Understanding which demographics most use which social media channels and why is the first step in developing a relevant and targeted social media marketing campaign – and of course, zoning-in on your organization’s specific demographics is the next step. But these demographics go far beyond just plain old marketing. They’re required knowledge when it comes to your crisis communications – and by required knowledge I mean acquire this knowledge before you’re faced with a crisis and plan your crisis communications accordingly.
For example, if you’re a large organization with different targeted audiences you need to understand, not just that your organization uses Twitter, Instagram and Pinterest, for example, but which demographics and which target audiences are primarily on which platforms – and how each of them uses the platform. In a crisis, you don’t want to be communicating with your target audience on Facebook if most of them are primarily on Linkedin and Twitter.
That said, I came across the following infographic (thanks Andy!) and found it to be rather interesting. Although it should not be your only determining factor of your key target demographics’ social media use, it does provide you with a good basis to start from. From there, it’s about testing, asking, engaging and doing your own research to identify the specifics of your organization’s targeted demographics and what their social habits and preferences are.
Infographic: the demographics of social media users
Source: Pew Research Center