How to Select the Best Social Media Platforms for Your Business

There are literally hundreds of options for social media platforms today. Not all social media sites are created equal, and each channel will not always work in the same way in helping marketers reach their goals.

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So how many social platforms should your company be using? This is not an easy question to answer because it depends on the amount of resources that you have available, including both time and money to engage in social media effectively. For some companies, one social media channel may suffice, while for others it will be vital to have several channels in order to stay competitive.

Use More Than One Social Media Platform

A recent study from the Pew Research Center proves that companies should use more than one social platform if they want to successfully reach their target market. According to the study, 42% of online adults now use multiple social networking sites. The study also found that Instagram users are nearly as likely as Facebook users to check in to the site on a daily basis (Duggan & Smith, 2013).

According to SEO and social media site Moz.com, a good first step in deciding which social media platform or platforms to use is to visit KnowEm.com. “This site allows you to register your brand name across more than 500 social networks. This will help to ensure that your name will be registered where you need it to be, regardless of which platform you end up deciding is right for your brand” (Moz.com).

The next step should be working out a clear and implementable plan. “Many people lose their business focus while becoming social. It has a negative effective on the business due to the time lost trying to come to terms with social media. A plan really helps you to stay focused” (Bendror, 2013).

Demographics of Social Media Platforms

Before deciding which social media platforms to use for your company, it is important to research the demographics for each site. You should select only the sites that either have the same demographic as your current target market or those that have a demographic you are trying to reach. Here are the demographics of the top social media sites:

Facebook: According to the Business Insider, every company and brand needs to seriously consider a major presence on Facebook (Smith, 2014). It is the largest social network with over 1 billion people. Facebook also skews young, which is attractive to marketers. In the U.S., 86% of 18 to 29-year-olds who use the Internet are on Facebook (Smith, 2014).

Twitter: Twitter is a great choice to all SaaS companies, marketing companies, sport-related businesses, and all news organizations, according to the Wishpond Blog (2014). “Twitter, more than any other platform, is inextricably tied to in-the-moment developments. If your sector or business is based around things that are happening now, you need to be on Twitter” (The Wishpond Blog, 2014).

Instagram: According to the Wishpond Blog, Instagram is best for image-friendly businesses like restaurants, clothes and fashion, food, architecture, technology, travel, design, and other related companies (2014). Instagram also has a dominance of the 18 to 29 year-old age group, so companies with that target market should also be on the site (The Wishpond Blog, 2014).

Google+: The businesses that should be on Google+ are tech and engineering companies as well as marketing individuals. It is also great for reaching a predominately male demographic because about 67% of its users are men (The Wishpond Blog, 2014).

Pinterest: About 84% of Pinterest users are female. “The female-dominated, image-dominated facts of Pinterest make it easy for those brands which naturally lend-themselves in that direction, and very difficult for those brands which don’t” (The Wishpond Blog, 2014).

LinkedIn: About 79% of LinkedIn users are age 35 or older. This platform is a great choice for all professionals and B2B companies (The Wishpond Blog, 2014).

Based on the demographic information above, it is understandable that some social media platforms tend to work better for B2B companies, while others are clearly a preferred choice for B2C companies. If you are a B2B company, consider focusing your social media efforts on blogs, micro-blogs such as Twitter, LinkedIn, and podcasts. If you work for a B2C company, it would be best to focus more on social networks (Facebook, Google+, Pinterest), video sharing sites (YouTube, Vimeo, etc.), and social bookmarks (Digg, Reddit, etc.) (Jullen, 2009).

Content vs. Conversation

Social media used to be more about content than anything else. Many experts such as author Michael Greenberg touted that “social media marketing needs to be driven by content” and “without content, there is not a whole lot to talk about” (2009).

While providing engaging content is still important for the success of social media marketing, the sole focus is now on a more engaging experience that provides two-way communication. Social Media Today writer Catherine Novak says conversation, not content is now king in social media marketing. She says, “Content without conversation is just broadcasting, or just advertising. It goes to the listener/reader/viewer/visitor…and stops there. If the sender is lucky, it may lodge as a piece of information in the receiver’s consciousness, and they may act on it someday. If the sender is luckier, or perhaps more engaging, it may be something that the receiver wants to talk about. And then the message gets a whole new burst of energy. The energy behind the message is what gives it meaning, and a life of its own. That happens because we humans like to communicate with each other. Thus the conversation begins” (Novak, 2010).

Marketers can no longer focus their social media efforts on just content. Effective social media marketing involves listening to what your social media audience is saying about your company and then engaging with that audience. “The social world is now about building authentic conversations and amplifying messages from passionate supporters and influencers, which drive the positive activity being sought by each community” (Savitz, 2011).

Marketers should only select the platforms that will allow them to engage in the conversation with their social media audiences. This will involve thorough research into each possible social media platform to determine whether they will provide opportunities for engagement. Ultimately, “the goal of any social media optimization strategy is to provide the right tools so that people can engage with your brand/people/products/services onsite and offsite” (Lake, 2009).

What are some other tips you have for social media marketing? Share your tips by leaving a comment below! 

References

Bendror, Y. (2013, October 4). Which social media channels should I use for my business? Retrieved January 26, 2014 from http://smallbusiness.yahoo.com/advisor/social-media-channels-business-223554094.html

Duggan, M. & Smith, A. (2013, December 30). Social media update 2013. Retrieved January 25, 2014 from http://www.pewinternet.org/Reports/2013/Social-Media-Update.aspx

Greenberg, M. (2009, October 20). Content is king of social marketing. MultichannelMerchant.com. Retrieved January 27, 2014 from http://multichannelmerchant.com/social-media/1020-content-social-marketing/

Jullen, J. (2009, August 23). Which social media channels should you be using? Retrieved January 26, 2014 from http://socialmediatoday.com/SMC/118475

Lake, C. (2009, October 30). 35 social media KPIs to help measure engagement. Econsultancy Blog. Retrieved January 27, 2014 from http://econsultancy.com/us/blog/4887-35-social-media-kpis-to-help-measure-engagement

Moz.com. The beginner’s guide to social media. Retrieved January 27, 2014 from http://moz.com/beginners-guide-to-social-media

Savitz, E. (2011, September 15). Social media: Evolving from broadcasting to conversation. Retrieved January 27, 2014 from http://www.forbes.com/sites/ciocentral/2011/09/15/social-media-evolving-from-broadcasting-to-conversation/

Smith, C. (2014, January 19). Facebook’s demographics show why no other social network can match its potential for marketers. Retrieved January 26, 2014 from http://www.businessinsider.com/a-primer-on-facebook-demographics-2014-1

The Wishpond Blog. (2014, January 8). Social media marketing. Which platform is right for your business? Retrieved January 27, 2014 from http://www.business2community.com/social-media/social-media-marketing-platform-right-business-0735411#gdfxgWM85EOkg6xl.99