5 Ways to Leverage Demographic Data for Your Social Media Strategy

By: Sofie De Beule

October 29, 2014

While there’s plenty of research available about general user demographics on specific social media audiences, what about the demographics of your own social media presence? Do you have a clue who is talking about your brand and where they are located around the world?

While a lot of brands have access to general research about demographics on social media, it’s often quite challenging to get insights that are specifically relevant to their brand.

Successfully establishing a social media presence and providing social customer service starts with knowing who is talking about your brand and what their characteristics are. Meet the needs of your customers, and tailor your social media engagement strategy accordingly.

Before you engage with your audience in relevant conversations, it’s an absolute must to understand the characteristics of your customers to make sense of each interaction.

You might want to answer questions like:

  • Which gender makes up the majority of my target audience?

  • Which age groups are most relevant to my brand?

  • In which countries/regions did this campaign work best?

Engagor has got you covered! Our demographic analytics are incredibly easy to digest, offer you the right insights at a glance, and give you a clear view of the most important data about your target audience to make sure you make the right decisions.

With demographics, brands can seize the opportunity to make sense of one-on-one interactions and adopt a local, personal approach.

The clear overview of our different target audiences on all social media channels is very valuable in all stages of a campaign. We consult Engagor numerous times: in the strategic phase, during the implementation, and at the end of the campaign to measure our performance in connecting with the audiences we care for.

Online Community Coordinator Eastpak, Carlo Tinelli

Let’s dive into Engagor’s People section in the Analytics overview and discover the 5 most important categories for demographic data to leverage towards your social media strategy.

Age

What is the most relevant age group you should be focusing on and perhaps aren’t reaching at the moment?

On social media, it’s important to tailor your message to your audience. Just like in real life, having conversations with teenagers and people in their forties isn’t going to be quite the same. Only by getting a clear sense of the age of your customers will you be able to optimize engagement. The age demographics can be especially useful for campaign management to pinpoint if you are reaching the right audience.

Engagor shows you the subdivisions in 7 relevant age groups. You can not only see the age demographic in general, but also filter on each social network individually to get a more detailed overview. Want to send an overview of this to your superior? All of this data is easily exportable!

Gender

Let’s say that in Belgium, 65% of people engaging with your brand are male. In the future, you would like to target your efforts to a more female audience (your goal is to aim for 40% female). Engagor can help you with that by tracking the change in demographics whilst adjusting your messaging to a more female audience.

What makes Engagor’s analytics unique is that we offer age/gender split for all social profiles and not just on Facebook.

Location

Where possible, Engagor detects the originating location of the mention which allows companies to literally “map” social media conversations. Obviously, this isn’t always possible for blog posts, news items, or certain social mentions because people don’t always release this information.

We not only map conversations for specific countries, but also focus in depth on regions and specific locations. Drill down into the demographic analytics and zoom in on the map just like you normally would on Google maps. Brands can use this to information to allocate resources and, for example, set aside more budget for a certain region.

Language

When it comes to finding solutions to the questions of your customers, they truly value being addressed in their own language no matter where they are in the world.

Luckily, Engagor tracks more than 160 languages. In order to speak the language of your customers, identify them by taking a look at the top 10. Ensure your social media team has all these language capabilities available to really meet the needs of your customers.

People

The People section in our Demographics instantly shows you the most important influencers regarding your brand, industry, or specific topics.

Influencers are a huge value to further grow your brand. These are the people that interact with your brand on a regular basis, spread the word, and/or have a large follower base. Once you know who these people are, reach out to them to help you advocate your brand. Keep them involved in upcoming campaigns, and show your gratitude for their help and efforts.

This is Often the Hardest Part About Demographics

Take social data with a grain of salt: make sure you understand the context to draw proper conclusions.

Bear in mind that data about social demographics is always limited by what social media users choose to share about themselves. The data is a mostly accurate representation of the demographics because some profiles include unverified information (such as country), including fake accounts. Social demographics data never is and never will be 100% correct. However, it’s a great tool for knowing how to profile, segment, and target certain social media audiences.