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How to Use Social Media to Reach Your Customers
by Bridget Weston
July 29, 2021

Over the last 12 years, the prevalence of social media prevalence in our society has absolutely exploded. The percentage of adults who use at least one social media site has grown from 11% in 2006 to 69% in 2018. This 58% shift in social media usage is staggering, and businesses large and small have taken notice.

Our latest infographic, “How Your Small Business Can Succeed with Social Media” shows the best social media tips and tricks for reaching your customers of all ages.

Where Are Your Customers?

So, you know that social media can play a huge role in your business, but how do you go about reaching your customers? Try video. The video platform YouTube has emerged as the most-used social network in America, and that goes for every age group over the age of 18, according to the Pew Research Center. Among 18-24 year-olds, usage is at an amazing 94%, followed (not surprisingly) by 25-29 year-olds (83%) and 30-49 year-olds (80%). Even among those 50 and older, more than half use YouTube on a regular basis (56%). 

Not far behind YouTube is Facebook, the second most-used network among all age groups. Among the all-important 18-49 age bracket, a steady 80% of people use Facebook. For those over 50, it’s still pretty popular, with 55% using it regularly.

The photography and video platform Instagram, along with the rapid-fire network Twitter, are both widely used by younger demographics, but they aren’t as popular among older adults. According to Pew, Instagram is used by 71% of 18-24 year-olds, but the decline is precipitous in subsequent age groups, dropping to 53% among 25-29 year-olds, 25% among 30-49 year-olds and just 16% among people over 50. Twitter followed a downward trend along the same lines, with a 45% usage among 19-24 year-olds, a 36% usage among 25-29 year-olds, a 24% usage among 30-49 year-olds, and a 14% usage among people over 50.

How Can Social Media Help Your Business?

Knowing the usage rates among different age groups allows businesses to focus their messages more creatively and target prospects better from platform to platform.

1. Brand Awareness

With 69% of adults on at least one social media platform, getting your brand noticed is much easier than it was 12 years ago. Forty-four percent of local businesses and 90 percent of marketers credit social media for helping to increase their brand awareness. Posting about your business and engaging with consumers through comments, shares, and direct messages can go a long way toward elevating your brand’s public exposure.

2. Customer Service

Social media is a fantastic tool for making internal improvements to customer service. Networks like Twitter and Facebook provide an ever-flowing stream of information, allowing businesses to receive instant customer feedback or inquiries. This quick communication method seems to have gone over well with Americans, because 59% of them think customer service through social media makes it easier to get issues resolved. Being quick and friendly in your engagement helps build relationships and lets people know your company stands up for its customers and behind its products or services.

3. Sales

Whether you decide to do paid advertising on social media or stick to traditional posting and engaging, social networking can deliver customers. At least 41% of business owners say they depend on social media to drive revenue. Of course, to truly cash in on social, it’s important to understand who’s using which platform and why.  Knowing, for example, that 41% of women are on Pinterest, businesses in certain industries will want to make that platform a priority with gender-specific messages. Likewise, when targeting recent college graduates for job-searching products and services, LinkedIn can be a valuable tool, since half of all college graduates say they use that platform for networking.

Connecting with customers and getting your products or services recognized by them has historically been one of the biggest challenges facing businesses. With almost 70% of adults on social media, however, it’s never been easier. More than 77% of small businesses are already using social media, and, regardless of your industry, you’d be wise to consider using it for yours, as well.

At SCORE, we can help you leverage social media as a business-building tool. Connect with a SCORE mentor today and start using social networking to your advantage!

About the author
Bridget Weston
Bridget Weston
Bridget Weston is the CEO of the SCORE Association, where she provides executive leadership and works directly and collaboratively with the Board of Directors to establish the vision and direction of SCORE.
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Funded, in part, through a Cooperative Agreement with the U.S. Small Business Administration. All opinions, and/or recommendations expressed herein are those of the author(s) and do not necessarily reflect the views of the SBA.

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