Social media is evolving quickly, and it’s tough to keep up.

Here’s a list of the most surprising social media facts, all likely to have an impact on your company’s strategy:

10 – Social monitoring site “Mention” reviewed more than one billion social mentions and discovered more than 90 percent came from users with fewer than 500 followers. So simply engaging power users is not a sound strategy.

9 – A recent study by Lithium Technologies found more than 50 percent of consumers who tweet a brand expect a response within an hour. If it’s a complaint, its 70 percent.

8 – You’re more likely to generate retweets if you tweet when overall twitter volume is down, meaning there’s less competition for followers’ attention. The ideal time, according to TrackMaven, is 9-10 p.m. CT.

7 – The fastest-growing demographic on Twitter is 55- to 64-year-olds – growing 79 percent since 2012. The 45- to 54-year-old demographic is the fastest-growing segment on Facebook and Google+, according to Fast Company.

6 – Pinterest published a calendar of the type of content that generates the greatest engagement by day of week. Plan your content according to this schedule to maximize engagement: Monday – fitness, Tuesday – technology, Wednesday – inspirational quotes, Thursday – fashion, Friday – humor, Saturday – travel and Sunday – food and crafts.

5 – Social Media Examiner reports that 70 percent of marketers plan to use more “infographics” in their social media efforts this year.

4 – In this same study, 68 percent of marketers indicate their intention to increase their blogging efforts this year, sharing that blog content across multiple social platforms.

3 – You’ve likely picked up on the fact that Facebook users engage more with photos than any other form of content, but did you know content with photos accounts for a whopping 87 percent of total Facebook engagement, according to Social Bakers?

2 – Nearly 190 million of Facebook’s users are mobile only, meaning they don’t access it from a desktop or laptop, according to an article published by Fast Company last year. This makes it doubly important that your content displays well on mobile devices.

1 – YouTube reaches more 18- to 34-year-olds in the U.S. than any cable network. This naturally doesn’t mean a single video post will generate that many viewers, but utilizing such a relatively inexpensive channel with such a wide user base may make sense if your target market aligns.

Lori Turner-Wilson is an award-winning columnist and CEO/Founder of RedRover, a sales training and marketing firm based in Memphis, Tennessee – www.redrovercompany.com. You can follow RedRover on Twitter (@redrovercompany and @loriturner) and Facebook (facebook.com/redrovercompany).