Social Media Goal Setting for Non-Profits
If you’re an entrepreneur or a small business owner, you’re probably aware of just how important social media is to your success. I’ve seen countless examples of small businesses growing …
Which Social Medium Best Meets Your Needs?
The rise of social media has been a boon to marketers, who have found it a cost-effective way to reach out to–and get feedback from–existing and potential customers. However, not all platforms are alike with respect to target audience appeal. Each year, the Pew Research Center evaluates social media use and releases its findings to the public. I’ve distilled the findings from the most recent Pew report to help guide you as you consider which social medium is the best fit for your message or your business.
Facebook is far and away the behemoth of social media. More than 70% of U.S. adults are using the platform. Women are more likely to use Facebook than men. And, despite talk of younger people abandoning the platform, the study found that nearly 90% of the 18-29 demographic use it. And while overall usage trends have begun to plateau, usage among seniors has continued its upward trend. Indeed, some 56% of seniors now use Facebook, up from 45% the previous year.
Twitter use continues to rise. Some 23% of U.S. adults use Twitter, a five-point increase from the previous year. Men tend to use it more than women, and the trend line for male users is continuing to climb. It is especially popular with users under 50 and those with a college degree. A significant increase in usage year after year was found among users with incomes greater than $50,000.
More than 25% of U.S. adults use Instagram, with usage increasing dramatically each year. The site tends to be more popular with women, and urban users tend to favor it more than rural users. By far the largest demographic group using Instagram is the 18-29 segment, with 53% of them using the platform. This figure compares to just 25% of the 30-49 segment, 11% of the 50-64 segment, and a mere 6% of the over-65 segment.
For anyone looking to reach a larger audience, social media certainly cannot be ignored. The best place to find people is where they are. The details of this report make it a little easier to understand where to find people in various market demographics. For additional information about social media usage patterns, I encourage you to read the full Pew report here. How you choose to use social media, or a particular social medium, can directly impact your ability to reach your intended audience.
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