Age: 40+ years old. People in this group are more likely to talk about the business and its products to their friends, workmates, children and their grandchildren.
Sex: Both men and women
Education: Some of them have masters/graduate degree and some are on retirement. Others have college level educations.
Family Life: Most of them have good families. Married, have children and grand children. They are living life.
Salary: Though all of the them have steady jobs while others are on retirement, they don’t spend much here. Thus, the income for the business would most likely be less than $15000.
Location: William Coffee Shop is located in Lowell, Ohio. The family uses the first floor of their home for the business. It is familiar with the residents of the area and the nearby communities. It is hard for perspective customers to identify.
Transportation: Almost every body drive. Only few of them choose to walk to the coffee shop to make it as part of their exercise.
This group of people are not very interested in having multiple accounts on social platforms. They are good with one or two at the most. They are familiar using Facebook, followed by Twitter, then Instagram. They are could be classified as Spectators. Some of them are non participants. They have accounts but they don’t use them regularly. So they can also be classified as Inactive. However, only handful of them are Creators. They could create new context, post about businesses or products.
The following analysis is made according to ( Social Media Update 2014, 2015, Jan 9) http://www.pewinternet.org/2015/01/09/demographics-of-key-social-networking-platforms-2/
Since the target audience are 40+, there is great variation in social media usage.
Facebook: Ages 30-49 82%, 50-64 65%, 65+ 49%
Twitter: Ages 30-49 29%, 50-64 13%, 65+ 6%
Instagram: Ages 30-49 28%, 50-64 11%, 65+ 4%
The Williams Coffee Shop is not on any of the social media platforms. By looking at the analytical data I would recommend them to have at least two accounts. Obviously, one could be facebook. The target audiences, at large, uses facebook as major medium to digest information.