Editor's note: Pete Denman is clients services assistant manager at marketing research company Observation Baltimore. This is an edited version of an article that originally appeared under on the Observation Baltimore blog as "Social Media: What’s New?".

Social media platforms are constantly evolving, and so are the consumers who use them. Where one platform may have been particularly relevant one year, another can take its place among different demographics in a blink of an eye. The following article lays out how several social media platforms have changed and how they can be best utilized to meet your business goals.

LinkedIn has the unique benefit of hosting a very specific user demographic: More than one out of every three U.S. adults ages 30-49 use LinkedIn (37%), with over half of users possessing college degrees. Their 722 million users can utilize the platform to stay current with their respective industries, apply for jobs, follow specific businesses and connect with professionals.

To best use the LinkedIn platform:

As of July 2021, Facebook’s demographics are 56% male and 44% female. Males and females ages 25-34 are the largest segments, and those 18-24 years of age are the second largest segments.

Facebook’s algorithm has changed drastically over the years. To increase the views on your posts, follow these suggestions.

Compared to other social media platforms, Twitter has made fewer radical changes over the years. Twitter is primarily used by males, who comprise 68.1% of users. Similar to Facebook, Twitter’s largest user age group is 25-34 (38.5%). The second largest age group are those aged 35-49 (20.7%). Twitter is a great social media platform for both B2B and B2C companies alike. 

To get the most out of your Twitter presence be sure to:

Instagram is the second largest social media website behind Facebook, boasting 1 billion monthly active users, with 500 ...