In looking at various strategies to initiate your social media plan we have discussed the "Taste Test" and the "Popular Crowd" approach. The "Taste Test" requires "testing" a multitude of sites to see where your brand may take hold, whereas the "Popular Crowd" focuses all efforts and resources on the Big Three (facebook, Twitter, LinkedIn). In this post we will look at a more strategic approach which requires identifying the attributes of your target audience and becoming an active member of their community.
Approach 3: TARGET AUDIENCE
Taking a more strategic approach requires establishing the Personas of your target audience and desired prospect demographic in order to market directly to the sites where they would be most likely to be found. This is not as easy as it sounds however there are some basic demographic "rules of thumb" for the most popular social sites (thanks to www.likeable.com):
Facebook
While the user numbers on Facebook are pretty even (51% male and 49% female), it is shown that women drive 62% of activity on the social networking site. When it comes to commenting, liking, and participating on pages, women dominate.
While the user numbers on Facebook are pretty even (51% male and 49% female), it is shown that women drive 62% of activity on the social networking site. When it comes to commenting, liking, and participating on pages, women dominate.
LinkedIn
The professional network is led by men with 55%. Not only that, but the men are mostly in the 35-55 age range. When it comes to B2B companies, if you are trying to target men then you should definitely be on LinkedIn.
The professional network is led by men with 55%. Not only that, but the men are mostly in the 35-55 age range. When it comes to B2B companies, if you are trying to target men then you should definitely be on LinkedIn.
Twitter
Twitter is pretty much 50/50 when it comes to gender of users. If you want to reach the masses, Twitter is a gender neutral place that will help you accomplish your marketing goals.
Twitter is pretty much 50/50 when it comes to gender of users. If you want to reach the masses, Twitter is a gender neutral place that will help you accomplish your marketing goals.
Google+
Statistics show that almost 70% of Google+ users are male. Google+ is an important network to have on your radar since the search integration was announced, but if you are trying to reach men, it is that much more important.
Statistics show that almost 70% of Google+ users are male. Google+ is an important network to have on your radar since the search integration was announced, but if you are trying to reach men, it is that much more important.
Pinterest
The hottest network out there at the moment, Pinterest is definitely built for women. Statistics show that 58% of Pinterest users are women and the percentage of active users is likely much higher. Pinterest is known for sharing popular topics such as interior design, recipes, fashion, etc. Women are drawn to this network and the user numbers are only growing.
The hottest network out there at the moment, Pinterest is definitely built for women. Statistics show that 58% of Pinterest users are women and the percentage of active users is likely much higher. Pinterest is known for sharing popular topics such as interior design, recipes, fashion, etc. Women are drawn to this network and the user numbers are only growing.
Foursquare
In general, nearly 60% of Foursquare users are females. Women are more likely to use a deal or special. However, there have been days where men dominate the location-based app such as on election day. On election day the ratio of users was actually reversed to have 58% be male. This is something to keep in mind when creating Foursquare promotions.
In general, nearly 60% of Foursquare users are females. Women are more likely to use a deal or special. However, there have been days where men dominate the location-based app such as on election day. On election day the ratio of users was actually reversed to have 58% be male. This is something to keep in mind when creating Foursquare promotions.
YouTube
YouTube is also a pretty even split. Watching and posting videos are done by both men and women equally. Keep this in mind when thinking of places to share your clips.
YouTube is also a pretty even split. Watching and posting videos are done by both men and women equally. Keep this in mind when thinking of places to share your clips.
Of course there are many more important attributes (other than male/female) that should be considered and researched for your desired personas. This example provides a good demonstration of the information that is available to you on-line and should be enough to get you started.
DIAMOND IN THE ROUGH
This is not really another approach however, beyond the Big Three, and other popular communities, there are social sites that you may want to consider. These growing communities could provide the perfect audience for your brand. Check out sites like Quora, Buzzfeed, Ning, or Tagged and see if they work with your demographic, goals and content strategy. Finding an up and coming social network may be the best way to make your mark quickly.
There are a ton of sites out there. What are your favorites? Comment below....
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