Match your customers demographic to the social media network they are using to increase the effectiveness of your social media strategy.
This sounds common sense but it can be easy to start using a platform because you are familiar with it without thinking through whether it is where your customers hang out. For instance, if your target market is tech developers, you should be on Hacker News or Quora because that is where they hang out. If your target market is florists, you probably won’t find them on Twitter.
Because of the wealth of information generated by social media, it is now easier than even to find out where your customers are and reach them. This cool infograhic from Kissmetrics gives you some information to start with.