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Demographic segmentation, the most common type of market differentiation, covers such standard categories as gender, age, ethnicity, marital status, family size, household income, occupation, social class, and education.

Sites such as Quantcast (www.quantcast.com) and Alexa (www.alexa.com) provide basic demographic information compared to the overall Internet population, as shown in Figure 3-1. Quantcast also displays the distribution by subcategory within the site. Alexa offers a seven-day free trial for its Website Traffic Analysis plan, and it costs $79/month after the free trial. You can analyze and track the performance of up to ten websites at a time.

As you can see in Figure 3-1, the Quantcast and Alexa sites don’t always share the same demographic subcategories or completely agree on the data. However, either one is close enough for your social marketing purposes.

Use these tools to check out the demographic profile of users on various social media services, as well as your own users and those of your competitors. For example, by comparing the demographics on Quantcast, you can see that the audience for the popular image site Imgur is younger, more male-dominated, and slightly better educated than the overall population of Internet users.

Look for a general match between your target audience and that of the social media service you’re considering.

Always check for current demographic information before launching your social media campaign.