each month by Facebook users social networking
  5. 80% of US social network users prefer to connect with brands through Facebook
  6. 47% of people are somewhat likely to purchase from a brand that they follow or “Like”
  7. 40% of the time people spend on Facebook is spent on “News Feed.” Once you “Like” a brand, their updates appear on your “News Feed” as  a brand reminder; something a brand’s website doesn’t do
  8. Facebook Fans are 28% more likely to continue using a brand than users who are non-fans
  9. Fans are 41% more likely to recommend a brand to their friends than users who are non-fans
  10. $71.84 is the average additional amount Facebook Fans of a brand spend each year versus non-fans
  11. 20% to 40% more spending occurs from people who follow a brand through their social networks
  12. 40% of consumers prefer social log-ins over creating a new/guest account
  13. 15.2% of all U.S. display ads across the web are now socially-enabled, up from 8.2% in November 2011
  14. 40.9% and 26.9% of socially-enabled ads now occur for the CPG Food and Grocery and Movies categories, respectively
  15. 10X more people “engage” (either like, share, comment, post, check-in) with a brand on Facebook than “click-thru” on a online display ad
  16. 31% of traffic to a brand website comes from brand social network sites
  17. Top 1000 brands on Facebook are able to deliver an actual amplification of 81x when their efforts are maximized
  18. 90% of online consumers trust recommendations from people they know
  19. 70% trust unknown users, 27% trust experts
  20. 14% trust advertising
  21. 8% trust celebrities
  22. 75% of people don’t believe that companies tell the truth in advertisements
  23. 70% of bloggers are organically talking about brands on their blog
  24. 20% of Twitter updates are either requests for product info, or responses to these requests
  25. 20% of consumers use social media to get a customer service response
  26. 21% of social media users are willing to spend more for great customer service versus only 13% for the general population

These stats come from comScore, WOMMA, HubSpot and Amercian Express. These are great companies.  BarnRaisers is grateful to be associated with them and for the information they make available to help businesses make smarter decisions.

Do you think Facebook brand pages are the new brand websites?



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  1. 12 11 12 09:33

    Arbeitgeberbewertungsportale und User Generated Content

4 to “26 social media secrets Skittles knows”

  1. Rich Gee says:

    Rob – Great post! In your opinion, what secret is the most powerful for you? – Rich

  2. Rob Petersen says:

    Thanks Rich for the kind words. My favorite, if I had to pick one, is: 80% of US social network users prefer to connect with brands through Facebook. Not exactly sure why but it certainly seems a harbinger of how brand connections might occur most often in the future. Rob

  3. Marnie says:

    Excellent post, Rob! I love stats like this and was excited to find this article. Sharing it with everyone. Thanks!

  4. Rob Petersen says:

    Thanks Marnie. Really appreciate your input. Glad it was helpful. Rob

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