Who is Using Social Media?

Probably the biggest question that every marketing team asks when planning a new campaign is “Who is our customer?”  Once you know and understand who the target audience is, it becomes much easier to plan where to focus attention.  Social media can be an amazing asset as long as you do some homework to find out where your audience is going to be – Twitter, Facebook, Instagram, LinkedIn and Pinterest.  Each year the demographics change and evolve to include a multitude of groups.  Using an expansive study done by the Pew Research Center let’s take a look at the data on who is using social media.

The Pew Research Center, a Washington D.C. based nonprofit released a report in 2014 – Internet and American Life Project, which gave some interesting insights into user-ship on social media.  The data showed that 73% of “online adults” use of social media platforms.  While this is not shocking,  some of the data on the many social media sites was very enlightening and may help your marketing team make strategic choices when trying to reach their target audience.

Facebook –

  1. Facebook remains the top social network for U.S. teens.
  2. Facebook still skews significantly toward females.
  3. Facebook has the highest percentage of people that have completed college at 68 percent.
  4. Older adult use of Facebook is up 35%.
  5. 69% of adult users have incomes over $75,000
  6. 189 Million Facebook users are “Mobile Only”
  7. Facebook has 1.2 Billion users with the largest age demographic between 35-54.


Twitter –

  1. Twitter has 271 Million users with the largest age demographic being 18-29.
  2. Twitter is slightly more popular among women (18 percent) than men (17 percent). This statistic is slowly leaning more and more toward men. Latest stats may show that males are overtaking females in user-ship.
  3. Forty-six percent of users visit daily and twenty nine percent check their feed multiple times throughout the day.
  4. The fastest growing age bracket on Twitter is the 55–64 year age bracket.
  5. Over 60% of the user base make over 30,000 a year.


Linkedin –

  1. LinkedIn has 300 Million users with the highest age demographic being the 30-49 year old bracket.
  2. Linkedin represents the oldest age demographic with over 100 million users over 50.
  3. More than 60% of Linkedin users make over 75,000 a year.
  4. Men (24 percent) use the site more than women (19 percent).
  5. LinkedIn has a pronounced skew toward well-educated users. LinkedIn came in second place for college completion (behind Facebook) at 38 percent.
  6. LinkedIn is actually more popular than Twitter among U.S. adults.



  1. Instagram has 200 Million users with the highest age demographic being 18-29.
  2. Using Instagram requires a mobile device, you cannot post from a browser so this means a mobile user-ship.
  3. Instagram is used by 20 percent of women, 15 percent of men.
  4. Instagram has edged out Facebook and Twitter in the prestige of the eyes of younger users.
  5. 83% of U.S. teens in wealthy households were on Instagram.



  1. Pinterest has 70 Million users with the highest age demographic being 18-29, followed closely by 30-49.
  2. Pinterest users are primarily woman (80%).
  3. About 21 percent of internet users are on Pinterest, up from the 15 percent in 2012.
  4. Pinterest users tend to be on the more affluent side.

Organizing your Social Media

If your company is like many companies, you have multiple accounts to social media platforms.  Your business may have a business page on Facebook, Twitter, LinkedIn, Instagram, Pinterest, and the list goes on and on.  How do you keep it all organized?  How do you continually post relevant material that is of interest to your followers?  These are questions that many marketing managers ask.  One way top keep all those social media “balls”  juggling successfully is to create/sign up for social media tools. Let’s discuss several apps and sites that can keep your social media organized and on goal.

  1. Hootsuite – Used by over 10 million people and trusted by 800+ of the fortune 1000.  This social media tool is inexpensive and allows your company to simply manage all of your social media pages right on one dashboard.  This easy-to-use tool will help you find and publish relevant content as well as measure how that content is rating via specialized analytics.
  2. IFTTT – This powerful Internet automation site can essentially connect any major network or channel together to automate sharing on sites like Facebook, Twitter, LinkedIn and more based on any action you desire. Like sending out a tweet automatically every time you publish a new blog post or getting an email when your favorite magazine has something new to say.
  3. TweetDeck – This free, easy-to-use Twitter management tool allows you to oversee all aspects of your Twitter account(s) in one interface. TweetDeck gives each user the freedom to customize their display by showing or hiding various columns presenting everything from your home screen to search terms. One negative of this tool is that is is tailored for Twitter only.
  4. Sprout Social – Like Hootsuite, Sprout Social is a social media dashboard that monitors and manages multiple social networks. It has a clean interface and user-friendly dashboard built around 6 tabs. The pricing is a little higher and costs about $40-$60 a month but well worth it if you have multiple users and accounts.
  5. Buffer – Buffer is a simple and effective tool for sharing content through Facebook, Twitter, LinkedIn and Google+. It’s particularly useful for small businesses that don’t have the time or resources to update their social media channels regularly. Services range in price depending upon the number of users.

The Value of Fun @ Work!

Fun at work?  If you immediately think this is a typo or possibly the world’s biggest oxymoron, then maybe you need to change your work environment!  A large body of research compiled by the Great Place to Work Institute reveals data (from the organization’s 1 million-person research database) that “Great” companies consistently earn significantly higher marks for “fun.” Now now, I can hear you thinking “Fun at work is a waste of time, money and may make the clients take the company less seriously.”  In fact, the research proves that you could not be more wrong in this line of thinking.  Let’s look at some companies that are doing “fun”  correctly at work and the benefits that they are reaping from this atmosphere.

The case for levity in the workplace is no more better proven than in the Google workplace and headquarters called Googleplex.  Google’s headquarters in Mountain View, California boasts 2 million square feet of office space, some of which is solely reserved for fun.  In fact they have listened to employees over the years and installed slides, pool tables, sports facilities, even nap stations. Each of these fun stations are geared toward keeping employees happy and making them more creative and productive at work.

Sure, your company may not have millions to spend on a sports complex.  But little things like a company game day, local scavenger hunt, yoga at work and any number of activities could bring the fun back into your work day.  Here are just some of the benefits the data points to why levity at work is the way to go.

  • Fun stimulates creative thinking.
  • Doing something fun and exciting can be a major stress reliever.
  • Fun builds a good vibe and increases company morale.
  • Creating a culture of fun can increase productivity.
  • Employees may find their work more rewarding.
  • Employee retention numbers increase.
  • Clients and customers will pick up on the new culture and appreciate better service.

At Sperling Interactive, we too embrace levity and laughter in the workplace.  Here are some photos from our latest “yoga at work”  day and a Hawaiian theme BBQ.  Go have some fun!