Spindustry Blog

Plan Your Social Media Marketing Strategy around Your Customers

Posted by Alex Guzik on November 20, 2013

Before you focus your efforts on creating a digital marketing plan, you should always create a
consumer plan first. The research you do before you make an investment is vital to the overall success and ROI of the social media platform. Below is a compilation of important information that will help you create a digital consumer plan.


  • While some might assume that social media is being used primarily by younger generations, Facebook is proving them wrong. Since the end of 2012, the 45 to 54 age group has seen a 45% growth.
  • 57% of Facebook users are females.
  • Facebook is a good place to target those with larger incomes. 73% of Internet users with incomes more than $75,000 are on Facebook.
  • For a platform which took root as a Harvard University networking site, it is no surprise that 57% of its users have some college education. 
  • Out of all the social networking sites, users are spending the most time on Facebook. The average visit is about 23 minutes. 

Industries best suited for Facebook: Sports, Retail, Airlines, Non-Profit

Example of a company thriving on Facebook: Zappos


  • As more parents and grandparents sign up for Facebook, younger users are shifting their focus to Twitter. Twenty seven percent of 18-29 year-olds have a Twitter account. 
  • Twitter skews slightly toward male users. 
  • Twitter is by far the most balanced with income levels. 
  • If you’re planning on making Twitter a part of your digital marketing strategy, make sure you have a mobile friendly website. Fifty four percent of those with Twitter accounts are tweeting from a mobile phone. 

Industries best suited for Twitter: Agriculture, Sports, Non-Profit, Airlines  

Example of a company thriving on Twitter: Chicago Bulls


  • As you may have guessed, 84% of Pinterest users are female. 
  • Thirty five percent of Pinterest users are in the 45+ age category, and 29% of users are 25-34 years of age. 
  • The East South Central region (Mississippi, Alabama, Kentucky, Tennessee) is a top geographic location for Pinterest.
  • Fifty percent of Pinterest users have children. 
  • Top interests on Pinterest include: crafts, gifts, hobbies/leisure, interior design, fashion, designers/collections. 
  • Thirty two percent of online shoppers have made a purchase after seeing an item on Pinterest

Industries best suited for Pinterest: Retail, Travel, Media 

Example of a company thriving on Pinterest: Better Homes and Gardens


  • LinkedIn skews toward male users. 
  • If you are looking to expand your business internationally, LinkedIn has the most internationally diverse membership. Sixty four percent of LinkedIn members are based outside of the United States. 
  • Almost half of all LinkedIn accounts are individuals who are 45+ years of age. 
  • LinkedIn users are perhaps the most educated and well-paid social media users. Forty nine percent of all users have a Graduate Degree, and most users have a household income of $100K-$150K+. 

Industries best suited for LinkedIn: Finance and Insurance  

Example of a company thriving on LinkedIn: American Express


  • The most popular age demographic on YouTube is 18-29.
  • YouTube users are fairly split between male and female.
  • If you are looking to interact with your users, 100 million people take action on YouTube videos every week. 
  • There was a 125% growth in YouTube Channels being created from 2012 to 2013. 

Industries best suited for YouTube: Manufacturing, Service, Retail

Example of a company thriving on YouTube: Home Depot 

Which platforms are right for my company?

Once you evaluate the demographics for each social media platform, compare it against your current and potential customer base.  If no mediums appear to match, you may need to study other platforms (there are hundreds, if not thousands) or ask your customers which tools they use.  If multiple mediums match and you only have the time or energy to devote to one, decide which one you can most easily provide the best content.  If you need help sorting through the details, contact our digital marketing experts.

Contact Spindustry Digital today  


Topics: twitter, linkedin, pinterest, social media, youtube, facebook