If you’ve never bought anything online, you’re becoming a rarity. Online shopping is booming, with 78% of shoppers researching and buying products and services online.
The infographic at the end of this post gives more facts and figures for social media in 2013.
Are You Using the Right Social Networks?
Who is the audience for your business? With shoppers relying on the Internet for information about their purchases, you’ve got to connect with them on the social media networks where they spend their time.
Are you selling to men or women? Older or younger? How important is household income? Income isn’t as important if you’re selling soap – consumers need commodities no matter age, gender or income. Income matters a lot if you’re selling a top-of-the-line Mercedes or a professional service.
Who’s Searching Where?
From this infographic and other sources, we learn that the demographics of the major networks are quite different:
For those members who earn $100,00+ or more annually, Google+ and LinkedIn capture almost twice as many members as Facebook, Twitter, and Pinterest who tally 17% in that income bracket, with Tumblr at 16%.
Tumblr’s members skew much younger – mainly in their 20s – while Twitter is trending older with the biggest growth coming from adults aged 50+. Google+ members are younger, male and more tech savvy. LinkedIn members skew older and male.
Is this all confusing? Yes, because you have to take into account the sheer number of people on Facebook, for example, so that even if the percentages of high-income earners are fewer than other social networks Facebook still has a huge number of members who are making a lot of money. (For more information about social media network demographics visit this Pew Research study).
The bottom line is that you need to be in the right places where your targets are searching for advice and information as well as the services and products you sell. That’s why my primary network is LinkedIn.
Facebook is important but I sell time (doesn’t every one in a service business?) so every minute I spend on a social network is an investment that I can’t get back. So my advice is to choose your networks wisely to maximize your investment of time and money.