How to Choose Which Social Media Channel to Use

Hotel Online Booking Engines"I'm overwhelmed. Which social media channels should I be using for my business?" Sound familiar? This is one of the most common questions I am asked about social media. 

The mix of what channels you should be using and how you should be using them really depends on your business. There are no "once size fits all" solutions. But thankfully there is data that can help you make your decisions easier.

Before making any decisions on what social media channels you should be using check out some details about the major options.

Some Tasty Social Media Stats & Facts


FacebookIt's hard not to recommend Facebook Page use for most businesses. After all the latest research reports show that Facebook is…

  • used by 72% of women and 62% of men
  • accounts for approximately 40% of all page views

But even with Facebook there is a specific demographic. According to Pew Research the average Facebook user is a 25 year-old woman, living in a big city, with a college degree and a household income exceeding $75K a year.


TwitterTwitter is a social media channel often used outside the home (think mobile devices). Reports indicate that Twitter users…

  • is used by 15% of women and 17% of men
  • is especially appealing to adults 18 to 29 and African Americans
  • are more likely city dwellers than suburban or rural residents


PinterestPinterest users have a very specific demographic. Reports indicate the following stats about Pinterest users…

  • five times more likely to be women than men
  • are adults under 50 years of age
  • tend to have a higher level of education as a whole than other social media users

And I could go on with more stats.

The Bottom Line for Selecting Social Media Channels?

As you have read above each social media channel especially appeals to a different demographic. So what do you need to consider? 

1. Your Target Market

Media buyers match up their paid marketing channels when buying advertising. You might want to take a page from media buyers by prioritizing which channels you use and focus on based upon these demographic stats.

2. Your Competition

What is your competition using? If your competitor is really rocking it on Instagram you can decide to go toe-to-toe with them competing in the same social media space or you might consider use another channel that gets to your target market that you can dominate a lot easier.

3. How the Social Media Channel Fits Your Brand

Here's a great social media quote…

"I like to say that Twitter is like a bar, Facebook is your living room and LinkedIn is the local chamber of commerce." Brenda S. Stoltz

There are different attitudes, approaches and nuances associated with each social media channel. So if you own a law firm Twitter or Instagram might not be your first social media choice. If you are a bar or a hip hotel in an urban setting then Twitter and Instagram might be your social media channel fit made in heaven.

Now Your Turn!

How to Choose Which Social Media Channel to Use

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So does this help you with your first steps to choosing which social media channel you should be using? Let me know below or feel free to forward your questions.

PS: I will be writing more about setting up a social media strategy over the next few weeks so stay tuned for more posts soon.

Roy McClean
Sep 22, 2013
By Roy McClean

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