Social media should be a commitment, not a flirtation you only indulge in occasionally. There’s little point in wasting time and energy on platforms that will never work for you, so you need to define your audience and figure out exactly where they’re spending their time.
Thankfully, this rather neat infographic breaks down who’s using what.
Any business can make use of a Facebook page, and with 1.3 billion registered users, there’s a huge potential audience. However, there is a general perception that it’s more productive for B2C brands who can promote products/services directly to customers, whereas B2B pages tend to be slow burners – probably because Facebook is more of a personal than professional platform.
The limited reach can be prohibitive, as the ‘seen by’ figure tends to be considerably lower than your actual page likes – Facebook only shows posts that it deems to be relevant and until you build a loyal following that engages with your content, your posts won’t be seen by many people (unless you go down the sponsored route, which, of course, is what Facebook wants you to do).
Posting native video content will boost engagement, a fact that rings true across all networks.
Twitter is great for building brand awareness and having real conversations with your audience. It’s a good way of finding influencers – people who are popular amongst your target audience – and you can interact with them to extend your reach.
18-29 year-olds make up the majority of users, so having a Twitter strategy could be essential to building to attracting a young audience. It’s also the original home of the hashtag, and tools such as ritetag will help you find phrases that are trending amongst your demographic.
Dominated by female users and with the most popular images revolving around recipe ideas, crafts, photography or style inspiration, if your business fits into a creative niche then you should definitely jump on the bandwagon. Not many people seem to realise it, but you can also use Pinterest for video marketing, so be sure to share any filmed content to really make your board stand out.
YouTube may not strike you as an obvious social network, but with a staggering 4 billion videos being viewed every single day, there aren’t many platforms that can beat it for interaction and creating a channel could prove to be a very rewarding way of getting your message out there.
How-to videos tend to do well and you can also get creative with viral ad campaigns showcasing your products, or video case studies to tell your story. The beauty video content is that it can be distributed across various platforms, so the initial outlay of paying for production can go a long way.
If you’re a B2B service provider, chances are you’re already on LinkedIn. But are you making the most of it? Make sure that you join local groups and participate in discussions. Better still, start a conversation by publishing unique blog content, establishing yourself as a thought leader, someone with prominence in the industry.
The more you interact, the greater your connections will be. Everyone is on LinkedIn to network professionally and it can be hugely beneficial for generating B2B leads.
The demographic tends to be young, but it’s growing fast and if you’re in retail, fashion or beauty, or any business that lends itself to being visual, then Instagram is a natural fit. You can also use it to showcase the culture of your company, creating stylish pictures to connote the right impression.
It can be difficult for B2B’s to gain traction on Instagram, but you can still use the filters to easily create bespoke imagery that can be distributed elsewhere.
Google’s attempt to muscle-in on Facebook is waning in popularity, but there are still a fair number of tech businesses using it. It’s also said to be great for SEO, the theory being that if your business is active on G+, then your page rankings boost accordingly. There have been many changes to the platform recently, with some proclaiming its death and others expecting a refocused offering in 2016.
One fantastic feature is the ability to email followers with a single click of the button, so if you feel you can grow an audience, it might be worth the effort.
Whichever platforms you choose, you need to spend time doing it right. Don’t give yourself too much to do as you’ll be spreading yourself too thin.
Jon Mowat is the Managing Director of Bristol-based Hurricane Media. You can follow Hurricane on Twitter, like their Facebook page, connect with them on LinkedIn or watch their award-winning videos on YouTube.