The first step to creating a social media strategy is to know your target consumer. Which social media sites do they use?
Facebook skews significantly female. Women in the U.S. are more likely to use Facebook than men by about 10 percentage points, according to a 2013 survey of social network adoption.
Although Facebook remains the top social network for teens, Instagram is tops in terms of prestige among young users. Instagram skews especially well among teens from wealthy households. In terms of gender, Instagram is a balanced mix of men and women.
LinkedIn is actually more popular than Twitter among adults and skews towards 30-40 year olds who are well-educated.
Twitter is used in high percentages by African-Americans and also skews male.
YouTube reaches more adults aged 18-34 than any single cable TV network. It skews young.
Pinterest remains dramatically skewed toward women but more balanced in terms of race. African-Americans are now almost equally likely to use Pinterest as white Americans.
Tumblr is popular among Gen Xers with low income levels. Unlike the other more mobile-focused social platforms, it is primarily accessed using desktop.