Social media has quickly become a valuable asset for marketers, but despite its success, you shouldn’t ditch traditional methods just yet.
According to digital marketer Jamie Grove, 34.5 percent of consumers don’t have accounts on Facebook or Twitter, currently two of the most popular social networks.
Grove created a survey to find out how consumers are using Facebook and Twitter. He asked “When a website asks you to sign up with Facebook or Twitter, do you do it?” and received 1,309 responses across the U.S.
Although a majority of people who said they weren’t on either social network were older, 32 percent of those between 35 and 44 admitted to not having an account. So did 27 percent of those between 25 and 34 and almost 35 percent of those under 24 — another reason why it’s important to know who your target audience is and where to reach them.
Of the respondents who are members of either social network, nearly one-third answered no because “I’m scared of scams.” Another 11 percent answered no because “I don’t understand how it works.”
While it could be difficult to sway these groups, it’s important to educate your customers about your privacy policies and social media campaigns. In the meantime, you shouldn’t rule out or ignore this demographic. Depending on your budget and bandwidth, it might be worth integrating your social media outreach with more traditional marketing efforts.
Jennifer Beese: Jennifer Beese has worked as a community manager and social media strategist. When she’s not writing, you can find her studying anatomy and physiology—she literally has a skeleton in her closet—or under the stars with her telescope.