The document provides statistics on social media usage among various demographics, highlighting that Facebook is the most widely used platform with 96% of online Americans utilizing it, while Twitter and LinkedIn maintain significant user bases. It notes that user engagement with brands is high on platforms like Facebook and Twitter, particularly among younger users. Various platforms cater to different demographics, with Pinterest focused on women and Google+ attracting younger male users.

1. Social Media @RPIAlumni

2. Facebook
• 96% of online Americans use Facebook
• 73% of the US internet population visits Facebook each month
• 48% of 18-34 y.o. check Facebook right when they wake up and about
28% check on their smart phones before getting out of bed
• 48% of young Americans said they find out about news through Facebook
• The 35+ y.o. demographic now represents more than 30% of the entire
Facebook userbase
• 62% of Facebook users between 35-54 years of age have liked a brand
• 61% of Facebook users who have liked a brand note that they are more
likely to purchase from that brand
• Facebook is the only social media platform that knows no generational
limits
• Of people who use social networking sites, 98% of both the Golden
Generation (age 67+) and Generation Zer's (ages 18-22) are on Facebook.

3. Twitter
• 161 Million total users
• 13.4 Million monthly users access Twitter via their
mobile phones
• ~140 Million Tweets are sent each day
• 27% login every day
• 60% are located in the U.S.
• 25% follow a brand and of that, 67% will purchase that
specific brand
• 48% of users are in college
• 52% are women
• 26-34 y.o. make up 30% of tweeps

4. LinkedIn
• 100 million members
• Second largest social media site after Facebook (28% of
total social media users)
• Averages 1 new user per second
• Average age is between 35-54
• 55% of users are male
• The finance industry makes up 14.8%
• Engineering is the fifth highest job function at 6.8% of
users
• 69% make at least $60k and 39% make over $100k.

5. YouTube
• 24 hours of video are uploaded every minute
• 5.8 Billion videos are streamed in the U.S.
• 2 Billion videos are viewed daily around the world
• Viewership gender is split 50/50
• 36% are 18-34 y.o.
• 65% of viewers are white
• Viewers whose annual household income is over
$100k make up 29% of the viewers

6. Google+
• 90 million unique users
• 67% male users
• 78% between the ages of 18-34
• Most common user occupations: students, engineer,
developer, and designer

7. Pinterest
• 12 million unique visitors
• 87% women
• 56% between ages 25-44
• Average time spent on site per visit 16:40 minutes
• Top Interests: Crafts, Gifts, Hobbies/Leisure, Interior
Design, Fashion Designers/Collections
• Drives more referral traffic than YouTube, Google+,
and LinkedIn combined

8. Other Social Media

9. RPIAlumni on Facebook
• 1,301 Likes
• Most comments come at noon
• 60% male
• 56% between 25-44 y.o.
• 3 of the top 5 countries are Asian
• Around 1,055 monthly users and as many as 400-500
daily users
• ~338k post views (almost double since June)
• Average reach of unique users is ~1,000
• Average 250 people see posts once; 150 see posts 6-
20 times

10. RPIAlumni on Twitter
• 1,248 Followers
• On mostly from 12-2 and again at 5
• Most @replies come at 10 a.m.
• Mentioned an average of once per day
• 90% are from U.S.
• Klout style is socializer (connects people and let's
them know what's happening)

11. RPIAlumni on LinkedIn
• 12,616 members in the RAA Group
– One of the highest percentages of alumni in a group,
according to LinkedIn reps
• 20% are engineers
• Senior and entry level personnel make up most
(29% and 19% respectively)
• Average ~6-7 discussions per week
• Average ~20 comments per week

12. RPIAlumni on Other Platforms
• 96 alumni circled us on Google+
• 61 Pinners following on Pinterest
• 50 followers on Instagram