Source: Pew Research
Since social media is the most popular with young professional and would provide the most awareness of the company and/or product. The larger question is what is a Facebook fans value in reality. For example Coca-Cola has the largest number of fans on Facebook but they are only ranked fifth in the most valuable brand according to Brandz Top 100. With 35,152,712 fans on Facebook and a value of 67,983,000; this would calculate to about two dollars per person. This is the challenge to all companies who have a social media presence, how to make every fan count or have more of an impact.
What is the silver bullet for marketing to young professionals? Find where they are and relate to them and not their parents. Companies will need to go further and spend more money to reach this group but it will be worth it in the end when they get a slice of the $200 billion market. Remember that this group is used to instant results and their attention span is not very long if they feel that what they are viewing or reading does not interest them. Also keep in mind that this group is not uni-dimensional, they are very complex and focused on success. There is only one place that the majority of them can be found at one time and that is online. This feature can either work for a company or against it depending on if they use it and how well.