Before completing your social media marketing strategy, make sure you have researched “Who?” your audience is, “What?” their social behavior consists of, and “Where?” they’re hanging out on the web.
Today’s economy forces companies to stretch their marketing dollars as far as they can. Adding a social media marketing plan to the mix allows companies to create greater awareness, increase lead generation, and increase sales in an economical manner. To get the best results though, it’s vital that you research the “who?”, “what?” and “where?” of your target market’s social behavior. If you don’t answer these questions now, your social media marketing efforts will be like a bird flying against the wind.
A quick snap shot of some social media demographics compiled from Pew Research’s latest report includes:
• Gender: 9% more women use social channels than men. Pinterest is the most used channel by women and Google+ is preferred by men.
• Age: While the 18-29 year olds continue to be the most active social users (83%), their usage actually dropped slightly recently. This age group spends much of their time on Facebook and Twitter. The 30-49 age group has recently increased usage by 4% points growing to 77%. As expected, senior citizens are the least social at 52%.
• Income: Income level also influences the level of time spent on social channels. Pew found 72% of the lower-income population on social networks compared to approximately 65% of middle class and affluent shoppers. Women with post high school education and above average incomes enjoy spending time on Pinterest.
• Race: Brands that are marketing to the Hispanic population will be interested to know that this is the most active race on social media (72%), followed by African-Americans (68%). Instagram is the most appealing social channel for these two races.
Pew Research and Docstoc created the infographic below to make your decision(s) easier. For more information on social media demographics, check out Entrepreneur’s infographic here.
How have you used demographics in your social media marketing strategy? Share your experiences below in the comment/reply box, we’d love to hear your thoughts!