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Developing a Social Media Strategy: Where is your target audience?

By June 24, 2015 November 30th, 2017 No Comments
256px-Social-media-for-public-relations1Social media provides an excellent channel to reach your target market. However, spreading yourself thin across all channels can be just as detrimental as not choosing the correct channel in which to focus your efforts.
When developing an effective
social media strategy, it is important to determine which platforms your company’s target audience is using. More than half of internet users (52%) use two or more of the social media sites measured compared with 42% who did so in 2013. (Pew Research) Use the stats below to decide which social media sites are right for your goals.

Facebook:

  • 71% of adult internet users/58% of the entire adult population ” (Click to Tweet)
  • 58% say they are connected to work colleagues (Click to Tweet)
  • 70% of users claim to use Facebook on a daily basis, 17% weekly, and 12% less often (Click to Tweet)
  • Gender:
    • Men: 66%
    • Women: 77%
  • Age:
    • 18-29: 87%
    • 30-49: 73%
    • 50-64: 63%
    • 65 and up: 56%
  • Education:
    • High school grad or less: 70%
    • Some college: 71%
    • College+: 74%

(Pew Research)

Twitter:

  • 23% of adult internet users/19% of the entire adult population (Click to Tweet)
  • 36% of users claim to use Twitter on a daily basis, 24% weekly, and 26% less often (Click to Tweet)
  • Gender:
    • Men: 24%
    • Women: 21%
  • Age:
    • 18-29: 37%
    • 30-49: 25%
    • 50-64: 12%
    • 65+: 10%
  • Education:
    • High school grad or less: 16%
    • Some college: 24%
    • College+: 30%

(Pew Research)

LinkedIn:

  • 28% of adult internet users/23% of the entire adult population (Click to Tweet)
  • 13% of users claim to use LinkedIn on a daily basis, 25% weekly, and 61% less often (Click to Tweet)
  • Gender:
    • Men: 28%
    • Women: 27%
  • Age:
    • 18-29: 23%
    • 30-49: 31%
    • 50-64: 30%
    • 65+: 21%
  • Education:
    • High school grad or less: 12%
    • Some college: 22%
    • College+: 50%

(Pew Research)

Google+:

  • Total number of active members – 375,000,000 (Statistic Brain) (Click to Tweet)
  • 38% of the total U.S. digital population (Comscore) (Click to Tweet)
  • Google+ shares will outpace Facebook sharing in 2016 (Search Metrics) (Click to Tweet)
  • In 2014, the average time spent per month on the social network was 7 minutes, up from 3 minutes in 2012 (Marketing Pilgrim) (Click to Tweet)
  • Average time spent on Google+ per visit – 3:46 minutes (Statistic Brain) (Click to Tweet)
  • Gender:
    • Men: 73.7%
    • Women: 26.3% (Statistic Brain)

Social Networking on Mobile Phones:

*Percentage of cell phone users who use a social networking site on their phone

  • Gender:
    • Men: 39%
    • Women: 41%
  • Age:
    • 18-29: 67%
    • 30-49: 50%
    • 50-64: 18%
    • 65+: 5%
  • Education:
    • No high school diploma: 33%
    • High school grad: 37%
    • Some college: 42%
    • College+: 43%

(Pew Research)

Each social media platform is different in the forms of engagement and demographics it contains. To get the most out of your social media marketing, find out in which social sharing site your personas are engaging, and become a thought leader in those platforms.

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Larry Levenson

Larry Levenson

Larry is passionate about inbound marketing and is a HubSpot Certified Trainer. He's learned the "secrets" of leveraging HubSpot to make marketing hyper-effective and customizes that information to help our clients meet their goals. Larry lives in Prescott, AZ, and when not at work, he is hiking or hanging out with teenagers as a volunteer with Boys to Men USA.