Social Media
Social media networks provide established populated communities which can be leveraged to reach out to potential clients, fans, partners, and talent.
Social media becomes more integrated into the daily lives of individuals. Its integral to a successful marketing plan to consider the ideal use cases for each target platform to maximize the potential impact.
| Comparison Basis | |
|---|---|
| User Characteristics | |
| Male vs Female Audience | 40% vs 60% |
| Post Secondary Education | 80% |
| Under 35 Years Old | 34% |
| Brand Exposure | |
| Brand Management Focus |
|
| Platform Audience Pros |
|
| Platform Audience Cons | Platform limited CTA |
| Customer Communication | Opinion sharing and customer service |
| Traffic to Website | Direct links to content and complete business page |
| Comparison Basis | |
|---|---|
| User Characteristics | |
| Male vs Female Audience | 55% vs 45% |
| Post Secondary Education | 66% |
| Under 35 Years Old | 49% |
| Brand Exposure | |
| Brand Management Focus |
|
| Platform Audience Pros |
|
| Platform Audience Cons | Audience not fully engaged |
| Customer Communication | Monitoring engagement and usage of branded tags |
| Traffic to Website | Timely distribution of new linked content |
| Comparison Basis | |
|---|---|
| User Characteristics | |
| Male vs Female Audience | 57% vs 43% |
| Post Secondary Education | 82% |
| Under 35 Years Old | 72% |
| Brand Exposure | |
| Brand Management Focus |
|
| Platform Audience Pros |
|
| Platform Audience Cons | Content must be highly curated and/or industry specific |
| Customer Communication | Industry related groups and company profiles |
| Traffic to Website | Small highly targeted segment |
| Comparison Basis | YouTube |
|---|---|
| User Characteristics | |
| Male vs Female Audience | 55% vs 45% |
| Post Secondary Education | 57% |
| Under 35 Years Old | 45% |
| Brand Exposure | |
| Brand Management Focus |
|
| Platform Audience Pros |
|
| Platform Audience Cons | ROI is uncertain especially on start-up |
| Customer Communication | Quickly engaging customers with entertainment/information |
| Traffic to Website | Extra care required to drive traffic |
Modified from Source: “Using Social Media to Connect with Consumers.” Marketing, by Frederick G. Crane et al., 9th ed., McGraw-Hill Ryerson, 2014, pp. 556–556.
