Which Social Media Network Is Best for Your Business?
When it comes to social media, you want to know where to focus your time and attention. You want to make sure that your efforts are well placed and are reaching their intended audience. It’s true that your return on investment will be better when you are solely focused on the best platform that meets your needs. When choosing the social media network that best benefits your business, consider these important questions…
1. Where Does My Audience Hang Out?
Make a list of the characteristics of your ideal customer.
What gender are they? What’s their age? What’s their annual income? What do they enjoy doing and what is important to them?
Start with the demographics and then explore the behaviors or psychographics. Then, take a look at the statistics for each social media site. Most sites will show you the demographics of their users. You can also visit sites like Hootsuite, who make it their business to stay on top of social media behavior and statistics. Keep in mind that you want the most recent demographic data because it changes over time.
For example: Facebook used to be used by college kids and now it’s used by middle-aged women.
2. What Information Format Does My Audience Best Respond To?
There are different content formats to consider.
For example: Let’s say that your audience is present on YouTube and LinkedIn. Great. But if you know that your audience responds much better to video than they do to text content, that would make YouTube a better choice.
That said, some social media networks do support different content formats. If you’re not sure what content format your audience best responds to, look to your past blog content or to your direct competition. What formats are they having success with?
3. What’s Your Industry and Business Model?
You’ll find that some social media platforms work better for Business to Consumer, while others work better for Business to Business.
Service-based businesses may have better results from more personalized social channels like Facebook. This is because certain products sell better when visualized.
The best advice, once you choose a social media network to focus on, is to stay focused on one until you’re seeing consistent results. You will be tempted to post and be active on other social channels, but creating a consistent flow can increase your engagement.
Once you have good systems in place and your following is steadily growing, then you can add another social media network to your marketing mix.
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