Social branding is the way you present yourself online. All of us have a digital footprint and a digital shadow—being cognizant of what these are helps you curate what kind of persona your potential employer sees when they Google you, look you up on LinkedIn, or find you on Twitter. Social branding is when you make a decision about what you want these results to be and what parts of your experience you want to highlight.
Throw in LinkedIn, Twitter, Pinterest, Instagram and region specific social networks like Vkontakte and Sina Weibo and WeChat, and you’d be hard pressed to find anyone who’s online but isn’t on social media.
What has led to the rise of these social networks? What kind of people do they attract?
What is their psychology? What kind of content do they like to consume? And most importantly for bloggers and marketers – what works, what doesn’t on social media?
Facebook has become the ‘home base’ for most people online. While they may or may not use other networks, a majority maintain a presence on Facebook.
Popular: Used by 72% of all adult internet users in America.
More women users: 77% of online female users are on Facebook.
Younger audience: 82% of all online users between 18-29 are on Facebook
USA (14%), India (9%) and Brazil (7%) form the three largest markets.
Twitter’s quick flowing ‘info stream’ attracts an audience that swings younger and is mostly urban/semi-urban.
Younger: Used by 37% of all online users between 18 and 29.
Educated: 54% of users have either graduated college, or have some college experience.
Richer: 54% of online adults who make over $50,000+ are on Twitter.
Younger users: 27% of all 16-24 year olds online are active members of Google+. In contrast, only 18% and 14% of 45-54 and 55-64 year olds are active on Google+ at the moment.
Large non-US user base: Only 55% of Google+ users are American. 18% are Indian and 6% are Brazilian. One reason for this international user base is Android’s popularity outside the US (since Google+ is baked right into Android).
Even income distribution: According to GlobalWebIndex.net, 22% of people in bottom 25% of income earners are on Google+. For the top 25% of income earners, this number is 24%, while for the mid 50% earners, this number is 23%. This means that nearly all levels of income earners are nearly equally represented on Google+.
Here’s what you should know about Pinterest demographics:
Overwhelmingly female: 42% of all online female users are on Pinterest, vs. only 13% of men.
Older audience: 72% of Pinterest’s audience are 30 years or older. Only 34% are between 18 and 29. Significantly, 17% are over 65 years old.
Distinctly suburban: Suburban and rural users form the largest share – 29% and 30% respectively. This is distinctly different from other networks where urban users rule.
Higher income: Given the higher average age, Pinterest users also have higher disposable income, with 64% of all adults making $50,000+ on Pinterest.
The professional networking site LinkedIn attracts an older audience that is largely urban, wealthier, and more educated.
Older: Only 23% of users are between 18-29 years old. 21% are over 65 years, and 31% are between 30 and 49 years of age.
Urban: Very limited number of rural users – only 14%. 61% are either urban or suburban.
Wealthier: 75% of users earn over $50,000.
Highly educated: 50% of LinkedIn users are college graduates. Another 22% have some college experience.
Snapchat is the newest social networks on this list, but also one of the fastest growing. Here’s what you need to know about its demographics:
Dominated by women: 70% of Snapchat’s users are females.
Overwhelmingly young: 71% of users are younger than 25.
Limited income: 62% earn under $50,000 – fitting given the average age of Snapchat’s users.
ere’s what you should take away from all these stats:
If you’re targeting younger users, stick to Instagram, Twitter and Snapchat.
If you’re targeting women with disposable income, head over to Pinterest.
For professionals with better education and income, use LinkedIn.
For everyone, go with Facebook.
The psychology of social media users
Facebook is a ‘closed’ network where your friends list will usually be limited to family, friends and acquaintances you’ve met in real life. Privacy is a big concern for Facebook’s users, and all posts are private by default.
This ultimately affects the way users interact with each other and with businesses on Facebook.
Facebook users are more trusting (since the network is closed).
Facebook users have more close relationships. Pew found that heavy users of the platform are more likely to have a higher number of close relationships.
Facebook users are politically engaged and active.
To understand why people share or follow on Twitter, researchers at Georgia Tech and UMichigan analysed over 500M tweets over 15-months. They found that the three biggest reasons why people share/follow on Twitter are:
Network overlap: Your network is similar to your followers’ network.
User tweet-RT ratio: The number of tweets vs. the number of RTs for a user.
Informational content: The more informative the content, the better.
Google+ Hangouts are a great way to hold group meetings, interact with customers, interview people and share your expertise.
For public Google+ Hangouts, you’ll want tochooseGoogle+ Hangouts on Air. Google+ Hangouts on Air allow you tohave up to 10 hosts in a live hangout that is publicly accessibleon Google+, your YouTube channel and your website. You canrecord hangouts directly to your YouTube channel for future use.
For private Google+ Hangouts,chooseGoogle+ Video Hangouts, which allow you tohave up to 10 participants in a video chat that is accessible only to the people invited.
(right now, SCSU pays license for Adobe Connect to do the same)
Use the UberConference app icon tocreate a conference call number that people can use to call in to the hangout if they’re unable to access the live video stream.
Here how to embed a Google form on your site without using the ugly “Google embed” code. This works great for both polls or signup boxes right in a blog post. Yay, let’s beautify the Internet! Here’s how:
1. Create your Google Form From your Google Drive account, click Create >> Form. Add all the fields and items that you need in your form.
2. Click “View live form” Clicking that button will take you to a page that previews what your form looks like. The url will look something like this: https://docs.google.com/forms/d/234234k3lj4k3j4kl23j43kl/viewform
3. Right-click anywhere and select “View Page Source”
4. In the code, find the “form action” URL, which end on “formResponse.”
it will look (start and end) like this:
URL google formResponse
5. Copy that URL and paste in the code of your Web page
Google+ uses hashtags to explore a topic rather than curate it. When you search for a hashtag within Google+, the network auto-selects related hashtags and trending topics and returns those along with the hashtag you typed in.