Choosing a social media platform

Social media enables people and organisations to share information, ideas, personal messages and more via the internet. It is also for any business that wants to gain exposure online, connect with existing or potential customers, build brand awareness, find new leads, generate website traffic, gain an insight into the shopping habits of customers and improve their customer service. However, there are too many social networking sites to ever have a presence on them all, so the aim of this blog post is to help you  learn about the most widely used platforms.

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Image by Gerd Altmann.

Facebook

Facebook is the largest of all the social media platforms, with over two billion monthly active users, meaning you are sure to find some of your audience there. Usage is spread pretty evenly between males and females, with users getting more active as their age increases but with younger users increasingly more interested in other platforms. Facebook accommodates text (63,206 characters in regular posts), images and videos and is good for building relationships. Facebook groups enable an audience to be gathered together in one place online and can be helpful in creating conversations, while Facebook business pages can be used for advertising which can be customised to target specific audiences.

Twitter

Twitter has around 300 million monthly active users who post messages known as tweets. It is useful for communicating breaking news in bite sized chunks of 280 characters or less but links can be added to tweets to signpost readers to further information.

Famous for its use of hashtags (although today these are used on other social media platforms too), Twitter formally adopted them in 2009. Anything with the hashtag symbol in front of it becomes a hyperlink, meaning that clicking on a hashtag generates a list of tweets using the same hashtag. Twitter went on to introduce trending topics, by placing the most popular hashtags on its homepage.

Research conducted for Twitter by IPSOS MediaCT (IpsosConnectUK), found that 60% of Twitter UK users have a strong interest in TV shows, regularly using the platform to talk about tv, something encouraged by programmers who now display their own hashtags as their programmes are aired, allowing viewers to join in with Twitter conversations.

Instagram

Instagram is a photo and video sharing social networking service owned by Facebook. It has well over one billion monthly users meaning the chances are, much of your audience spends time on the platform. It is the home of influencers (someone who has the power to affect the purchasing decisions of others because of his or her authority, knowledge, position, or relationship with his or her audience), brands, bloggers, small business owners and also your friends and family. Popular with teens and young adults, use of the app slowly drops off with age but is consistently popular with men and women. Beautiful photography, illustrations and selfie-style videos are the currency here.

Pinterest

Pinterest is another photo and video sharing social media platform. It has over 320 million monthly users, predominantly adult women who use the platform as a social bookmarking tool for saving ideas and finding creative inspiration, from art, fashion, food, interior design and more. Pinterest also offers businesses a unique way to market themselves as a visual search engine.

SnapChat

Popular with the under 25’s SnapChat has over 300 million monthly users, who use it to share updates and communicate with friends and family through disappearing images and short video messages. Video driven storytelling that entertains and educates a young audience is the name of the game here.

TikTok

Tiktok is one of the newest social media platforms but is also one of the top in terms of user figures. Users are mostly aged between 16 to 24 and use the platform for entertaining, interesting and comedic short videos. Businesses should use TikTok if they want to reach a young audience but they should avoid self-promotion on this platform. People you might not expect to see on TikTok include The Washington Post and Judi Dench.

YouTube

YouTube is an online video sharing and social media platform owned by Google. Music, films, gaming, sports and fashion can be found on the platform and it can also be used for producing video tutorials, visually driven instructional content, product reviews or interviews.

LinkedIn

LinkedIn is primarily used for professional networking and career development, allowing job seekers to post their CVs and employers to post jobs. Editorial content can also be published enabling businesses to build their brand and engage leads through conversations.

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Photo by Austin Distel.

Taking the next steps

Now that you know about some of the most popular and widely used social media platforms, you are ready to take your next steps.

Set goals

Firstly set goals for what you hope to achieve through your use of social media marketing. Things you might want to focus on include:

  • Improving your customer service by providing a platform where customers can reach you with complaints, questions, and concerns
  • Identifying new leads
  • Finding new customers who might be interested in your products or services
  • Learning more about your audience
  • Increasing traffic to your website and boosting sales.

Choose a platform that matches with the work you do

Secondly, choose a platform that matches the type of content you aim to create. If you are say a solicitor or an accountant it may be that you don’t have much in the way of visual information so Instagram and Pinterest are not going to work for you, whereas LinkedIn, Twitter and Facebook will allow you to share useful information, blog posts and link to articles you’ve written. Creative businesses on the other hand, say artists, food businesses, hairdressers, jewellery makers or interior designers could easily make Instagram and Pinterest their social media home.

Slow and steady wins the race

If you want to make use of more than one social media platform, consider first using ones you are already familiar with and enjoy using, leaving the others until you are up and running with these. Also, don’t be afraid to focus on one or two platforms and doing these well. Doing them half heartedly will drive your customers away. And if a social media platform isn’t working for you, don’t be scared to stop using it. Remember social media should enhance your business but it isn’t compulsory and you don’t have to do it all at once, so build your social media presence slowly and have fun with it.

Sources

Further information

Bee.

© Toni Louise Abram at Izzy Wizzy. All Rights Reserved.