Choosing the Right Social Media for Your Business
Just because a social medial platform exists, doesn’t mean that it’s right for your business. In fact, you may be doing yourself some favors by skipping some social media platforms all together. Before creating social media accounts, take a moment to determine if it’s really going to be a platform likely to benefit your business.
Do You Have the Time?
Unless it’s in your budget to hire a marketing firm specializing in online marketing, you’re going to need to supply regular content to your social sites. Sporadic posting isn’t going to earn you loyal followers — if anything, a lack of content reflects poorly on your business by suggesting a lack of engagement. Determine how much time you can realistically devote to your social media pages each week to get an idea of how many platforms you can manage.
Will Your Customers Care?
Not all customers are going to respond the same way to each social platform. You may have a customer base that puts more weight into word of mouth rather than what someone posts on Facebook about their recent purchase from you. You could have customers that prefer your messages limited to 140 characters via quick tweets rather than through long-winded Facebook posts. If you haven’t done so already, dive into your demographics and sales patterns to get a better idea of how your customers are likely to engage with you.
Does Size Matter?
Facebook has, by far, the most active users of any social platform with over a billion people using it on a regular basis. However, size isn’t everything when it comes to deciding which social platform is best for your business. While Pinterest has 40 million active users, that may be more than enough reach for you if you sell products that are more appealing via a visual platform like this.
Who’s Likely to Visit Your Social Pages?
Deciding which social platforms to focus on comes down matching your customer demographics with the people likely to be using your preferred social media sites. Facebook is more popular with women and people 18 to 29 years of age. Twitter has a larger amount of younger followers than the other popular social platforms. LinkedIn tends to be favored by men and people with a higher income. Pinterest is generally preferred more by women than men.
Do some experimenting by tracking your results with online tracking tools to see how much volume each of your social platforms generates and how those visitors eventually make their way to your website. You’ll eventually see traffic patterns emerge that show which social pages most of your customers prefer to visit when making purchasing decisions. You’ll want to focus your efforts on those platforms and either ditch your efforts elsewhere or get some help boosting your engagement across multiple platforms.