All of them, duh! No, Just kidding. Stop thinking that. NOW!
Social media is fun and everyone is on at least one social network. But which one is right for your business? It’s great that businesses are seeing the value in social media, but now its time to understand how much time you have to invest in it. Its essential to choose the best social sites for your content marketing strategy.
My managers would always use the saying “work smarter, not harder.” That saying applies when evaluating which social media sites to use for your business. The social media industry is always changing and creating new sites like Ello, a new independent social network that recently went viral. But does that mean you should join it? No, no it doesn’t. Social networks come and go so it’s not a good idea to invest time in one that could be dead in about 6 months. My philosophy is to focus on the leading social networks and build a following and relationships there first, then determine if there is enough time to venture out to another social site.
Here a few things to consider when choosing the right networks for your business:
Facebook is all about storytelling and humanizing your brand. This social platform is best used for sharing relatable content for your target audience. Keep in mind that Facebook is also the number one influencer of customer’s purchasing decisions.
LinkedIn is for mainly for B2B companies. This social network is great to for those B2B companies to show they are the industry leader and to network with other people and businesses.
Pinterest is great for companies in highly visual industries and have customers that like to express themselves through photos. When it comes to Pinterest you definitely have to consider your audience. Would your customer collect information or images in an organized place to help determine their purchase? Pinterest is basically an inspiration board for its users. Each picture on their “inspiration board” will take them to an article giving more information. So this platform is great for driving traffic to your website, but useless if your audience is not there.
Twitter is a network which the younger generation has taken by storm. It’s a great resource to share quick industry updates or other topic-based and timely information. If you aren’t afraid to engage with your audience you should consider this platform. Because just posting is not enough. Engagement is a must to get any ROI on Twitter.
Instagram is great if your industry is predominantly image based. If you can tell your story in pictures and video, Instagram is for you. This is the place for artistic and high quality photography.
Google Plus is a must for networking and local search engine optimization (SEO). Some consider it the underdog, but they are highly mistaken. This platform can build your business as an influencer in the industry and in turn, makes you more discoverable in search engines because GOOGLE OWNS IT (Duh).
YouTube is the second largest search engine so don’t forget this social network! If you can create or share informative, fun and visually appealing videos of your company, then this social site may be good for you. This network is also owned by Google and increases SEO when it is managed correctly.
Alright, you have this information and now you can choose the platform (or platforms) that are right for your business. Of course, you must figure out the best platform for your audience and what kind of content you are able to find or create. Don’t forget to be realistic about what you are willing and able to do. Are you available to interact on the social channels you choose? Social media is all about two-way communication and your business needs to be present in the conversations that make sense for your customers and your business.
Want to be on all the social sites mentioned, but don’t have the time? Choose your top decision and slowly grow your business and expand your networks according to the amount of time you have to invest. It’s okay if it takes time to get to what you want. As the saying goes, “Rome wasn’t built in a day.”
Curious about other social media sites? Leave your questions in the comments and I’ll give you an answer!