Social Media – Choosing which platforms your business should use
When starting your business you may have a million things to do. Setting up your social media accounts might seem like an arduous task. One thing for certain is that you don’t want to set up your social network accounts and leave them blank. You should, however, take some time to decide what social networks will have an immediate impact on your business.
Below we have compiled a list of social media sites and some statistics to accompany them.
Does your business need to be on social media?
Most definitely. With 87% of small business owners claiming that social media has helped grow their business, you can’t disregard the potential it has. Social media has allowed businesses to connect with their customers in a way that was not possible 10 years ago.
Don’t go rushing off to create a profile on each network just yet. Firstly, you must first understand what networks are a fit for your marketing strategy as well as finding out where your audience is.
Join these 3
These are the three networks that everyone should join regardless of your target audience or strategy. As a result of their dominance, the majority of internet users have a profile on one if not all of these sites.
With 2 Billion users, Facebook is just too large to ignore. It is most likely the first social network you would consider setting up, and rightly so. All 2 billion users aren’t going to be your target audience but with the power of Facebook ads, you can target a very specific set of users.
- 22% of the world’s population uses facebook
- 100 million hours of video watched daily
- 76% of users use Facebook daily
- Highest traffic occurs between 1 & 3 pm
Twitter has just recently announced that it is increasing the character count on users tweets. This gives you more space to shout about your business. The best thing about Twitter, however, is your ability to really connect with your audience.
Using a tool such as Mention, you can easily monitor users who talk about your brand. In doing so, you can create a repour with your audience by promptly joining in on the conversation they are having. You should be aiming to produce 3-4 tweets a day as part of your overall marketing strategy. Using marketing tools can help you achieve this by scheduling posts.
- 42% of users use Twitter daily
- 36% of 18 – 29-year-olds use twitter
- 74% of users follow small businesses to receive product updates
LinkedIn is the most important social network your business can use if your focus is the B2B market. There are currently 500 million users with two new members signing up every second. LinkedIn positions itself as the social media network for professionals. Many of the users own, operate or are linked to companies that you could be doing business with.
- 45% of adults earning over £57,000 are on LinkedIn
- 3 million content shares monthly
- 160,000 long form posts shared weekly
Consider the others
Signing up to the previous three social media sites means that you’ll have a lot on your plate. Trying to produce content for all three sites can be time-consuming. However, when you have more time, consider signing up to at least one of these sites.
Instagram shouldn’t take up too much of your time. If you have a product that your business sells like jewellery or clothing, use Instagram to show it off. Using visual content in your marketing strategy is proven to work. 51% of users use the social network daily. Do your business a favour, use Instagram.
Youtube, Vimeo, Wistia, Vidyard
Social media sites that revolve around video content are a little more time-consuming when done properly. Making and packaging a video is a lot more hassle than writing a Facebook post. Again, these platforms are great if you have something to show like a product demonstration. With more 18 – 49-year-olds watching Youtube content than cable television, take time to consider using it in your marketing strategy.
Pinterest can be an important part of your marketing strategy if your business revolves around certain industries. If your business isn’t focussed on health, travel, DIY or fashion. Or if your target audience is mainly male, then you can put this site on the back burner. However, if your business does fall into one of those categories then statistics show that 87% have purchased a product after seeing a pin.
The jury’s still out when it comes to a marketing strategy for Snapchat. So it’s maybe something to consider a little further down the road when your business is a little more established. However, if you find you have the time to devote to this platform, it’s great for business targetting the 18 – 34 range.
It’s worth considering niche social networks that have a single purpose. Try searching on Google with the term ‘Social network for…’ and type in your target audience. You might be surprised what comes up. Take a look at this search term.
As a final note, I would like to re-iterate the point that you should take the time to research your target audience. Doing so will make choosing a social media network a whole lot easier.
We sourced our statistics from Blue Corona.