Social Media Demographics: Using the Right Tools to Reach Your Audience

Posted by Tim Mikulski, May 08, 2012 2 comments

Have you ever wondered if it's worth your time to start that Pinterest page for your organization or business? Is it important that you know what Digg is?

Thankfully, has pulled together a fantastic infographic that will help you determine if Facebook is better for your message or if you should hurry up and start that Twitter account.

By gathering social media demographic info and putting it together in an arts-friendly way (a solar system of social media info), you can take a quick look at the social media universe and then decide if you're on the right path or if you should be heading toward another orbit.

Here are some facts I gleaned from the resource (as posted on Mashable):

  • FACT: Facebook users visit the site 40 times per month and average over 23 minutes on the site per session.
  • OPPORTUNITY: That creates an opportunity to really engage with Facebook users. If you can get an article or link to your site on a Facebook user's newsfeed at the right time, you will have them hooked...for at least that day. A study covering 2007-2010 Facebook use says that the peak use time is Wednesday at 3:00 p.m. ET and daily it is at 11:00 a.m., 3:00 p.m., and 8:00 p.m. ET.
  • FACT: 82 percent of Pinterest users are female.
  • OPPORTUNITY: The arts are already female-skewing, but if you want to reach out further into the demo, you'll want to sign up for an account and try it out soon.
  • FACT: 71 percent of Google+ users are male and 43 percent are single men.
  • OPPORTUNITY: The arts are already female-skewing, but if you want to reach out to older, single men who may bring dates, girlfriends, and/or mothers to your gallery or performing arts center, you might want to dabble and see where Google+ takes you.
  • FACT: LinkedIn is the most balanced by sex and has the most 25-34 year-old users.
  • OPPORTUNITY: If you're looking to reach younger, college-educated users, LinkedIn is probably the place to go as it also the second-largest social media tool behind Facebook.

The information provided in the infographic goes well beyond the few points I just made, so check it when you are thinking about your social media strategy.

However, it's also important to note that you do not have to utilize every social media tool. Some may work great for you and others won't ever be worth your time or energy. Sure, give one a try if the demos fit, but never be afraid to walk away if it's not getting the results you need or expect.

Thoughts? Add them in the comments below.

2 responses for Social Media Demographics: Using the Right Tools to Reach Your Audience


May 10, 2012 at 3:38 pm

I agree not to base it only on the 4 bullets I provided. Also, I'm a gay arts patron myself so the Google+ comment was certainly not an attempt to hurt the LGBTIQ community and was much more of a tongue-in-cheek joke. Thanks for commenting!

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May 10, 2012 at 7:15 am

I am not sure that I agree with your simplistic solutions based on demographic information alone. There are so many other factors to consider when creating a digital strategy for arts organizations such as finding new audience versus retaining older audiences. I had particular issue with your google plus recommendation as it eliminates the large contribution of the LGBT community in the arts patronage community. Thanks for the infographic though.


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