Is your target group on social networks?

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top-4-snsNot only for marketers it is very difficult to know in which social network their target group is to be found. Now, Anderson Analytics released some insight in their latest findings on detailed age groups and demographics around Facebook, LinkedIn, MySpace and Twitter.

The main findings are quite obvious…
– Twitter is the rising star amongst the social networking adoption in the U.S. – leading before LinkedIn
– People on social networks are communicating four times more about products and services than others
– People who use social networks belong to more than one of those networks

„Baby Boomers and the World War II generation are getting on Facebook, mostly prompted by their kids or younger relatives,“ CEO at Anderson Analytics says. „These folks tend to buy things online more often, as well.“

Facebook
Interesting for brands to see that Facebook is perfectly matched with media plans not only for targeting the young generation from 15 to 34. A lot of profiles of Facebook users center around the target group of 35- to 44-year-olds (44%) and 45- to-54-year-olds (30%).

Twitter
Tom Anderson also states that the benefit for brands in taking the ’social medians on board‘ is that 20% of the Twitterati have their own blog and write on a frequent basis. A powerful resource if brands can manage to get the bloggosphere engaged. Despite the fact that only 10% of the Twitter users are creating 90% of traffic on Twitter.

sn-use-by-ageFor some marketers it still might be interested to know the reason why people are on to social networks in general. For these marketers, TNS has found nothing really new but still released some latest figures from their “Consumer Internet Barometer”.

Spot On!
For me the most important message of the study is that more than half of social network users are linking their profiles with a brand, company or product. This is „proactive consumer promotion“ which needs to be expanded and enlarged by the brands. If companies get their consumers engaged in brand communication, then this is a new way of consumer generated PR and marketing. And I am asking myself if this can be merged in some new form of „authentic advertising“. Reason: The study shows that these people tend to communicate in a positive way about brands and their values.

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