Deciding what social media platforms your business should be on can be nerve-racking — especially with over 800 to choose from. Don’t worry. We’re just talking about the major players today. You don’t want to be on all of them. That takes up too much time, and other areas of your business need your attention. Before we begin, there are several questions you need to understand and answer, like:
Which platforms are consumer-oriented vs. B2B?
Where is our target audience most active?
What are our social media marketing goals?
Don’t fret — there’s a light at the end of the tunnel. Let’s get started.
This probably comes as no surprise, but you should consider Facebook — the world’s most popular social network — for your business needs. Whether your content is consumer-focused or B2B, you can find success on Facebook thanks to in-depth advertising and targeting options. And with over 2.23 billion active monthly users, odds are you can find your target audience. Here’s another fun fact: Approximately 10% of ALL website traffic takes place on Facebook — it’s no exaggeration when people say it’s taking over the world.
So, is there any reason not to be on Facebook? Perhaps… but only because of over-saturation. There are A LOT of businesses on Facebook. That means when you spend advertising dollars, your business will be facing A LOT of competition. There’s a decent chance (depending on your niche and target audience) your best ROI might not come from Facebook — but there’s a better chance it will.
Twitter can be tougher to manage, mainly due to its volatility (and because you can’t edit tweets). Twitter users are notorious for trolling, especially when politics is involved. Everyone has an opinion about everything, and the Twitterverse is where those thoughts are shared without a whimsical care in the world. That being said, there are still plenty of benefits to having a presence there.
First, Twitter is made up of 335 million monthly active users. That’s a big audience, which gives you a great opportunity to expose your brand to influencers who could share your content and increase your organic reach. Second, it’s the perfect platform for managing customer service. Throw in a social media management tool like Sprout Social, a product we use in Candorland, and BOOM! You’ll be on your way to managing customer’s needs quickly and efficiently. And perhaps most useful, Twitter is great for social listening. Twitter makes it easy for you to monitor keywords relevant to your company/industry, so you can jump into any conversation, anytime. This takes a bit of work, but it’s well worth it.
Instagram is the most visually-demanding platform, and it has become incredibly popular with a younger demographic. That usually gives B2B companies pause. But while it is easier for lifestyle B2C companies to promote on the platform, always remember Instagram has 1 BILLION monthly active users. Your audience is there — you just have to get a little creative with your creative. And did we mention Instagram is owned by Facebook? This means you’ll be awarded the same ad targeting options and seamless integration into the Facebook advertising model.