One of the biggest questions asked by businesses who want to get social is: what social media platform/s should I use?
Being present on social media does not always mean you need to be on every platform. Sometimes less is more, and excelling on one platform effectively can do more for your business than if you were to operate across three or four platforms poorly.
It’s important to remember that each social network has a specific purpose, functionality and demographic that uses it as well a list of pros and cons. That is why figuring out the best social network for your business is essential. By doing so, you can align the platform with your brand; thus utilising it to its fullest. This will enable you to reach and target the right audience.
Step 1: Define Your Target Audience
Firstly, you need to define your target audience. Understanding who your main audience is will enable you to select the right platform. For example, if you identify that businesses are your target market, LinkedIn is the way to go. However, if you’re targeting millennials, then Instagram will be far more effective.
Step 2: Set Your Goals
Next is to set social media goals. Define and redefine your social goals; what do you want to gain from each platform? For example if you run a photography business, then Instagram being a visual platform would be an extremely useful tool to use. It will enable you to display your work so that people can see the quality of your work.
Let’s talk about our three favourite platforms: Instagram, Facebook and LinkedIn!
Is a highly visual social platform. Entirely graphic based, Instagram uses exciting and engaging pictures, videos, graphics, boomerangs and GIFs, that seek to attract a target market of nearly 1 billon active users monthly on a global scale and over 9 million in Australia alone as of October 2018. Additionally, Instagram has a relatively young audience with a large majority of users in Australia falling within the 25 – 34 age group which means that there is ample opportunity to influence; thus engagement is said to be much higher on this platform because of its age demographic.
Is the largest of the social networking platforms, with over 2 billion active monthly users worldwide it is an excellent way to establish your brand’s image, advertise, build new relationships and maintain your CRM. The great thing about Facebook is that all age groups are highly active on this platform – however females tend to access Facebook in the morning while males prefer to access it at night.
Furthermore, you can almost post any content on Facebook: videos (live and pre-recorded), images, text, GIFs, etc. Facebook is considered the social media powerhouse. It’s a great idea as a business to engage in local community groups and join in on the conversation.
To put it simply, LinkedIn is a social network for professionals. It’s a great platform to showcase who you are and what you do professionally with other professionals. Anyone from a CEO to a business student can use this network to meet other professionals and also communicate who they are, what they do and why they are an expert in their field.
The list of platforms goes on. So when it comes to selecting the right social platform the most important thing to keep in mind is; does it align with your branding, goals, audience and message?