Social media is increasingly present in our lives. Their tools and platforms have changed many of the marketing rules and also the way companies interact with their customers. It has never been easier than now, to find and find customers anywhere, not only in our market but throughout the world, so there is no excuse that prevents us from targeting the right audience.

Let’s look at a whole series of data and statistics to see if we are really targeting the right audience …

1- Women are the majority on Facebook, with 58%, and on Twitter, with 52%, but if we think of Google+, it is the men who move there, with 71% of users. Pinterest is again female territory, with an impressive 79% of the total users.

2- The proportion between men and women in LinkedIn is favorable to the latter, however, men are more active than women in this network, with 63% of their activity.

3- When we ask what consumers want or expect from companies when using social networks, companies quickly suggest that customer service (58%), along with information that facilitates the purchase decision (59%). However, when customers answer, their response goes more to the line of offers and promotions (83%) and loyalty programs (70%).

4- 80% of users prefer Facebook when it comes to connecting with their favorite brands and companies.

5- 77% of the companies of consumption and 43% of the companies of B2B, recognize to have obtained new clients thanks to Facebook.

6- Social media users comment and share more with other users their experiences of customer service, both good and bad, than non-users. The users will share their good experiences with an average of 42 people, and the bad ones with 52. 83% have acted this way last year, compared to 49% of non-users.

8- 32% of users of social networks are between 12 and 24 years old, and 20% between 25 and 34 years old. Both groups represent more than half of the total users of the networks.

9- But we can not forget the older users. The group that includes the users between 45 and 54 years, is the fastest growing. 55% already had an account of some kind on social networks in 2012.

10 Only 38% of large companies and 35% of smaller companies are clear about their goals in social media activity.

But at the time of our marketing activity in social networks we can not forget the psychographic elements, that is, the study of personality, values, attitudes, interests and lifestyle. Its study will tell us, for example, how through Pinterest we come to the woman and this influences her male partner. And never forget the time factor, which plays an important role and must be integrated into any proposal and plan we develop.