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Posted on 06.22.2016

Social Networks: the who, what and when you need to know

Social networking is a powerful way to reach an audience. Thanks to the variety of platforms, it’s not difficult to find the right one for you. Whether you’re a consumer looking to absorb information, an organization trying to communicate with your target audience or a business speaking to other businesses, there is a site that fits your purpose. Here is your cheat sheet on the most popular social networking sites, including: who is using them, what they’re posting and the best times to reach an audience.


  • There are more than 1.65 billion monthly active Facebook users worldwide
  • Average user is between the ages of 25-34
  • Highest traffic occurs mid-week between 1 and 3 p.m.
  • Engagement is 18% higher on Thursdays and Fridays
  • The average time spent per Facebook visit is 20 minutes

Facebook is an amazing tool for small businesses because of the reach it provides. While there are 40 million active small business pages, only 2 million of them are paying for advertising. Sure, Facebook offers sponsored ads to increase the reach of an organization’s page. But what also makes an impact is the ability to review a business on Facebook. Word of mouth works just as well online as it does in person and Facebook harnesses the public’s need for human feedback. Additionally, consumers can use their Facebook login information to sign into the apps and websites of publishers and brands. This tactic not only keeps Facebook relevant to consumers even when they’re not using the platform, but gives Facebook information about the user’s interests. This demographic information allows Facebook to tailor its advertising to each user’s timeline.


  • 302 million active users worldwide
  • 500 million tweets per day
  • 18-29 year olds make up the largest group of users
  • Most active times are noon, 5 p.m. and 6 p.m. for click through rates and retweets
  • 55% of tweets contain a photo; 31% contain a link

If you’re an organization trying to reach your audience or vice versa, Twitter is the platform for you. Research shows this site has the highest interaction between brands and consumers. In fact, Twitter users spend more time replying to other tweets (68%) than crafting their own (26%). Wednesday is the best time for businesses to reach their target public, although weekdays in general will always be more successful than weekends.


  • 400 Million users worldwide
  • More than 60% of users log in each day, which makes it the second most engaged network following Facebook
  • More than 80 million photos are uploaded each day
  • 90 percent of Instagram users are younger than 35

Fun fact: sushi, steak and pizza are the most popular Instagrammed foods. Instagram is a great place to make posts related to experiences and moments, which may lead many to believe there isn’t much room for businesses and advertising. However, Instagram’s location feature makes it a wonderful platform for organizations, relying once again on word of mouth and the need for reviews. When a user posts a picture, they can tag their location, be it a restaurant, concert venue, clothing store or vacation spot. Their followers then see where the picture was taken, and those curious about the location can click on it to find more information. Having a presence on Instagram is smart for organizations to market their products and services, especially to a younger, more visual crowd.


  • 400 million members worldwide
  • The average CEO has 930 LinkedIn connections
  • More than 3 million organizations have created LinkedIn accounts
  • Only 17% of U.S. small businesses utilize LinkedIn

LinkedIn is primarily used for professional networking among the business community. It allows members to establish networks of people they know (like Facebook), but these individuals are typically colleagues or coworkers. The platform offers many tools for reaching out to other professionals, joining groups related to their field or industry and publishing professional details such as: current employment, work history and causes in which you’re interested.  This is a great tool for businesses and professionals alike – whether you’re hiring a new employee and want to review their experience and recommendations or trying to find a colleague in your field to work with on a new venture, LinkedIn can assist you. 


Bailey Wimmer is an Assistant Account Executive at Lovell Communications. Connect with Bailey at bailey@lovell.com.

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