Is your target audience using social media?

Most marketers I speak to are really excited by the prospect of using social media to create brand awareness or publicize a new product. The inherent viral nature that social media offers companies makes it impossible not to be excited, however, it's also important to know WHO you're hoping to reach with social media before you start tossing budget dollars at Facebook.

There is a great article in AdAge today that asks "Is your consumer using social media?". While this may seem like a natural question for marketers who are thinking about executing a social media campaign, you'd be surprised by how many neglect to ask themselves (or their marketing/PR firm) that simple question from the get-go. After all, if you're marketing the latest version of the Jitterbug phone (a cell phone designed specifically for seniors; my Nana loves hers), perhaps a Twitter campaign isn't the best use of your budget, right?

So if you have a few minutes, I'd encourage you to read AdAge's article. The author includes profiles of specific demographics (i.e. divorcees, stay-at-home moms, first-time home buyers, etc.) and how much they actually use social media. While your target audience may not be included in their list, don't be dismayed. Just take this as a friendly reminder to do a little of your own social media due diligence before you take that leap into social media marketing.