Choosing between social media platforms and understanding the markets they reach

Abstract

The change in the way customers consume traditional media has been well documented and it is essential for brands to use new channels and innovative methods if they want audiences to be receptive to their message. Social media channels play a huge part in this digital and mobile revolution and companies are quite rightly embracing them. Knowing what social channels the brand’s audiences are using is vital to ensuring the long-term success of any social media strategy. This paper examines some of the best-known social media channels and the demographics they reach, and provides marketing and communications professionals with food for thought when selecting social channels.