Social media, huh? It's constantly changing at a rate that can be hard to keep up with – even for the most tech-savvy amongst us. So if you're a marketing director wondering which social media platform is going to benefit your company best, we've got some advice for you. From Twitter to Instagram, Facebook to LinkedIn, here's which social media platform you should focus on – and what it can do for your business.
Let's start with the granddaddy of them all, the original social media platform that we all know (and either love or hate, depending on your perspective). Most of us use Facebook in our personal lives, but just how good is it when it comes to growing your business?
The audience
Well, Facebook certainly has a wide audience; with over 1.39 billion users it's the biggest and most widely recognised social media platform out there, which means your business has a greater potential reach.
Is it for you?
It may be only 11 years since it launched, but during that time Facebook has grown into a versatile platform thanks to its Pages feature, which lets businesses of all sizes promote their brand, products and services. Facebook is a low-maintenance option (unlike Twitter) which means your posting frequency matters less than on some social media sites. So whether you update your status or share photos or videos a few times a week or just a few times a month, users won't mind. There's also PPC advertising to 'promote' your posts to a wider audience. Learn more about Facebook here - 6 Tips For A More Effective Facebook Business Page.
Anything goes on Twitter and if you're a fan of short, snappy marketing, it could be a great choice.
The audience
With over 500 million users worldwide, it's easy to connect with other users on Twitter by mentioning their username in your post. The majority of Twitter users are aged 18 to 29 and you'll need to be the type of company which can commit to regular updates and 'Tweets' in order to get followers.
Is it for you?
Posting short (140 characters or less) updates, sharing videos, images or links is a great way to engage your followers without making them do too much lengthy reading. Retweeting and sharing other users content can help you to get more 'followers' – but make sure you're following the right people and retweeting relevant content regularly. Twitter is great for handling customer service as well as marketing too! If you don't have the time or inclination to Tweet several times a day – Twitter probably isn't for you. If you're a b2b business here is a great article - Why You Shouldn't Ignore Twitter For Business to Business (B2B) Marketing.
LinkedIn is all about professional networking and is an excellent choice for B2B businesses.
The audience
LinkedIn has an audience of over 380 million professionals, business people and entrepreneurs; that's a great marketing opportunity!
Is it for you?
LinkedIn is solely about professional networking – it's much like attending a business networking event, but on a far larger scale. The site is a great place for B2B businesses to find leads in companies; not so great for those selling to consumers. When you consider that 1 in 3 professionals has a LinkedIn account, it makes sense to make sure your company has one too! Learn more here - How To Effectively Use LinkedIn For B2B Marketing.
YouTube
Hailed as 'the grandaddy of video sharing sites', everybody has heard of YouTube, and that makes its potential as a platform for marketing your B2B business pretty huge. It may not be a typical social media platform, but it's a valuable tool if you're sharing video online.
The audience
YouTube has a huge audience and is not limited to one specific age group, so it's a great social media platform for your B2B business – although not every business belongs on YouTube.
Is it for you?
If you develop videos well then your business belongs on YouTube. Explainer videos, where you explain about your industry – such as how to use your product or another company's product – are big business on YouTube, driving visitors to your channel and ultimately your website. Still unsure why to use YouTube? Here is a useful article - Don't Underestimate The Potential Of YouTube And Video Marketing.
Instagram hit over 400 million monthly active users in September 2015, making it a serious contender for Facebook's social media crown.
The audience
Bear in mind that Instagram's audience is mostly younger people, with over 90% of users under the age of 35. Pinterest may be a better choice for you if you sell to an older audience.
Is it for you?
If your competitors are on Instagram, and you're willing to invest the time into creating a solid strategy, then it could be for your business. You should check to see whether your competitors have amassed a strong following – if they're getting lots of likes and comments then this is a good sign that you could be as successful. But what should you post? Sneak peeks of new products or deals is a good place to start. Or post images relating to the lifestyle your service or product creates. For more information read this article - 5 Reasons To Use Instagram Social Media Marketing For Business.
Pinterest is a visually-oriented social media platform where users 'pin' content they like to digital boards, sorting boards by category.
The audience
It may be a popular site, but it also has a very nice audience – 85% of Pinterest users are female. This is definitely something to consider.
Is it for you?
If your business is all about visual imagery then why not? Businesses which sell items or products with strong visual appeal will probably be the most successful on Pinterest, but if you can create visual content relating to a service you provide – and make it look amazing, then by all means, sign up! Attract more traffic to your Pinterest page today - Pin-teresting Ways To Attract Traffic Through Promotional Pins.
So, which social media platform should I use?
Of course, a combination of social media platforms can work well for your business if you're not sure which one to choose. Just ensure you have the time to dedicate to the platform you choose and that you have a strategy in mind for marketing your business.
Listen to the Digital Prosperity Podcast: Here's Will and Dave discussing this topic - listen live here or subscribe for free in iTunes.
