This article originally appeared on PR Daily in November of 2017.
For marketers today, the opportunities to use social media to raise brand awareness are immense.
Pew Research findings show about 70 percent of all U.S. adults use at least one social media network, and free and paid advertising has matured across all the major social media networks. Each platform offers a variety of advertising tools and options to help brands identify their target audience and optimize ads for individual segments.
Here are four imperatives for choosing your media channel:
1. Know your demographic.
Social networks vary widely in their membership makeup, culture and aesthetic. While Twitter and Facebook are oriented toward text and images, Instagram, Pinterest and Snapchat are primarily visual channels.