Most people don’t purposely think about expanding their social footprint. Marketing departments on the other hand think about this more often than not. Of course, there is a risk when you expand.

When your brand message on social media becomes too fragmented and you find that you are not reaching the right persona for the right reason, it’s time to stop and re-assess.

Believe it or not, this can easily happen on social media. Brands can get caught up in the excitement of pushing out information like it’s a news blast. Social media can be used that way, however, if you want to increase engagement with your fans and friends as well as expand strategically, that’s not the best approach.

Expand Digitally Through Social

One of the best ways to accomplish digital expansion is to use social media. If you are currently using one social media channel, say Facebook, try expanding your brand to Twitter, LinkedIn, Instagram, Pinterest or others. You will find out there is a different age range and type of person on each of them.

{Helpful hint:} Make sure you align the users on your social media to your brand personas.

Here are some statistics from the Pew Research Internet Project that will help you understand each social media channel a little better.

Did You Know?

  • 71% of Internet users use Facebook
  • 31% of users on Twitter are 18-29
  • 34% of Instagram users are African Americans
  • 33% of online women are Pinterest users
  • 38% of LinkedIn users earn more than $75k
  • 63% of Facebook users report going on the site at least daily
  • 40% of Facebook users log on multiple times per day
  • 14% of Facebook users say that they visit the site less than once a week
  • 57% of Instagram users use the app on a daily basis
  • 35% of Instagram users use the app several times per day
  • 46% of Twitter users use the app daily
  • 29% of Twitter users check in several times a day
  • 32% of Twitter users say they check in less than once a day

Source: Pew Research Internet Project

Overall, Facebook is still the clear choice for usage and engagement. However, with multiple options for us users, and more on the rise, loyalty to one social channel is probably a thing of the past.

Let’s get back to the question. Do you need to expand your social footprint? My suggestion to you is to think about whom you want to reach and for what purpose? Also, if you increase your social footprint, if it is to be successful, what has to happen? If you can answer these and have social media still in the equation, then by all means start expanding your social footprint. is designed to look at digital with an eye into the future using a creative, innovative marketing perspective. We are a consultative and tactical resource for companies looking to leverage the power of digital, social and content marketing strategies.

Scott MacFarland



Twitter: @scmacfarland

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Photo Credit: HubSpot

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