Choosing the right social media platforms for your business

Choosing the right social media platforms for your business

Whether you’re looking to create a solid social media presence for your business or looking to launch a new strategy, it can be challenging to understand which social media platform will be the most successful.

Before launching into your strategy, it is important to understand the users of each social media platform and the intention of each. We have selected 6 platforms that businesses use to market themselves and their products.  

Now you have a clear idea of the purpose of each platform, here are 5 tips to choosing the right social media platform for your business.

  1. Identify your audience

Who do you currently sell to? Who are you hoping to attract to your business? Once you know the answer to these questions, you can begin to identify which platforms will be useful for your business. 

If you are selling directly to a consumer, LinkedIn might not be the best choice as this is largely a B2B platform. Similarly, if you are targeting Baby Boomers or cannot distill your message into an image, then photo-based platforms like Pinterest and Instagram will not be successful for you.

  1. Define your goals

What are you trying to do? What would you like your social media presence to achieve? If you are able to demonstrate your products in use and your goal is to increase brand awareness, then YouTube and Facebook can be useful platforms.

Facebook has ‘Facebook Live’ which allows you to broadcast videos. This means you can give live demonstrations and let those watching, engage with your brand through comments and reactions.

Or, if you would like to position your brand as a thought leader to a younger demographic, Twitter allows you to share commentary on recent news.

  1. Think about where your industry is

If your industry thrives on photographs, for example the fashion, design, art and food industries, your business may do well on image platforms like Instagram and Pinterest.

For an industry where demonstrations are important, like education, Youtube would be more useful.

  1. Know what platforms your competitors are using

It pays to be where your competitors are so your consumers can make a direct comparison between brands.

Knowing where your competition is also allows you to gain insights on what is important to them and what they are engaging with. For example, are they promoting a charity cause, hoping to align their brand and give a positive social responsibility image?

Competitors might announce new business relationships, product launches or new development directions via social media, allowing you to gain knowledge you may previously have missed.  

  1. Consider how much resourcing you can dedicate to social media

Think about how much time you can spare to set up and manage your social media pages. While the time to set up a Facebook page may be labour intensive, it is relatively straightforward to share content and moderate any feedback. Twitter does not take much to set up, but crafting clever 280 character tweets can be time consuming. If you happen to engage in a trending conversation, monitoring and responding to chatter can be time consuming.

Technologies like Hootsuite allow you to schedule posts in advance and allow you to see all your social media channels through one dashboard. This makes for easier monitoring, but responding to comments and moderating posts are your responsibility.

You may need to allocate a dedicated resource to your social media management. You can either hire someone in house or outsource to an agency who can set up social platforms, create and schedule posts, and monitor feedback for you.  

If you would like assistance to choose and set up appropriate social media channels, contact Green Door Co today. We work with you to create and schedule social media posts and monitor customer engagement.

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