A Look Back at Social Media in 2012 [Slideshare]

PushON | February 15th 2013

A Look Back at 2012 in Social Media: The Best and the Worst from PushON Ltd

Text version:

Social media became even bigger in 2012:

  • The Google+ +1 button is used 5 million times a day
  • Over 6 months, Instagram visitors increased 724%
  • Over 15,000 tweets per second during the European Championship 2012 final
  • Gangnam Style was viewed over 532 million times on YouTube
  • Pinterest drives more referral traffic than Google+, LinkedIn and YouTube combined

But what about marketing?

The best:

Nike’s marketing strategy throughout London 2012 generated huge buzz on social media, upstaging official sponsor Adidas. Nike received over 16,000 tweets from the campaign and saw a 77% boost in interaction on its Facebook page.

Dollar Shave Club entered the razor blade market with a bang. Its humorous YouTube ad went viral and garnered nearly 10 million views.

Honda gave 5 top pinners on Pinterest $500 each to take a 24 hour break from the site and try some of the stuff they’ve been pinning about. Using the hashtag #Pintermission, Honda reached 5.5 million Pinterest users with the campaign.

After being given an R-rating, the anti-bullying documentary started a social media movement on Twitter. The campaign was a success, raising a huge amount of awareness for the movie, 30,000+ followers on Twitter and having the rating changed to a PG-13.

The worst:

McDonald’s #McDStories campaign backfired when people tweeted stories of finding fingernails in Big Macs and being hospitalised with food poisoning. McDonald’s pulled the campaign within 2 hours, but the damage had already been done.

American Apparel faced huge backlash during hurricane Sandy last year when they sent customers the following email:

‘In case you’re bored during the storm, 20% off everything for the next 36 hours.’

The next 36 hours saw hurricane Sandy take 130 lives, left hundreds of thousands homeless and caused billions of dollars of damage. The company swiftly apologised.

Celeb Boutique caused offence last week when they sent the following tweet:

‘#Aurora is trending, clearly about our Kim K inspired #Aurora dress.’

The trend was actually a reference to the mass shooting in Aurora, Colorado. The fashion company quickly deleted the tweet and apologised.

Urban Outfitters also used hurricane Sandy as a business opportunity, tweeting:

‘This storm blows (but free shipping doesn’t!) #frankenstorm #ALLSOGGY’

The insensitive tweet contained the discount code for free shipping; ALLSOGGY.

A few more stats:


  • The average Facebook user has 130 friends.
  • 56% of consumers are more likely to buy from a brand that they like on Facebook.
  • More than 3.5 billion pieces of content are shared each week on Facebook.


  • There are now over 100 million active Twitter users.
  • 40% of active users don’t actually tweet.
  • 34% of marketers have generated leads using Twitter.


  • 43% of online consumers are social media followers.
  • 30% of B2B marketers using social media channels aren’t tracking the impact on lead generation and sales.
  • #LOVE is the most used hashtag on social media.