Facebook, Instagram, Twitter, LinkedIn, Pinterest… with so many platforms to choose from, how do you determine the right social media for business?
While there are benefits for using all of the available social media sites to promote your business, there are also arguments for just using one or two and making sure you use them to their potential.
Benefits of using all of the social media platforms
If you want to drive traffic to your website and increase your SEO equity then the more well optimised profiles you have linking to your website, the better. That said, if you don’t have time to dedicate to keeping the profiles populated with content then your online collateral is going to look sadly lacking.
The arguments for selecting just a few
There is much to be said for choosing one or two social media platforms for your business and then focusing your attention on making sure you use them effectively. Make sure you post regular content that is valuable and engaging and that you are going to be able to keep up some consistency when posting. There are many social media tools to help you schedule and manage your posts or you could employ an outside agency or someone internally to manage your online collateral for you. If you are a small business with minimal overheads you may prefer to do it yourself or outsource it to a small digital agency.
What suits your business?
If you are a plumber then Instagram is not going to be worth the time invested in it. There are only so many pictures of burst pipes that you can post. That said, if you are installing new bathrooms then this may be a good place to spend your time and efforts. It all depends on the services that you provide. If you are a nail artist then you will probably want to spend much of your time creating good Instagram posts to showcase your talents. there are certain industries that can really prosper from spending time curating good Instagram content.
Where and who are your customers?
In addition to the type of content you can produce as a business, you also need to research your customer habits. Where are your audience spending their time? This will require some general insights. If you already have some social media for business pages then you will be able to find out things about your audience such as their age, what time of day they are searching and more. Using this information you can start to build a picture of your audience and how or where to appeal to them. If you have a much younger target audience you may want to consider platforms like Snapchat or Instagram to target them.
The most popular social media for business platforms
Starting with the most popular platforms is a good strategy. In this case if you are targeting a business to consumer market, then you should be using Facebook or Instagram but for business to business you may want to look at LinkedIn or Twitter. Let’s take a look at some of the highlights of the most popular platforms.
For many people the obvious choice is Facebook. With over 2 billion active users per month, it would seem that Facebook is where the majority of people are spending their time. Therefore it is important that all businesses have some sort of Facebook presence. If you already have a business profile, you can carry out some research about your current audience and tailor your content to suit them while using ads to build a lookalike audience.
Another popular social platform, in the UK alone there are over 13 million Twitter users (source:omnicore). While not as widely used as Facebook, Twitter allows you to keep re-tweeting throughout the day although this does require more focus and attention in order to keep your content visible.