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Feb 25 2013

What the Pew Social Media Usage Report Reveals to Communicators

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Last week, the Pew Internet & American Life Project released its report on social media users for 2012.  The report’s findings detail the social media behaviors of different demographic groups, and provide some important guidance for communicators.

Here are some of the key take-aways for PR and marketing pros:

  • Align content (and calls to action) with your target demographics.  The Pew report reveals some strong differences in social media platform preferences between gender and ethnic groups.   If your brand has a narrow focus, such as a product specifically for African-American women, you’ll want to be sure that your brand has included a well-developed Instagram channel and Twitter presence.  Why?  According to Pew, Instagram users skew toward young adults, African-Americans and urban residents.  Twitter users show similar demographic characteristics.    However, if you want to reach women more broadly, you’ll need to throw Pinterest into the mix, to pick up its white female user population, and Facebook, which is used by women of all races.
  • Visuals, visuals, visuals.  Pinterest and Twitter are neck and neck in terms of user numbers, and Twitter has been around a lot longer.   The near-vertical arc of Pinterest’s growth tells me two things.  First, brands need to be on Pinterest.  Second, visuals need to be the cornerstone of communications, not an accessory.    While the popularity image-centric networks like Pinterest and Instagram is undeniable, it’s also important to note that Twitter and Facebook (Instagram’s parent) have made significant improvements on the display of multimedia content within their primary user experiences.

Read the full post by PR Newswire VP of social media Sarah Skerik on Beyond PR.

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