When it comes to social media relations, there is no "one size fits all" approach, according to a report in businessinsider.com. As in traditional media relations, one must first decide who the intended audience is, then research the available social media channels to determine how to reach that audience. Is it just us, or does this sound like marketers are finally beginning to approach social media in a strategic and not just shotgun manner?

Just like any cable, broadcast or radio network, every social media outlet has its own specific reach and audience characteristics. BI Intelligence broke down the demographics of the major platforms.

For example, while Facebook still skews to a younger audience, growth in the 45-54 year old bracket has grown by 45 percent since the end of last year. In the U.S., 73 percent of the Facebook users have incomes over $75,000 – but 86 percent of Facebook users are outside of the U.S.

Well more than half (68 percent) of Instagram’s users are female, Twitter users are predominantly young, LinkedIn is skewed towards males, and Google+ is the most male-oriented of the bunch, at 70 percent.

The most important message to take from this study is that marketers need to develop social media relations strategies just as they would any other media channel. Instead of simply adding social icons to an email signature and having employees post to Twitter and Facebook regardless, marketers should begin to strategize and campaign based upon goals, metrics and messages that map directly to the different audience characteristics of different social media outlets.