How to connect with your audience

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It’s easy to become overwhelmed with social media options. Facebook, Twitter, LinkedIn, and Instagram are the marketing titans, but who wants to miss out on Snapchat, Periscope or Meerkat? So where do you begin? Do you try to do it all, or do it well?

Your company’s social media needs are unique to your brand, voice and your audience. Quality engagement on social media comes from knowing as much as you can about your audience . One of the most important factors to consider is your audience’s demographic profile. Take a look at your audience. What are their social media habits? Where are they comfortable online? Here’s how some of the most popular platforms stack up in terms of demographics:


• Facebook users represent 71 percent of all adults online.
• Women are more active on Facebook than men,
• The fastest growing demographic is seniors over the age of 65. (Source: Pew Internet)


• 23 percent of adult Internet users are on Twitter,
• Twitter most popular with college-educated adults under the age of 50.
• More popular with men than women (Source: Pew Internet)


• 28 percent of adult Internet users are on LinkedIn
• 44 percent of LinkedIn users earn over $75,000 per year, and over 50 percent attended college
• The largest percent of online adults who use LinkedIn are in the 30-49-age range, followed closely by the 50-64-age range. (Source: Pew Internet)


• 26 percent of adult Internet users are on Instagram
• Over half of Instagram’s users are in the 18-29-age range
• The majority of Instagram users are female. (Source: Pew Internet)

It’s important to keep in mind that the same content, messaging, and imagery will not translate across platforms. Learn what platforms work for you and become prolific on there.

If you feel stuck, remember this: You can’t be all things to all people. Not every company needs an active YouTube channel, and Tumblr might not be the best way to engage your specific audience. Your social media strategy should be user-centric. Make the most of your social channels by tailoring your platform choice to your users’ needs.