Defining which social platforms matter for your business
Engaging on all social media platforms has the potential to attract lots of customers, but it doesn’t mean its working. Find out how to determine which channels will help you gain a competitive advantage.
Launching your social presence is a requirement for engaging with your audience online, generating leads, and building brand awareness. One of the first steps is choosing the ideal network for your business. With an increase in the number of social media sites and often limited bandwidth, deciding which platforms are most beneficial to your business can be tricky. When choosing social networks, it isn’t always about the size of the platform. Instead, research the audience and demographics of each site to determine if it is a good fit for your business. Select those that best match your goals and, most importantly, where your target audience is most active.
Below we will highlight the leading social platforms and what you should consider:
Facebook is still the largest and most popular of all the social networks, with 2.27 billion monthly active users across the globe. With nearly 1.5 billion of those users active daily. Users span a wide age range with a base of approximately 54% women and 46% men. Facebook supports a variety of posts, including posts, images, stories, and live video. Facebook’s features extend through a variety of apps allowing for online sales. In addition, it is becoming an effective advertising platform offering paid ads to promote your brand and products.
Twitter is an easy platform typically leveraged for brand loyalty and sharing short content/tweets under a limited number of characters (280). It is widely used for sharing updates and announcements in real-time, conducting polls, and, most recently, for customer service. With Twitter, you can also shop directly through Tweets. The users that favor this platform are in their 20s, and the demographics are split equally between men and women.
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In the past, LinkedIn was thought of as just a resume and job posting site. However, with over 590 million users, LinkedIn has become the number one platform for professional networking and thought leadership. As a tool for promotion, it is primarily geared towards B2B marketing, rather than B2C. This platform is excellent for connecting with businesses, identifying prospects and potential employees. LinkedIn also provides options for boosting content and display ads to drive demand generation efforts to targeted audiences.
Instagram is a Facebook-owned app focused on sharing visual posts, videos, and stories and is known for its editing tools, fun filters, and tags. With 1 billion monthly active users and 500 million daily active users, it is an ideal platform to boost both your brand and business. Instagram’s user base is widely teens and young adults and favored by women.
Youtube is a video and music-sharing platform that boasts high engagement rates with over 2 billion monthly active users, 30 million daily active users, and over 5 billion videos shared to date. The user base includes 73% of US adults and is most popular amongst 35+ and 55+ age groups. This network is an excellent platform for promoting businesses, with 62% of companies being present (9% of which are small businesses).
Make your social media count
Overall, you don’t have to spread yourself thin and be present on every social network. Identify which systems are most relevant to your audience. Promote your brand and products there so you can achieve maximum reach with your target customers. Once you get started, be sure to set clear objectives around audience growth, reach and engagement, and track and measure your performance. In the future, re-evaluate social platforms and adjust your strategy accordingly.
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