Understand where your market hangs out.

According to the Pew Research Center, Facebook is the king of the hill BY FAR, with 79% of users in the U.S. using Facebook.

That’s 8 out of 10 people with a Facebook account. It’s twice that of Twitter, Pinterest, Instagram or LinkedIn.

But that doesn’t mean Facebook is right for your audience.

You still have to do the research to find out where your market goes for it’s social influencer activity.


How do you find out where your audience are active?

First, you ask your current audience members which platform they use the most.

Start there, and back it up with data. Define the key elements of your audience.


What are the key elements of your audience?

Here is an example:

  • Female
  • 38
  • $75,000
  • Married
  • Children
  • Starting a business
  • Loves to travel
  • College graduate
  • Has tried to build her business already
  • Committed to her dream


Then explore the right social networks.

To find more people like the audience you defined, you need to round up the stats for all of the social networks. Below is a chart with the 2016 general demographic stats pulled from a great article by Hootsuite.

Begin with the basic demographics and then drill into the network most appropriate network to find out what benefits they offer.

If we look at the example key demographics again, we can map those to eliminate social networks right away.

Are audience defined more likely to congregate on Facebook, Twitter, LinkedIn, Youtube, Instagram, Pinterest or some other social platform?

It appears that Facebook and LinkedIn are the best sources for people like the sample, but to get really clear on your market, and which platforms are right for you, you have to look a little closer.

The easiest path to finding an audience is to target your ideal demographic with Facebook Ads Manager, whether you decide Facebook is your platform or not. The audience creator is so powerful, you’ll be able to pinpoint the behaviors and interests that your users follow.

But did you know Twitter offers something similar with a twist?

Jump over to the Twitter ads manager and you’ll find another great targeting machine that identifies your market by influencer.

Who are the competitors in your field? There’s a good chance you can identify that target market at Twitter as well.

Dig into each of the social platforms and you’ll find exciting ways to pinpoint your audience people exactly like you defined.

Filed under: Social Media Marketing