Which social media platforms suit your business?
Social media can seem a little overwhelming at times. You know you need to use it to leverage the competitive business market, engage with your customers and expand your networks, but you may not know which social media platforms are best suited to your business style and needs.
You don’t need to be spread across all social media platforms. Instead, focus your social energies on the platforms that will best benefit your business and achieve results.
Consider the product or service you offer and your available resources when deciding on the most relevant social media platforms for your business.
Here’s our take on which social media platforms are suited to which business type:
Facebook is widely seen as the biggest social networking platform, however, that doesn’t mean that it suits every business’ needs. Some will benefit, particularly consumer businesses, as there is great potential for building customer relationships that can lead to sales.
Other businesses, such as B2B, don’t always find Facebook to be successful for their business type, and it’s rare for businesses to seek new business this way. The decline of organic reach on Facebook can also mean a low return on investment, creating a need to advertise.
A good idea is to research those in your industry using Facebook successfully. You may find it to be a good place to establish your social media marketing. If not, have a look at the other social options available for your business.
With its 140 character limit, some might underestimate the power of Twitter, but it’s a great way to connect with your customers, through keeping information short and clear.
In recent years it has been hailed as the platform for breaking news, making it a great platform for businesses that are based around things that are in-the-moment or trending, such as events, news organisations, tech companies, and any business with a leading, informative image.
Twitter reaches a very broad audience. Through using hashtags, you can join existing conversations and target a captive audience interested in that topic. Twitter is fantastic for building thought leadership as well as keeping your customer or client up to date on the latest trends or events.
Instagram is the image-central platform, best used for products, pictures of your business and staff, and exciting developments in your business. It’s great for photo friendly businesses such as fashion, beauty, restaurants, technology, design, and architecture.
Instagram is one of the best platforms for showing the human side of your business, allowing followers to get a glimpse of the behind the scenes fun and innovative ideas that you’re implementing. Since the introduction of Instagram Stories, this has given businesses even more access to interact with their followers by way of short and snappy videos that only last a day.
Instagram is accessible on a smartphone to get the full access and ease of features, and as Instagram is closely involved in what’s trending, hashtags are of great importance, along with leveraging events and holidays. Instagram is largely popular among a younger demographic.
Regarded as the main B2B social networking platform, LinkedIn appeals to a more established, mature audience of professionals and businesses. It is more serious in nature than other social sites, and the approach is generally one of sharing thought leadership information and relevant articles, keeping professional information up to date, joining interest groups and seeking out networking or lead generation opportunities.
If you’re a consumer business and your products or services are visually appealing, such as fashion, photography, technology or decor, Pinterest is a great option. It connects people to things they find interesting and people or brands they want to follow.
Pinterest’s user base is predominately female, so female oriented brands are likely to have more success here. If your business isn’t overly visual, consider options such as step-by-step guides or pictures of what staff find interesting to showcase your culture and brand personality.
YouTube is the go-to platform for video. It’s great to use if you have valuable videos that engage your audience and visually show how your products or services benefit your customer. Videos are great for reviews, how tos and DIY. They need to be exciting and informative videos, as the aim is to get those videos shared and more views.
Videos are great for most business types, but keep in mind you need to have the physical, financial and technological resources to be able to create and keep creating captivating content.
While much has been said about Google+’s lack of engagement and “ghost-town” presence, being part of Google+ means benefiting from the search engine ranking advantage. If someone searches for you in Google, whether they already follow you or not, your profile and most recent posts will display on the right hand side of their search results. For this reason alone it is worth keeping your Google+ profile up-to-date and test the waters with posts which may drive traffic back to your website.
The biggest consideration for any social media platform is to always offer value to your audience and understand that participation and engagement is mostly about giving. While there’s no silver bullet, your business has the potential to reap significant results using social media.
If you would like some help finding which social media platforms suit your business, get in touch with us today.