The document summarizes different social media channels and provides statistics on their user demographics and engagement levels. It discusses which channels are best for different types of organizations based on their target audiences. These include Facebook, Twitter, LinkedIn, Pinterest, Tumblr, Instagram, Google+, and how an organization's website can leverage social search. The presentation aims to help organizations choose the right social channels to engage their audiences and achieve their communication goals.

1. Workshop I: Facebook, Twitter,
LinkedIn, etc. - Which
Channels Are Best for Your
Organization?
Lis Harper – OmniStudio
March 13, 2014
Thrive. Grow. Achieve.

2. LIS HARPER
OmniStudio
• Social media marketing
& content strategy
• Experience with nonprofits in
Washington, DC
• OmniStudio has served mission-driven
organizations for 30+ years
• Our goal is to provide strategic services that
advance your communication goals

3. Who is our audience?
Where are they?
What’s the best way to reach them?
What do we want them to do?

4. MARKETIN
G

6. Supporter
does
not know
you
Supporter learns who you are
Supporter engages with you online
Supporter shares and endorses your content with their network
Supporter signs up for your emails or donates (success!)

7. Engaging/Growing your Audience

8. SOURCES: BASED ON DATA FROM FACEBOOK, TENCENT AND YKONTAKTE (LATEST AVAILABLE DATA, AS OF FEB 2013), AND THE US CENSUS
BUREAU (FEB 2013)
Social Media Penetration by Region
EASTERN
EUROPE
CENTRAL ASIA
ASIA
WESTERN
EUROPE
OCEAN
A
MIDDLE EAST
AFRICA
SOUTH AMERICA
CENTRAL
AMERICA
NORTH
AMERICA
54%
28%
36%
5%
19%
41%
48%
8%
23%
35%
FEB
2013

9. 71% of U.S.
Adult internet users
use Facebook
More Women than Men are on Facebook
Largest U.S. adult
age group on
Facebook = 18–29

10. Posts

11. African
Americans and
urban residents are the
Largest U.S. cohorts on
Twitter
16% of adult U.S.
internet users
have a
Twitter account
African Americans and urban residents are
the Largest U.S. cohorts on Twitter
Largest U.S. adult age
group on Twitter = 18–29
DC is the #1 U.S. city on
social media, and the
preferred channel is
Twitter
18% of adult
U.S. internet
users have
a Twitter
account

12. Tweets

13. At least 22% of
online U.S. adults
use LinkedIn
Largest U.S. age
range from 30-49
LinkedIn is the
only social site
measured by
Pew where
usage among
50-64 year olds
outpaced
usage among
18-29 year olds
Men use this site slightly more than women

14. Groups & News

15. 80% of Pinterest users are female
21% of U.S.
internet users are
on Pinterest
Largest adult U.S.
age group on Pinterest
Is18-29
Top 10 Regions
for Pinterest:
United States
Canada
Macedonia
Albania
South Africa
Nepal
Bangladesh
New Zealand
Australia
Serbia

16. Board

17. At least 6% of
adult U.S. internet
users have a Tumblr
account
60% of the
audience is outside
the U.S.
46% of Tumblr users
are age 16-24
More Women than Men are on Tumblr

18. Posts

19. 68% of Instagram users are women
17% of online U.S.
adults use
Instagram
Largest adult U.S.
age group on
Instagram is 18-29

20. Photos

22. 70% of Google+ users are male
Top 10
Occupations
of Google+ users:Student
Software Engineer
Consultant
Manager
Photographer
Teacher
Marketing
Designer
Professional
Graphic Designer
20.01%
2.65%
1.99%
1.72%
1.59%
1.39%
1.34%
1.30%
1.20%
1.19%
Canada
2.46%
USA
31.49%
Mexico
1.77%
Brazil
5.43%
UK
3.88%
Spain
1.70% Italy
1.76%
India
13.69%
Indonesia
1.82%

23. Posts

24. Search Engine Optimization

26. Social Search and your organization’s Website

27. Social Search and your organization’s Website

28. Social Search and your organization’s Website

29. Social Search and your organization’s Website

30. Social Search and your organization’s Website

31. Questions?

32. Page 15
Thank you!
Elisabeth Harper - Senior Interactive Strategist
Direct: 202-331-5602
E-mail: eharper@omnistudio.com