A good part of your online strategy revolves around where and when relevant audiences are engaging.
In order to help our own clients at Epiphany Metrics, we’ve collected a variety of data points for a fast way to look through evolving social media metrics and walking those data points through corporate social media training processes.
The audience numbers only reveal one cog (out of hundreds) that executives need to think about when designing an effective social media strategy.
Th following snapshot gives us the June 2012 metrics for Facebook, YouTube, Twitter, Linkedin, and Pinterest. The are hundreds of other social sites and tools that fall into different niches, but these core five are the first layer of conversation for most organizations.
When looking at the numbers…
think about relevance.
Relevance can be established by thinking about your target audience (age, gender, education, income, etc) and applying those percentages to the overall total audience size.
if I’m targeting ages 55 to 64, Linkedin has the highest percentage of those users at 13%
This data is highly relevant to associated projects and campaign targeting
If you have a $50k ad budget, targeting 55 to 64, you would have a percentage relevance on Linkedin (and every percentage point counts)
Things to Keep in Mind
- Do we want multiple touch points with the same person to drive conversion or if we are looking for singular contact to drive awareness?
- How do our audience engage content: desktop, tablet, mobile?
- What keywords represent our audiences around these platforms?
- What are the best niche groups and pages on these networks?
- What users represent our ideal influencers?
- Where, how, and why are our competitors on these platforms?