Research Before Jumping In

One of the favorite activities right now in social media (right there behind making fun of so-called social media experts) is spouting out large statistics and demographics revolving around the use of social media and the growth of social networks. You’ve probably seen these stats in the popular presentations, videos, or research findings that circulate the web faster than Steve Jobs rumors. From time to time I even fuel the fire myself.

Let me be clear, there is nothing wrong with sharing these stats (assuming they are factually accurate). And many times the right statistic or fact about social activities can be a pivotal, eye-opening moment for some people.

The problem occurs when we take all of this information at face value and don’t dig any deeper. As I’ve argued before, demographics are only a small part of the equation. To take these broad forms of information and immediately act is not only irresponsible, but will more than likely be a waste of time.

Here’s a good example: Studies have shown that Facebook is growing fastest among the 35-54 age groups and a larger percentage of that group are women. Lets say you are the brand manager for a line of spa products that is targeted towards women over the age of 40. After seeing this statistic, your impulse might be to dive into adding a full-blown Facebook strategy to your marketing plan, but this would be a mistake. (Hint: If you ever use or hear someone else use the phrase “Facebook strategy” that’s a red flag)

Your first step should be to find where your ideal consumers hang out. Where are they active. All the above stat does is give you a hint. A pocket of women dieing to talk spa may exist on Facebook, but do your research before jumping in.

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What do you think?

Are companies looking before they jump?