If you're struggling with understanding who is actually using the social channels or, better yet, are dealing with bosses and managers who can't seem to wrap their head around it, here's some solid information for your efforts. Hopefully, this will help you decide what type of content to share and also help your argument for creating greater marketing cohesion between your various marketing channels.
You should always be aware of your marketing channels. This will make you a smarter marketer while being more in tune with the users and the content that connects with them.
Why is this more important than ever? Social signals. The need for social interaction: shares, comments and likes send an important signal back to Google - signals that are important to your search engine rankings, your local results and for building greater contextual relevancy around your dealership's brand and your inventory.
Here's a quick breakdown of a recent Pew Internet study:
- The largest group of social networking site users are between 18-29 (83% of all users) - Does your content connect with this user base?
- Women outpace men - What are the hot buttons appealing to women shoppers?
- Urban usage outpaces rural. - While this may seem obvious, this is a huge indicator of where the marketing efforts should be directed.
Twitter has become an incredible source for users to consume content - and share it quickly. It's a great place to connect, communicate and generate a lot of social signals for your automotive content. Pictures, links and hashtags are great elements to include within your content. 16% of the users on the Internet use twitter. A percentage of your current and future customers are using this platform. don't ignore their usage; leverage their behavior.
TIP: Include your twitter ID & hastags within your offline messages just as often as your website URL!
Pinterest has rocketed up to 15% of all Internet users - much faster than twitter and other sites. This one channel is defining the new standards of online engagement and behaviors. Understanding Pinterest's users is a great way to educate yourself on where the Internet is headed with regards to online engagement, shopping behavior and even website design.
It's no secret who loves Pinterest: Young, white, educated, higher income users - especially women. 19% of their users are betweem 18-49. Women outpace men on Pinterest by a factor of 5.
TIP: Add Pinterest sharing buttons to your website and blogs; pin your vehicles to niche specific boards with catch titles. Be unique and creative - that's what Pinterest users want to see.
Photo sharing is alive and strong with 13% of the Internet's users participating within Instagram. Again, women are more active than men. African-American and Hispanic usage is also higer than whites. Instagram is also used more in urban areas over suburban and rural locations.
TIP: Publish your dealership activities to Instrgam and link your account to your Facebook pages, twitter account, tumblr page and your Foursquare account for even more exposure. And use your hastags! (You can also attach your flickr account as an extra back up for your images.)
Tumblr is a unique platform with regards to the behavior and users. While it may only represent 6% of the Internet's users, it is popular with younger users. They love to consume photos here as well. Plus, Google likes these pages and they tend to index well.
TIP: Share your new vehicles here, such as the Dodge Dart, Scion FR-S and KIA/Hyundai - these vehicles attract a specific younger customer interested in life-style choices and technology -based conveniences available within these modesl. Think about what they're looking for in these vehicles and highlight it within your posts.
Let's face it - nearly everyone interacts with Facebook. Personally, I'm more interested on how people interact within Facbook's platform rather than who is using it. In general terms, women still still outpace here while 2/3rd's of all online adults are Facebook users, with most of them still being considered "young adults."
TIP: Create as much engagement as possible with local fans, friends and customers as this will help contribute to improving your dealership's presence within Facebook's Graph Search as it consinutes to develop.