Social Media Marketing: Pick the Right Platform for Your Business

If you’re an entrepreneur, everyone will tell you to work on your “social media presence”, or “spread the word on Facebook”, or Twitter, or “sign up” on Pinterest. You might follow all their advice and create profiles on each and every social platform out there. Well, that’s the thing to do, right? Wrong.

Each social platform is unique, as are you, your company and your brand. Before creating multiple profiles, here are a few questions you must answer to make your social media presence most effective:

  1. Why do I need to do this?

Just because there are about 30 million small businesses out there with active Facebook pages, do you need to add one too? Is that reason good enough?

Start with being clear on why you want to be on social media. Is your objective social selling, engagement or simply listening? Once your objective is clear, you can choose a platform (or several) that will help you achieve your goal.

  1. Don’t spread yourself too thin

Each network is unique, as is your business, service or product. So instead of juggling too many platforms, choose the ones that make most sense for you and your business. Here are a few pointers to help you begin:

If you’re a visual product or service, don’t skip on platforms like Instagram and Pinterest. Pinterest is a great way to not only share your product visuals, but to browse through some great ideas out there. If your business is creative be sure to create a presence on Pinterest.

If your business is customer-support centric, you might want to have a Twitter profile to respond to customer queries in real-time. I don’t think each brand needs to be on Twitter, at least not when you’re just starting out. You can give Twitter a skip, unless your business is influencer-centered. You can, however, have a personal Twitter handle as the founder, and talk about your brand there.

Pro tip: Twitter is a great place to listen to what influencers have to say about your products or competitors. So make sure you keep checking in, whether your brand has a presence there or not!

The only one you can’t skip, is the Facebook page. It’s the place you’ve got to be because that’s where the masses are. Even if your target audience is niche, Facebook ads give you great options to promote your services to a targeted audience. After having a website, having a Facebook page comes a close second.

Google Plus is great in terms of SEO (though it may not do much for you as a “social” network).

  1. Blog: There’s not much anyone can do for you if you don’t have content to share. You might get people to like your page or follow you on a social platform, but if you want them to come back, to engage with your brand and your product, you’ve got to give them something more.

Create original content that will strike a chord with your audience. Be relatable and don’t be a compulsive Retweeter. Be sure to start a blog linked to your company website and share content across your social platforms.

So here’s a question: Should you create different content for different social platforms?

Well, in an ideal world, yes. Since each platform has its own USP, you can’t expect that the same kind of content will work across different social networks. So be socially wise. Try to create a variety of content or, simply rework the same content in different forms. For instance, wrote a great article on ‘Social media do’s and don’ts’? Share it as a link on Twitter, add an image for it on Facebook and create an infographic for it to share on Pinterest! Get creative.

Pro tip: Each network has its own ideal image size for sharing. To make sure your company page looks professional and neat, use the appropriate size for each social platform.

Facebook, Twitter, Google plUS, LinkedIn … they’re all places where you can listen, connect and engage with people – in that order. So don’t be in a hurry to create, but when you’re ready, don’t stop sharing!

Content is King, and the crown is yours.

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