Although the benefits of social media marketing are widely understood, many business owners and executives are understandably overwhelmed by the idea. There seems to be a new social media app popping up every week. Each one has its own set of rules, written or not. It’s easy to find yourself wondering how you can find time in your busy schedule to update each platform regularly. However, there’s no reason to fret.

Not every business needs to use every social media site. For example, someone who sells handmade items might use Pinterest and Facebook, but skip on Twitter and LinkedIn. On the other hand, a company that focuses on business-to-business marketing might focus on LinkedIn and leave Pinterest alone. To help you decide which social media outlets are right for your business, we’ve broken down a few of the big ones:



This is the big kahuna, the bad mamma-jamma, the King Kong of social media. After all, 30 million small business owners have Facebook pages. While the market is saturated, your competitors are almost certainly on Facebook.

Consumers expect to find any business they want to on Facebook. For this reason, it is recommended that most businesses invest resources into creating and maintaining a page.  


When you create a Facebook fan page, you are able to see the exact demographics of the page’s fans. You know their locations, ages and genders. You also see when they are online, how your fans compare to Facebook overall, and many other incredible insights. This allows you to tailor posts to the people who like your page.

Overall, Facebook has 890 million site users and 745 million mobile users each day. Women are 10% more likely to use this social media outlet. Facebook is primarily used by people 25 years or older, but it does boast over 50 million younger users.



Twitter gets its quirky name from a word meaning, “a short, inconsequential burst of information.” With its 140-character limit, the social media outlet has lived up to that definition. Twitter is the best way to get easily digestible tidbits of information directly to consumers.

Due to its direct and savvy style, Twitter has become a must-have for celebrities and brands that wish to foster a deeper connection with their fans. When used correctly, Twitter will allow a brand’s followers to feel as though they have direct access to the brand. This gives followers a sense of loyalty that is invaluable to your business.


288 million people around the world use Twitter at least once per month. From those accounts, 500 million Tweets are sent each day. As far as ages go, Twitter is more spread out than many people assume. Although 55% of people with active accounts are under 50 years of age, more than 30 million people are between 50 and 64 years. 80% of people who use Twitter do so on their mobile device. This is important to keep in mind when posting links.



It’s all about the images with this Facebook-owned platform. While it’s known for hosting pictures of food, Instagram has become so much more. You can find memes, inspirational quotes, tips and recipes right alongside the copious amount of selfies. It’s particularly great for any company that produces something tangible and visually compelling.  


Instagram has about 200 million active users, half of which access the app at least once per day. This huge percentage of daily users shows the dedication Instagram fans have for their beloved social media platform. The age demographic for Instagram is quite young, with 74 million users between 18 and 29 years of age.

Brands do very well on Instagram. The top 50 brands have an average of 1.5 million followers each. The brand with the most followers is The Ellen Show, which adds nearly 300,000 followers each month. The combination of humor and community interaction is likely what makes this account so successful.



Pinterest is a small, but mighty force in the social media world. From home improvement and crafting, to fitness and fashion, users can search for posts by topics. Then, users pin posts to their own boards to look at later. One user may have plenty of boards – one for wedding planning, one for healthy recipes, one for unhealthy recipes, and another for DIY crafts. The possibilities are endless.


Pinterest is overwhelmingly female, with most of its 70 million users identifying as such. Most of the site’s users are parents, too. Interestingly, 28% of users make over $100,000 per year. Clearly, Pinterest has demographics that can be valuable to many brands. While, yes, 70 million users is small potatoes compared to some of the others on this list, don’t write off Pinterest just yet.

If you are an online retailer or blogger whose target demographic is women under 50, it’s worth considering. For businesses on Pinterest, referral traffic percentages are on the rise. That means more users are going from the Pinterest page to the website than ever before.



LinkedIn means business. It allows users to have an online resume, search for jobs, and network with colleagues. It is often underutilized by businesses looking to use social media to drive sales. Due to its business-oriented nature, this social platform is best used for B2B marketing.


LinkedIn has the oldest and most wealthy users. Over one-third of the 300 million LinkedIn users are over the age of 50. Also, over 60% of users make at least $75,000 per year. If this sounds like your demographic, do not pass on LinkedIn.


In order to make the best decision possible, you’ll need a firm grasp on what each social platform is about. Then, analyze the demographics and compare them to your target audience. If you need help with social media marketing or any other branding efforts, feel free to contact Duncan/Day Advertising. As a full-service agency, we are more than willing to assist you in your efforts.