Who Should Engage?

90% of 18-29 year olds, and 71% of 30-64 year olds use social media. It’s not only a valuable communication channel, but also an environment where businesses can interact with and get to know their customers. Not all industries are compatible with this media (eg. asphalt contractors), but those products and services that are “Facebook friendly,” such as restaurants, the arts, or nonprofits, can benefit tremendously.

Social media offers superior targeting. Age, sex, location, interests are known variables, and can make your marketing dollars far more efficient than other avenues.

Take a straightforward approach:

  1. Define the goals of a social media initiative. This allows staying focused, and tracking success.
  2. Describe the ideal customer. When you know age, occupation, income, interests, pains, problems, obstacles, habits, likes, dislikes, motivations and objections, it’s easier and cheaper to target your prospective customers.
  3. Select appropriate channels. Creating profiles on every social media channel available without determining which ones are best suited for your business, wastes time and money. We focus on the ones that have the potential to deliver best ROIs.
  4. Develop a content strategy. Leverage the brand’s personality, and deliver content at the right time and frequency.
  5. Always have a compelling image and headline. It’s a fast-moving, and compulsive audience. You only have a couple of seconds to engage.
  6. Budget and allocate resources, monitor, and continually optimize the initiative.

Facebook is by far the biggest network, with 2 billion users worldwide. 70% of Americans are on Facebook. Sheer numbers make Facebook a channel that can’t be ignored.

LinkedIn has 500 million users. About 25% Americans are using LinkedIn to publish their professional profiles, and network within the industry. LinkedIn attracts more highly-educated people, with more sizable incomes, located in urban areas. LinkedIn well suited to promote B2B products and services, and presents a great recruiting platform.

Instagram has about 500 million users. Instagram is used to primarily share pictures and video content. The demographic is younger, 64% of 18–29 year olds are using Instagram.

Twitter has about 330 million users worldwide. Twitter attracts about a quarter of Americans. A platform that was doomed dead, and experienced its revival with the 2015 election campaign, remains a platform for fast paced, real time news sharing. Twitter is also used as an enterprise customer support platform.

Snapchat has about 200 million users, 60% of them are under the age of 24. This is the place to find millennials.

Pinterest has 175 million active users, predominantly women between 18–49 year olds.