Facebook, Twitter, Instagram, Pinterest, YouTube, SnapChat, Vimeo, LinkedIn, Quora--we could keep going with a list of social media platforms that our clients are either on, have been on or have contemplated being on.
It’s a small list in a much longer, more complex list of social media sites that are being thrown at business owners and even us, marketers.
So, how do you determine which social media platforms are best for your business?
Read on to learn more about why you should have a presence, which platforms will give you what and how to determine which platform you should consider.
Why Should You Have a Social Media Presence?
Having a social media presence can actually benefit you, even though it may seem like all it’s doing is giving you constant headaches.
Social media allows you to:
- Communicate with your potential, current and prior customers in real-time
- Review and address feedback from your customers, which in turn shows that you are genuine about listening to your audience
- Analyze your audience and their buying behaviors
- Reach a completely new audience, if you want
- Drive traffic back to your website
Social media is great. It holds a lot of power by driving traffic and reaching an audience that is seeking genuine communication; however, you do not need to be on every single social media platform.
Each platform has its ups and downs, and your audience may not be on all of them.
Worldwide, Facebook has 2.20 billion monthly active users, which has increased 13 percent year over year. (According to the big machine itself, Facebook.)
If you can’t find your audience here, there may be an issue.
BUT, this isn’t the only reason your business should be on Facebook. It’s actually Facebook Ads Manager and Facebook Audience Insights that holds the real draw for marketers.
When we discuss audiences with our clients, we ask them what their audience looks like such as age, location, gender, job titles, income, if they’re homeowners, renters, car owners and much more.
We want to get as specific as we can be when we ask this question; however, there’s only so much that our client can tell us.
Then, we can go into Facebook Audience Insights and start plugging these specifics in and start seeing who’s looking at what.
For example (and this is just an example I came up with while I was writing this), say we are interested in:
- Gender: Women
- Location: Morgantown, West Virginia
- Age: 25-35
- Interests: Family and relationships, fitness and wellness and shopping and fashion
- Education: College
Those targets get us an audience of 8,000 to 9,000 people.
Now, the cool part. After we’ve put these targets into our audience insights, we can now see what our audience is interested in:
- Wine Bar: The Wine Bar at Vintner Valley
- Party Entertainment Service: Kids Kingdom Morgantown and Morgantown Escape Room
- Italian Restaurant: Tutto Gelato Cafe and Colasante's Ristorante
- Coffee Shop: The Farmhouse Cafe and Peace, Love and Little Donuts
There is a list of 67 different categories we could use to define our audience through.
Then, we can also see what pages our audience has liked such as the Soar Fitness Studio, BOPARC, The Shack Neighborhood, Morgantown Public Library and The Farmhouse Cafe.
If that wasn’t enough, we could also look at what device they’re using (mostly mobile) and how many pages they’ve liked within a certain period of time.
Twitter has 326 million active monthly users, according to Statista. It is the ninth largest social media platform. It’s nothing to sniff at; however, it isn’t for all businesses.
There are many reasons to use Twitter such as:
- Responding to customers 24/7 (rapidly)
- Monitoring your competitors
- Blasting our company messages
But, there’s also a large reason to not use it (or maybe I’m just complaining?) You have to post a BUNCH.
Twitter is awesome because you have the ability to respond to customers, but it’s also frustrating when you need to post more than ten times a day to even be heard (if you’re lucky).
This platform could be good for a business once they’ve already amassed a followership that is willing to transition into a Twitter lifestyle, too.
YouTube and Vimeo
If your business is producing videos, you need to house them somewhere. IAM uses both for different clients.
Depending on what type of business you are, a video marketing strategy, such as continuously developing videos to post on Youtube/ Vimeo, could be a good idea.
At IAM, we use a Facebook LIVE marketing strategy.
Behind-the-scenes look at an upcoming joint preservation video featuring Chad Micucci, M.D
Instagram is a real visual beast. According to Statista, in September 2017, Instagram had 800 million active monthly users. Also, nothing to sniff at. It’s a lot of people.
Now, with that being said, you have to know your audience.
Instagram monthly users are in the age range of 18 to 34. If your demographic doesn’t fit, don’t use Instagram.
But if they are and your business is highly visible, go for it! (We’re enthusiastic because Facebook bought Instagram, and you can advertise straight off of Facebook to Instagram).
One of the things HubSpot is now talking about is creating backlinks into your work and guest blogging for people.
Well, the first step is to start networking and reaching out to people. Meaning, you need to be on LinkedIn.
So, when we say you need to be on LinkedIn, we mean you--the business owner. People want to see the face, not the company.
Guest blogging and getting other people to put your links in their website positions you as a credible thought leader.
And, there are two things people are looking for--empathy and authority.
How to Know Which Social Media Platforms are Best for Your Business
Your social media platform/s should serve a purpose. If it’s not doing anything for you, then don’t waste your time.
- Look at your audience. Note their age, gender, income, location, etc.
- Research which platform matches your users. Are they older? Facebook could work for your. Are they younger? Snapchat could be the place to be.
- Choose your platform.
- Develop a content strategy and calendar as it will be determined from your platform. (More visual platform = more pictures)
- Develop and post your content on your website.
- Post your content to your platform.
- Promote. (If you are comfortable with it)
Other Social Media Platforms | InnerAction Media
We mentioned a whole list of platforms that we didn’t get to talk about. If you’re finding it hard to know what platforms you should be on (whether it’s one we talked about or one we didn’t), reach out and ask!
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Have questions about your social media platforms or strategy? Shoot us an email!