Census data has traditionally been the key source for objective numerical data for communities. Today, Google search engine statistics and social media user statistics offer new insights into the fabric of a community. What are common search phrases, and what are interests and activities amongst any given population group?
The graphic above reflects Facebook users in Great Falls, Montana as of September 2012. While residents in their twenties are the biggest group of users, it is apparent that Baby-boomers and Generation-X are catching up. Women are more likely to be on Facebook, and more than half the accounts use mobile devices.
Studying social media and search data closely can reveal new marketing strategies, define opportunities in a business plan, and assist communities and organizations to engage their residents and members in meaningful ways.
Traditional data is still relevant. While it may not be as current, it provides a broader view of the population, and originates from an established reliable source. The Great Falls Development Authority is a good source for population data on their
website. Current data on tourism is provided by the
University of Montana. www.spark-architecture.com
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