Marketing Tip #24 | The Generation Gap Influence: Finding Your Target Market on Social Media

You’ve hear it all the time. “You NEED to have a Facebook business page.”  “You NEED to get on Twitter.” “You NEED to be on Pinterest.” But do you really?

Here are 3 time-saving tips to finding your organization’s target market on social media:

TIME SAVING TIP #1:  Determine your target audience
The demographics of your target audience will help dictate where you should spend your online time and budget.  We’ve discussed the importance of defining your target audience in our Marketing Tip #22. If you don’t want to “waste” your time on social networking sites,  you must know who you are targeting before you decide which site to use for your organization.

TIME SAVING TIP #2: Determine the demographics of your target audience
One of the easiest ways to visualize your demographics is to create a mythological target customer. Then you can select the social media networks that will yield the most contact with your target audience.

TIME SAVING TIP#3: Determine where your target audience is online
Here are some interesting statistics from the website monitoring service, Pingdom, which recently released a study on social media user demographics, based on data from the Google Ad Planner Tool. While the Pingdom study covered 24 social networks, we’ll only highlight a few of the more well-know sites here.

  • 51% of all social network users are between the ages of 25 and 44.
  • Those 55 and older make up almost 10% of the social network users, while those under 25 make up just over 20%.
  • 55% of Twitter users are 35 or older.
  • The average Facebook user is 40.5 years old.
  • 71% of the 24 sites surveyed by Pingdom had more female users than male users. Only Quora, Reddit, Orkut, Github, Stack Overflow, Hacker News and Slashdot had more male users.

Pinterest is the most female-dominated site, with females making up almost 80% of its users.

 

The overall average age of social network users is 36.9 years. deviantART has the lowest average age at 28.6 years; LinkedIn has the oldest at 44.2 years.

Based on the data above, an organization marketing to senior males could make the decision NOT to spend their marketing time and money on a Twitter campaign while an organization marketing to 30-something females SHOULD consider Pinterest as a viable marketing tool.

Your organization, of course, will make its own decisions based on your unique products, services, industry, and desired outcomes. Spending a few minutes researching your target audience and its demographics before deciding which social media platform you NEED to be on will provide better results for your marketing time and resources.

2 comments to Marketing Tip #24 | The Generation Gap Influence: Finding Your Target Market on Social Media

  • Melinda P. Blackwell

    With the introduction of more highly accessible, instantaneous marketing tactics to the already ever-changing marketing landscape, it becomes more important than ever to know exactly who you are targeting. It’s easy to get caught up in the hype of social media marketing, but just like any other marketing vehicle, it only works if your audience is using it.

  • You are right on target, Melinda. Too many organizations are wasting too much time marketing in places not visited by their audiences.