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Social Media – A User’s Guide

Social Media – A User’s Guide


Knock, knock.
Who’s there?
Social Media.
Which one!!??

Knowing where to start your social media marketing campaign can often be daunting.

Exactly where do all the cool kids hang out these days? Well, that depends if it’s even cool to say “cool” for your target audience. There are so many existing and emerging platforms that the answer to this question is not only difficult to know, but is uncertain as the popularity of sites can change relatively quickly.

One thing for certain is that we can utilise vast amounts of data to help give us some direction. Slicing this data up can then provide guidance on where we should invest our time and energy (and possibly advertising funds). Some great news here is that you don’t have to choose just one platform,  that it’s more likely you will share information across two or three (or more) platforms.

The purpose of this article is to provide current user data on Australian social media platforms, as well as hone in on the demographics typically associated with each. This will help you match up your Club or Association’s marketing plans.

Demographic: a group of people, for example, customers, who are similar in age, social class, education, etc. — Cambridge Dictionary

The first slice that can be made is dividing social media platforms into four categories:

  • Social networking (e.g. Facebook, LinkedIn, WhatsApp) 
  • Micro-blogging (e.g. Twitter, Tumblr) 
  • Photo sharing (e.g. Instagram, Pinterest, Snapchat) 
  • Video sharing (e.g. YouTube, Facebook Live, Vimeo)

The complied in the news story sourced for this article, dated January 2021, looks at 26 social media platforms and collates usage information such as total number of users, monthly active Australian users, and unique Australian visitors per month. This information is collected from the relevant social media platform “reported figures” and pulled together by Social Media Statistics Australia (see footnote). Several other sources were used and then collated to provide the high level overview in this article.

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