When it comes to social media engagement, and targeting, one of the key areas that you should focus on is brand awareness and interaction with both existing and prospective customers. Social Media allows you to do this on an almost real time basis. Although you may often times come across those who say you should not “sell” via social media, there are just as many who say you should…. Ideally the social media platforms offer a place to converse about issues affecting the industry you are in, as well as providing information so that you become wholly associated with your industry – and thereby attain the Authority & Trust that will help within the acquisition of clientele for your products, services and/or business. It also allows you to cement relationships and secure the customer loyalty, especially when relying on repeat business and creating “brand ambassadors” for your products and services. It therefore makes sense not to be overly pushy on these platforms, which many folks use for “socializing” more than anything else. Eric Siu provides a great numbered list in “10 Signs You’re Using Social Media Wrong” – which provides extremely relevant pointers on the use of social media.
As with any site user, social media platforms have diverse demographics when it comes to their users, but as marketers we need to create our ideal buyers, defined by specific demographics and those who have a need, want or desire to fulfill, preferably using our product or service. This process is a must for your own website or landing pages, but how do we translate this into the social media sphere(s)?
Published Market Research on Social Media Engagement and Usage Based on Demographics
According to an article published on Entreprenuer.com:
According to the infographic, 76 percent of U.S. adult women use Facebook, compared to only 66 percent of U.S. adult men. Meanwhile, 30 percent of women check their social media outlets multiple times per day, compared to 26 percent of men. And 53 percent of women are likely to access deals for a particular brand or item through social media, while only 36 percent of male survey respondents do the same.
The above is based upon an extremely informative infographic located here.
Accessing these research statistics is not too difficult, with Pew Research Internet Project providing updated and highly relevant facts, data and research on a regular basis. As an example, and specific to the area of social media: “73% of online adults now use a social networking site of some kind” with Facebook being the dominant platform at this time – source.
Mobile & Tablet Delivery for Better Social Media Engagement
Research from the Pew Research Internet Project further provides that e-reading continues to increase as device ownership increases, which may seem to be a foregone conclusion, however it brings the issues of site design, responsiveness and mobile delivery to the fore. Meaning that we are spending time marketing our websites, offers etc but have we incorporated the growth of mobile device and tablet ownership, and the usage thereof. Typically referred to as a consumption device, when it comes to thee portable devices, by not being prepared to deliver a great user experience will be severely limiting your marketing efforts, together with the risk of losing these mobile prospects that did in fact attempt to access your website.
- Women are the most active users when it comes to Social Media, across Facebook, Twitter, Instagram, Tumblr & Pinterest – whilst men are more active on LinkedIn. Women are more likely to engage or interact and also consume more news than men on Social Media Platforms. Source
- The increase in ownership of mobile (portable) devices, including e-readers, tablets and smartphones must be taken into account when designing, developing and / or delivering your site and content to your prospective and existing clientele.