Sunday, April 07, 2013

Audience Profiles for Facebook, LinkedIn and Twitter

I was reading a great piece of analysis by Ignite Social Media which compared statistics across social networks based on figures compiled from Google.

I have been interested for some time in how the audiences of Facebook, LinkedIn and Twitter compare and their relative importance for B2B marketing. The data produced by Ignite provides some really useful comparisons and highlights some key differences which marketing professionals can use to select the right network for their campaigns.

Regional Variations

One of the biggest surprises to me was the degree of regional difference. For example, the UK, US and India do not appear on the list of the top regions for Facebook while they are numbers 2, 3 and 4 for LinkedIn.








Age Profile

Twitter has the youngest age group. This is particularly so amongst the under 24 age group. 

Facebook

LinkedIn 

Twitter



Education

This may be partly related to age but there are higher levels of education amongst LinkedIn users.

Facebook

LinkedIn

Twitter

Income

LinkedIn users have higher income which again may partly be a consequence of the age bias but also indicative of the type of audience LinkedIn attracts.

Facebook

LinkedIn

Twitter

Gender

Whilst LinkedIn has a balanced gender audience profile, Facebook and to a greater extent Twitter have far more women users.

 Facebook

LinkedIn

Twitter




Search traffic trends

All three networks are clearly huge and there has been increasing search activity across all of them. However, there is some evidence below that while Facebook traffic volumes are flattening they are rising strongly for LinkedIn and consistently for Twitter.







Clearly the right social network depends upon the audience you are trying to reach. The analysis above would suggest to me that LinkedIn is likely to have the most relevant B2B audience if you are operating primarily in say the US or UK.