Make Social Media Work For You

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Social media is a lot like a buffet dinner. We sample and pick our favorites.

social media
And research shows that tastes in social media are influenced by who we are. Age, gender, race, occupation, geography and education are all factors in our social media use.

For example, a Pew Research poll on social media use tells us:

  • Twitter is more popular with urban and suburban respondents than with rural respondents.
  • The over-65 crowd is using Facebook more. Facebook use among that age group grew about 10 percent in a year’s time to reach 45 percent.
  • Men (24 percent) use LinkedIn more than women (19 percent) and LinkedIn use is highest among the 30-49 (27 percent) and 50-64 (24 percent) age groups. LinkedIn reaches 38 percent of those with a college degree. Use is also higher among those who are employed than the unemployed. Only 8 percent of those who live in rural areas use it.
  • Non-Hispanic blacks are more likely to use Twitter than the average respondent. Twitter is most popular among 18-29 year olds (31 percent).

Know your audience

As you choose social media, it makes sense to consider who you are trying to reach with your messages. Most agree that in business, it makes sense to use Facebook, the most popular platform, and LinkedIn, the second-most popular and the most business-oriented of the platforms.

If you are trying to reach young women, Pinterest is a good bet. The Pew research showed that women are four times more likely to use it than men and that 18 to 29 year olds (27 percent) are moving ahead of 30-49 year olds (24 percent) in using it.

Or, what if you have a message that targets 18 to 29 year olds? Might be time to try Instagram. About 37 percent of people in that age group reported that they used it and almost 6 in 10 of all Instagram users say they use it on a daily basis.

So before you choose social media for your marketing, figure out who your audience is and which forms of social media they use.

November 13, 2014

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