How to choose the social media platforms for your business

So, you have a business now and want to start reaching out to your audiences via social media. There’s many to choose from, but platform is best? Should you just use one? All of them? 

When identifying social media channels, businesses should not feel obligated to use every single platform out there. Instead, it’s wise to select those that align best with your audience and that will broadcast the type of media best suited for your business.

To give you an overall glance at the power of social media networks, here are the most active users for each:

1. Facebook: 1.28 billion
2. Google+: 540 million
3. Twitter: 255 million
4. Instagram: 200 million
5. LinkedIn: 187 million
6. Pinterest: 40 million

Depending on several different factors, such as your customers’ demographics (age, gender, education level, location, etc.), or even what content you’ll be providing, you may want to choose wisely on which platforms to use for your business. For example, if your demographics are 65 and older— they probably won’t have an Instagram account. Facebook or Pinterest may be a better choice. If your customers are kids or teenagers, LinkedIn may not be the best choice to engage with them. LinkedIn is better served for Business-to-Business companies or are network-focused. Instead, YouTube, Twitter or Facebook may be better. See what I mean? 

Let’s take a look at the most prominent social media platforms, what purposes they serve, and what types of businesses have had the best success with them.

Read this: How to improve website conversion rates

Facebook

Wishpond, a social media blog, recommends all businesses be on Facebook, which remains one of the most powerful and popular platforms used. More than 70% of online adults actively use Facebook. This platform is ideal for local businesses, as customers actively seek out business pages for updates, times and events. It’s also great for interacting with your customers, showcasing your products and services, and targeting your clients through paid advertising.

Just remember that Facebook isn’t about selling your products and services. It’s about offering a more personal connection with your customers through friendly, sociable approach. Do posts that will motivate them to respond, share and ask questions. Use photos to illustrate your brand’s story. 

Facebook works best for B2C companies and brands who sell products and software, as 42% of Facebook fans like a page to get a discount or coupon.

Twitter

Twitter is the “in the moment” platform. It is the best platform for breaking news, updates and questions for and from your followers. It is appealing to “information junkies,” meaning that if your business will be posting topic-based posts or timely insights, Twitter will work great for you.

This platform also allows you to hashtag (#) a word or phrase, which will start a trend and organizes them into a category with others tweets with the same hashtag to be more easily found and followed. It creates a lot of buzz and can lead to an increase in engagement and followers of your brand. 

Twitter works best for B2B businesses and entities that post publications, such as on blogs, microblogs and websites. 

LinkedIn

Linkedin works well for B2B companies, as well as other companies who are looking to grow their business contacts with individuals and companies, find future employees for their company, and establish themselves as an industry expert. They can also use Groups to ignite industry-related and company-related discussions.  Research shows that 65% of B2B companies have acquired customers through LinkedIn, while 90% of B2B marketers use LinkedIn.

Pinterest

Pinterest is an excellent platform for ecommerce, such as those in fashion, food, photography, jewelry, and home hardware stores (DIY). Among Pinterest users, 70% of them use the platform for inspiration on what to buy. These types of businesses can post the photo onto a “board,” and when a consumer clicks on it, will be taken to the business’s website to learn more or ideally purchase the item. If your company targets moms, Pinterest is also a must, as 61% of moms say they more likely visit Pinterest than the average American.

Demographics-wise, if your main audience is women, this platform is a great choice—84% of Pinterest users are female. Also, 34% of Pinterest users have an average household income of $100,000. 

Read this: Why your website has high bounce rates

Instagram

Instagram is a heavily photo-based platform popularly used by restaurants, clothes, fashion architecture, technology and designers. The dominant age range is 18-29, so if your business target this group, you should definitely be on Instagram. You’ll also find it interesting that 30% of teens say Instagram is the most important social network.

YouTube

YouTube, the top video-sharing social network, gives companies an enormous potential, as it reaches more adults ages 18-34 than any cable network. It’s also the second most-used search engine following Google. The free site enables user to not only watch videos, but also like them, comment and share them with their friends in other social networks. Businesses also have the potential to have a video go viral, allowing content to be seen by millions in a short period of time. 

If your brand is visually driven, such as an online retailer or other e-commerce business, YouTube will allow you to give customers an up-close look at products and showcase customer success stories. Research shows that 52% of consumers who watch product videos make them more confident in online purchasing decisions. 

Google+

About 68% of Google+ users are men. Popular users include professionals such as students, technology industry professionals, bloggers and photographers are. Since Google+ is owned by Google, posting content on there will increase your chances of being found through local search.

Wrapping Up…

So, depending on what type of business you own or work for, certain social media sites will be more effective than others. By building a basic profile of your customers and looking at their age, gender, buying habits, income level, marital status and hobbies, you’ll be able to determine what social platforms they’ll use to find more information about you and purchase your products or service.

Just remember than regardless of what platforms you decide to implement into your social media plan, remember this: content is king. In other words, post content that your customers will want to talk about. 

It’s not enough to just post content out into the world wide web. That’s just the first step. As Catherine Novak of Social Media Today says, “Users are constantly sending out little bits information, but the fun really doesn’t start unless these morsels are taken up by someone else and responded to, passed along, or even “liked.” 

Make each post filled with action, emotion and personal experience. These types of posts get conversations started. Treat your customers like people, not “consumers.”