One of the most popular questions Nick and I are asked is which Social Media network(s) a business should be spending their time on. The answer is always different depending on the business and their specific target market. In fact, we were asked by a close friend of Social Brothers to create an article talking about which networks a business should be using, this article therefore is dedicated to Wayne Clingman, who wasn’t afraid to ask.

Because which networks a business is going to use fully depends on their target market we will be describing the typical user for the three largest and most popular networks, Facebook, Twitter and LinkedIn. Use the information below to determine which network is likely to have your target market spending time on the platform. It is not uncommon for there to be more than one network you should be spending time one.

 

 Facebook: 

Facebook is currently the largest Social Media platform, with around 700-million world wide users. The site is now visited more often in the United States than www.Google.com. Recent studies have shown the current new users are individuals between the ages of 30-50. With so many different activities available to users a lot of time is spent on this platform. Below is additional information on the typical Facebook user.

Average Age: 18-34 Range – 28.2 average (as of March 2011)

Average Time Spent On Site: 15hrs & 33mins per month (as of March 2011)

Average Annual Income: $26k-$50k (as of end 2010) 

Average # of Friends: 130 (as of March 2011)

 

 Twitter: 

Twitter is currently the second largest Social Media platform with roughly 170-million world wide users. The network is extremely accessible through most smart-phones, allowing users more options to access the site. All content including, status updates, Tweets, direct messages and mentions have to be 140 characters or less. Below is additional Information on the typical Twitter user

Average Age: 26-44 

Average Time Spent On Site: 2hrs 12mins per month (as of end 2010)

Average Annual Income: $26k-$50k (as of end 2010)

Average # of Friends: no supporting data

 

 LinkedIn: 

LinkedIn, also known as the network for professionals is a very powerful network that is quickly growing in popularity with 120-million world wide users. This network is by far the most different from Twitter and Facebook, attracting a much older, and typically more educated user base. Many users find it difficult to learn the network at first, due to it’s professional atmosphere and intimidating user base. Although, after spending a little time learning how to navigate the site and see results of the groups it quickly becomes a favorite among many professionals including business owners and managers. It is also allows excellent reach to the decision makers of companies because of this professional setup. Below is additional information on the typical LinkedIn user.

Average Age: 43 (as of end 2010)

Average Time Spent On Site: no supporting data

Average Annual Income: $109k (as of June 2011)

Average # of Friends: 63 (as of 2007 – Although this is probably up, its just not be released by Linkedin)

 

With the above information you should be able to determine where your target market is likely spending their time. Facebook and Twitter are great networks for businesses looking to appeal to the younger generations (teenagers and young adults), although with how many users on the site it is still likely that almost any business will benefit from having an presence on Facebook. Twitter is similar to Facebook appealing to the younger generations, it’s also been said to be extremely powerful for B2B type businesses. This is because of the number of businesses using the platform to share information about their products and services. LinkedIn is where you want to be spending your time if you are looking for older generations and providing a higher quality more expensive item. This is also a great network if you are looking for a career based job, many decision makers are using the network to post job opportunities and find employees. Regardless of your business it is likely that your target market is spending time on one or all of these networks, and as they grow in popularity so will the number of people in your target market using the sites.

**Want to learn even more about Social Media? Make sure you grab our eBook, “Social Brothers’ Guide to Social Media”**

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