Published: February 13th, 2017
Social media is a huge field to work with. There are a ton of platforms out there that have different folks using it in different ways. How can a company decide which platform to use given the amount of sites that are out there? Lucky for us, the Pew Research Center released their social media update from 2016 with some valuable information for us to sift through. We laid out the specific details on our digital marketing page. Instead of having to read the report yourself, we went ahead and crunched the numbers for you to get an understanding of who is using what platform. Here are the top five sites to consider when looking to build your presence on social media.
Facebook is a big one for all businesses. Facebook is a great way to talk about your business and increase brand awareness. With over a billion users on Facebook, it’s no wonder why so many companies have some kind of presence here. There’s a little more to Facebook than one might realize though.
We can see that over 80% of women and about 75% of men are on Facebook. That isn’t enough information to give us a clear direction as to why this platform is important. We can narrow down that over 80% of folks from 18 to 49 are using Facebook regularly. Cool, that’s a little more to work with. However, most of the value is in how many people end up using another social network after Facebook.
The research shows us that there are a TON of people that end up using services like Instagram, Twitter, and others after using Facebook. This gives us a great opportunity in re-marketing to customers after they’re aware of your presence on Facebook. This means that we can share your company story on Facebook then translate it to Instagram, Twitter, YouTube, and other places to create consistency among all channels.
Instagram is a relatively new channel for companies. It’s popular for being a platform where users can upload and edit their photos for their friends and family to see. It’s been identified that about 32% of all online adults use Instagram as a form of social media. We know that the majority of Instagram users are between the ages 18 to 29 given that 59% of that age group is using Instagram. This is great information we can act on.
This statistic indicates that users between 18 to 29 may be a more visual demographic compared to other ages. If this is your target market, it may be worth putting together stunning visuals that will capture this age range. I would recommend visuals that bring the user into your story over visuals that depict what your company offers. Take REI for example, their Instagram page is all about people going out and exploring. Their page is a true representation of what it means to sell a lifestyle. This is a page worth noting and learning from when considering your company presence on Instagram.
I was surprised to see Pinterest on the top list of social media users. I personally don’t use Pinterest, but it’s certainly a platform worth noting. Pinterest has about 31% of online adults and most of those users are women.
Consider that Pinterest tends to be a platform about DIY. What this means is Pinterest is made up of users that use Pinterest primarily for “pinning” ideas for future meals, arts and crafts, weddings, and much more. This means that your company can develop posts that provide instruction on how to use your products within a project.
Doing a search on Pinterest landed me on Target’s Pinterest page. I saw boards for back to school shoppers, outdoor related things, movie nights, and much more. I decided to dive into their entertainment section and saw projects related to people planning a party, people planning dinner nights for holidays, people interested in planning a picnic, and much more. This gives us an idea that your business can bundle products together and present it as a kit for certain occasions. Pinterest is more about how the pieces to a puzzle fit together more than how each individual thing works. I know that people tend to be more satisfied when presented an entire solution instead of being presented one thing that contributes to *maybe* solving their problem.
LinkedIn is the source for all business related news and updates. There have been a fair amount of users that feel like LinkedIn is slowly becoming Facebook with all the personal posts showing up lately. However, there is no doubt that LinkedIn is a source for hiring, recruitment, and anything related to business users.
There isn’t a distinct demographic that lives on LinkedIn. We know that 29% of online adults use the platform, it’s an even split between men and women, and there’s an equal distribution of all ages. The only thing that differentiates LinkedIn from other social media platforms is the fact that most of the users are strictly there for business purposes.
What this means is companies that offer B2B services should be advertising on this platform. You already know that most of the users are going to be using LinkedIn for business, so it seems silly to not have your company present on LinkedIn if you offer services that benefit other companies. You’ll more likely find key stakeholders and decision makers on LinkedIn compared to places like Facebook or Twitter. For all my B2B readers out there, how many times have you cold called a company trying to find the key decision maker? How successful have you been finding those type of people? It can take days and weeks to find the right person to talk to. Even when you find that person, you can’t guarantee you’ll be able to sell your product to them. With LinkedIn, you have direct access to finding the information you need about a company along with any personal details that will make it easier to build rapport with those key decision makers.
Twitter can be a tricky platform to conquer. It’s a mix of people using it for personal use and business use. Sometimes, people are using their account for both personal and business. There are also users that use Twitter primarily as their news outlet. This can make Twitter a bit tricky to advertise on. Let’s take a look at what the statistics are.
About 24% of online adults use Twitter. We know that there is an even split between men and women that use Twitter. It seems like 36% of the 18 to 29 crowd uses Twitter. That can be helpful. A little over 20% of folks aged 20 to 64 use Twitter. At this point, it may be more beneficial to look at what people primarily look for on Twitter.
As I look through Twitter, I see a ton of posts related to the news, blog posts, articles, and opinion columns. There’s the occasional user that is complaining about another person or brand. With all of this in mind, we need to specifically zoom in on the customer experience when using Twitter.
Twitter is an amazing platform for handling customer problems and complaints. How many times have we seen a topic explode over Twitter and people start talking about it because it’s the current hot topic? Does #DeleteUber ring any bells? With this in mind, Twitter is an essential platform for looking up topics to make sure people are happy with your service and offerings. It’s also a great way to educate your customers on certain topics, share ideas through podcasts and blog posts, and more. For companies that rely on converting their customers through blog posts and podcasts, I would consider Twitter as a source for sharing your information. You can tailor your message towards specific people in the industries you’re targeting. This is way more effective than targeting people within a demographic scope.
What are your thoughts about social media? Which platforms would you recommend to folks in your position? I would love to hear all of these opinions. Send me an email at Britton@EmpacDesign.com, leave a comment below, or get in touch with me on Twitter to let me know your thoughts about social media and how you use it for your business. If you liked this post, make sure to subscribe below for email updates on upcoming posts! This blog is all about community and sharing great ideas and insights. Otherwise, I look forward to chatting with you all soon.
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