Social Media: Choosing the Right One

Businesses, non-profit organizations and government agencies all have key differences in their social web strategies, however the basic format of it remains the same. The most important aspect of developing the strategy is to figure out what your objectives are and who your target audiences are. It is important to remember that not all social media channels are for everyone, especially when it comes to the different goals businesses, non-profit organizations and government agencies have.

Referencing to the infographic above (made with the usage of piktochart), statistics have shown that the usage of social media is predominantly female. This can work towards businesses or non-profit organizations that segment their market demographics based on females. However, for government agencies, as men are more interested in politics, their target audience will be different. The different platforms also contain audiences varying from different age ranges. As businesses and non-profit organizations may target both a younger and older crowd, they then have a wider selection of platforms to use because of the mass audience range on social media. Government agencies, on the other hand, target an older crowd and therefore should pick platforms that hold an older generation of audiences.

Lastly, not all social media platforms are the same, one must choose carefully which platform to take advantage of. Government agencies has the least choices amongst businesses and non-profit because their purpose is more directed to connecting with an older crowds to deal with more sensitive issues. Therefore, YouTube and Google+ would garner less advantages for Government agencies as they do not assist the objectives as well as Facebook, Twitter and LinkedIn would. Non-profit organizations, as their objectives are more for sharing and raising awareness, would benefit from a wider range of platforms. Facebook and Twitter would still be the most beneficial as these two platforms promote on sharing a lot more than the others. Businesses also have a wider range of platforms to choose from as most businesses use social media to connect with consumers. Facebook and Twitter will also be most beneficial for the fact that these two are the biggest platforms worldwide and will thus connect businesses with more consumers.

Hopefully with this information, you can now pick and choose which social media channel will best assist with your organization’s strategy.


Claudia Cheung

  • Thank you, Claudia, for such a detailed and insightful representation of Social Media audiences.
    With regards to politics and the interests of men, I deliberated about this as I think women, as the home makers (generally), have a massive influence on which political party to support depending on the needs of the household. I therefore think that in families, women make the decision or perhaps sway the decision.
    What do you think?

    • I agree with Raheela, although I do think politics used to be an interest only for men, I think more and more women are becoming aware and interested and since women are more active on social media it is a great way to get messages out there. I think your post is amazing, by the way. Clear and easy to read infograph and great summary. Excellent job Claudia!

      • Claudia Cheung

        I definitely did not mean to generalize that men are more into politics as women aren’t, but according to statistics, there just seems to be a more significant percentage of men interacting on social platforms with regards to political issues. I am sure that there are women out there who are equally as interested in political issues, and men out there that are equally as disinterested. It is definitely, at the end of the day, a subjective opinion. I don’t think I can comment on whether women are the main decision makers or not as I’m sure each households are different. Nonetheless, thank you for your comment Raheela and Kailei :)

  • Claudia, your info-graphic is so detailed, but easy to read and understand. Its clear and gets to the point quickly, which draws fast attention! I like how you said ‘men are more interested in politics’. I know that I may offend a woman who is involved in politics, and even though, as Raheela said above, that women do have a massive influence on which political party to support, generally speaking I support your comment. Aside from targeting both genders, I personally think government agencies would have to also concentrate on the men and the social medias that men typically use. This is totally not to throw woman under the bus when it comes to politics, and I completely support women who are involved but thats just my belief when it comes to government agencies that use social media.

    • Claudia Cheung

      I definitely agree with you that men are just simply more involved than women in politics when using social media. That definitely does not mean women aren’t into it as well, it just means there are more men who are actively using social media with regards to those issues than women are. Thanks for your comment Kayla :)

  • Mark Rossi

    I also agree that the older crowd is more interested in politics. So older men would be their main focus. That is why it is also important for them to not be completely focused on marketing on social media yet. Like you said females are mainly on social media and the older crowd hasn’t fully started using social media yet. It is important to have a strong presence on social media but should not be their main focus, just yet.

    • Claudia Cheung

      I agree with that, the timing of when they should be on social media is so important too. They definitely should invest more time on where their target audiences are and then decide to get social media. Thanks for your comment Mark :)

  • Kathleen

    When I saw your post, it really helped me to analysis on audience target and social web strategies. Your infographic is clear and easy to follow. I agree with your point about government has the limit choice when choosing different social platform because of their directed purpose. Governments used the social platform more in sharing news to the public, gaining more valuable feedback from their audience and using it for election or deal with sensitive issues. So, it is important for governments to open a new phase when they connected with people via social media.

    • Claudia Cheung

      Yeah I think it’s harder for government agencies to take advantage of social media platforms because these platforms started out as a way for people to “hang out” over the internet and it seems less formal. However, I do think that some have taken great advantages of these platforms to humanize themselves and I think that should be their first step in obtaining a presence in social media channels. Thanks for your comment Kathleen :)

  • Claudia, first and foremost, I think that your infographic is beautiful and clear. Great job! On the other hand, I loved your point of view on this post. I completely agree that depending on the objectives of the organization and with a deep understanding of each social media platform they will be able to garnish the most out of the network they choose to use. In my opinion, I think Twitter can be a powerful platform for Government agencies and politicians because it can be use as a stream of news and it can spark interest and conversations easily in a different but certainly important demographic, especially if we think in terms of future voters, what do you think?

    • I definitely do think Twitter can be a powerful platform for government agencies especially because of the use of hashtags. Hashtags and keywords has made it so much easier for organizations to monitor what’s being talked about and accurately use that information to engage with more people in a conversation. It definitely can help them monitor citizen’s thoughts on political issues for government agencies. Thanks for your comment Ana :)