- Posted by Nigel Edelshain
- On June 24, 2014
- Social media
“There are three kinds of lies: lies, damned lies, and statistics” said Mark Twain or Benjamin Disraeli (depending on who you want to attribute this to.) So it seems with data about the age of Facebook users and particularly the “mass exodus” of young people from the platform. Research from Forrestor contradicts data from Pew and shows that young people are in fact still avidly using Facebook.
Forrestor surveyed over 4,000 teenagers (aged between 12 and 17) about their use of social media and which services they use the most. Facebook came out ahead–by a sizeable margin (see chart below.)
This comes as somewhat of a surprise since many sources have been showing a large exodus from Facebook amongst teens and young adults. The consensus has been that these groups are using platforms such as Instagram and Snapchat instead.
This research pours cold water on that idea and suggests that if teens are using other social media services, they still maintain a strong presence on Facebook as well.
Back to knowing your potential customer
In the end what matters for your local business marketing, and determines your success, is not knowing these aggregate statistics about social media usage (although they can help guide you in the right direction.) What helps is knowing the habits of your specific potential customer.
One (recommended) way to do this is to develop customer “personas” for your specific customers. Consider and develop answers to questions like these about your potential customers:
- What is their demographic information?
- What does a day in their life look like?
- What are their pain points?
- What do you help them solve?
- What do they value most?
- What are their goals?
- Where do they go for information?
- What experience are they looking for when seeking out your products or services?
- What are their most common objections to your product or service?
Do young people use Facebook any more?
The latest data suggests “yes” but what really matters is what your specific potential customers do. Do you know? Have you developed your personas?
To learn more about how social media can be used in your marketing download our ebook below.