Do you have a social media strategy? Do you know the age of your average customer? How much money they make each year? What they do in their spare time? The answers to these questions can have a big impact on how you use social media. It can and should dictate what information you share, how often you share and where you share.

Where to Share

Let’s say that your main product is reading glasses. You primary user will possibly be a person who is (like me) over the age of 40 and starting to notice that it is harder to read that small text on the page. In this scenario, you would be wise to find out what that segment of the population does online. This might be a good group to reach through Facebook where approximately 50% of the people in your target bracket use Facebook while only about 10-15% of them use Twitter.

However, if you sell video games for one of the popular gaming consoles, you may want to look at Twitter. In this case, you could be looking at a group where around 40% of them have a Twitter account. There seems to be a trend of younger users leaving Facebook and opting for sites like, Twitter, Instagram or Pinterest, instead. This number is hard to calculate, because that demographic tends to be, well, trend driven and prone to changing their minds.

What Should You Share?

There is really no set “ideal” for posting on social media sites as long as the content is interesting and interactive. The best practice is to post varied types of information. Don’t post only items about your company or your products. While this is important (and kind of the purpose), people will get bored with you if everything seems to be a sales pitch. Try mixing it up with posts about products, customer reviews, special events or contests, fun and games, industry news or whatever you can think of that will keep your visitors engaged. Always keep in mind that one of the top complaints among Facebook users is that people share too much information about themselves. While this is usually a problem between one person and another, it also applies to you as a business. If you post too many self-serving items, people will yawn and leave your page.

Who Uses Social Media?

As for social media overall, there is an expected drop in the percentage of users as you look at the age of the user. There are fewer users as you go up the age demographic. There is a reported 73% of all internet users over 18 that use social media in some way with users in the 18-29 year old bracket coming in at 90% and the 65+ year olds coming in with 46% usage. Studies also show that more women (78%) than men (69%) use social media. As for education and income, there really is little difference among education levels and income levels, so the usage of social media is pretty widespread and continues to grow.

The point is to take some time to think before you post. Think about where would be the best place to get the information out that you want to share. Think about how to share that information, so that it will have the best chance of your visitors wanting to comment on it, like it or share it with their friends. Try different things and try them at different times of day and different days of the week. When you have some posts under your belt, look back at what seems to be working and what does not seem to be working. Then, think about why it worked or did not work and try to make sure to use the tactics that worked in future posts. You just might find that your social media presence will explode with new life.