For example, a Pew Research poll on social media use tells us:
As you choose social media, it makes sense to consider who you are trying to reach with your messages. Most agree that in business, it makes sense to use Facebook, the most popular platform, and LinkedIn, the second-most popular and the most business-oriented of the platforms.
If you are trying to reach young women, Pinterest is a good bet. The Pew research showed that women are four times more likely to use it than men and that 18 to 29 year olds (27 percent) are moving ahead of 30-49 year olds (24 percent) in using it.
Or, what if you have a message that targets 18 to 29 year olds? Might be time to try Instagram. About 37 percent of people in that age group reported that they used it and almost 6 in 10 of all Instagram users say they use it on a daily basis.
So before you choose social media for your marketing, figure out who your audience is and which forms of social media they use.
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