Before completing your social media marketing strategy, make sure you have researched “Who?” your audience is, “What?” their social behavior consists of, and “Where?” they’re hanging out on the web.

Today’s economy forces companies to stretch their marketing dollars as far as they can. Adding a social media marketing plan to the mix allows companies to create greater awareness, increase lead generation, and increase sales in an economical manner. To get the best results though, it’s vital that you research the “who?”, “what?” and “where?” of your target market’s social behavior. If you don’t answer these questions now, your social media marketing efforts will be like a bird flying against the wind.

A quick snap shot of some social media demographics compiled from Pew Research’s latest report includes:

• Gender: 9% more women use social channels than men. Pinterest is the most used channel by women and Google+ is…