We recently invited our friends and colleagues in the social media space to send us their most vexing public relations questions. Robyn Rinberger (Twitter handle @justsothankfulr) submitted this great question to kickoff our new advice column series:
@Madeira_PR clients don't understand social media platforms. They think 1 size fits all..tricky to "educate" w/o sounding impertinent. Hlp?
There are still a lot of misperceptions regarding who uses social media. If your clients think social media only has a youthful appeal, the excerpt from the new Business Insider report to your right might change their minds.
In fact, the Pew Research Center's Internet & American Life Project has been tracking social media usage patterns and opinions since 2000 revealing a constantly evolving environment. This is why the platform that may best speak to your target audience today may not necessarily be a reliable communications tool in the future.
We find keeping our clients informed of social media trends and demographic usage patterns is the best antidote to the kind of tunnel vision your experiencing.
Consider presenting yourself as a social media matchmaker. Conduct thorough research to understand who exactly your client needs to reach. Dig deep to identify age, income, geographic location, interests and concerns, just to name a few. This will allow you to steer your client to invest time and resources in the social media platforms that will generate the best return on their investment.
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Facebook still skews significantly female. Women in the U.S. are more likely to use Facebook than men by about 10 percentage points, according to a 2013 survey of social network adoption.
Source: Thiago Guimaraes, Business Insider--11/42014.