Think your audience isn’t on social media?

Why your company should definitely have a presence on social media

Everyone’s talking about using social media in their marketing mix. If your company isn’t there yet, it may be because you think your target audience doesn’t use social media. If your customers aren’t what you envision as typical social media users, is it worth your time to have a presence there? Yes, it is. Here’s why …

Mainstream use of social media

Data from the Pew Research Center shows year-over-year growth of social media use. Between 2006 and 2016, social media continuously grew across age groups, races, income levels and education levels. So, while you may associate social media use with continuously connected millennials and Generation Z, they’re not the only groups using social media frequently.

Hypertargeting

Creating an organic audience on social media is only part of the puzzle. To truly have an impact on social media in 2017, advertising on these platforms is crucial. Even if your audience is somewhat limited on social media (say senior citizens), it offers advertisers hypertargeting, which allows you to hone in on specific profile details from age to interests, profession and marital status.

B2B opportunity

While social media may be best known as a platform for sharing lighthearted content and photos, it also offers a lot of B2B marketing opportunities. On Facebook, Twitter and LinkedIn, you can target your audience based on profile or usage data, such as job title or industry. Given the business nature of LinkedIn, it offers the most for B2B opportunities, as the audience is using this network for business-related learning and sharing.

So, if you’re still questioning whether or not social media makes sense for your company, think about the widespread usage, hypertargeting opportunities and B2B potential. Companies simply can’t afford to ignore social media in this digital age. And while the opportunities have grown on social media, so have the complexities of mastering it. Start your journey to mastering social media with Axia Public Relations’ e-book The Essential Social Media Management Guide today.

Julie Miller is a marketing and communications professional with more than seven years of experience in the industry. She specializes in technology, digital marketing and communications. Julie has worked for Axia Public Relations since November 2015. Connect with Axia on Twitter @axiapr or tell us what you think in the comments below.