Should we consider different social networks when targeting based on age?
We know that social networks attract different audiences for different reasons - music, connections, and association. But can we see differences that help drive marketing strategies for specific age groups? The answer is 'yes.'
Rapleaf published an overall view of the gender and age of members of a variety of social networks and MiningLabs published some highlights of the differences in audience composition.
Consider an education marketer: If the objective is to attract high-school students then a social network dominated by the 15-18 year old crowd would be a logical choice. Similarly, if the objective is to increase enrollments among adults then a network with twenty-somethings (or older) might be a better choice.
Using the the information provided by Rapleaf - here is the age profile of two 'class reunion' social networks; Classmates and MyYearbook. One skews decidedly to the younger crowd while the other spans a wider, and older, audience.
This simple example illustrates that understanding your Social Network Footprint might help with developing a variety of acquisition and retention strategies.