Is Your Small Business Wasting Time on Social Media?

Date: March 10, 2017

Social media engagement differs across generations. Don’t waste your time on a platform where your customers aren’t.

Do you know where your customers live online?

Personal Money Service estimates there will be 2.67 billion social media users worldwide by 2018. That’s about one-third of the world’s population on social media, and it’s estimated that 78 percent of the United States population already has social network profiles.

But don’t assume that the high volume of users means you’ll find your target audience on every social media platform. Targeting the demographics you want for your business is key, and key demographics use social media platforms in different ways, according to data compiled by Personal Money Service.


Gen-Zers, or 13- to 19-year olds, are all about Instagram: 50 percent of this generation use the service, according Personal Money Service. Twenty-six percent use Facebook and 23 percent are on Snapchat.

Millennials are heavy Facebook users, with 70 percent of this 20- to 35-year old crowd using the service. Videos are also popular: Sixty-three percent use YouTube. Men are more likely to use YouTube than women, while more women prefer Facebook.

Gen Xers, the 36- to 49- year old group, are also on social media, but that doesn’t mean they’re engaged. Eighty percent had social media profiles on Facebook and Twitter, but only half of this cohort had active accounts. A majority of Gen Xers use online reviews before they engage with a service or buy a product, with 68 percent making decisions based on reviews.

Facebook is the platform of choice for Baby Boomers, with 60 percent of the 50- to 64-year old crowd and 45 percent of the 65+ crowd using the service.

However you plan to engage on social media, do your research first. You don’t want to waste your time or money on a service that won’t attract the customers you’re trying to engage.


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