Which Social Platform is Right for my Business?
Social media is in constant flux, adapting and changing all the time. Over time, more businesses have embraced social media and use it for connecting with customers to building leads to advertising.
It is paramount for all businesses to adopt a social media presence. But the list of options and networks available can lead to overwhelm. You don’t need to be on every social platform available and are unlikely to have the time to be effective if you are using multiple accounts.
The guide below details the most popular platforms and should help you decide what ones are most relevant to your business.
Facebook is perhaps the most widely adopted social media platform. According to Pew Research Center, 71% of American adult internet users are Facebook users as well. Globally, there are more than 1.86 billion monthly active users.
Facebook’s success is driven largely by its focus on customer experience and helping pave the way in the shift to a mobile-first world. But although the social platform is relevant to perhaps every type of business, there is lots of competition which makes it hard to stand out from the crowd. Additionally, Facebook’s ever-changing algorithm is making organic marketing efforts largely ineffective as it pushes businesses to ‘pay-to-play’.
At the end of December 2015, Twitter boasted an impressive 320 million monthly active users, 80% of which were on mobile devices with 79% located outside of the United States.
Another of the ‘social giants’ it is seen as a critical part of a successful marketing strategy for most businesses. It is viewed as an optimal network and both business and personal brands can develop relationships with followers.
According to DB5 and Twitter’s Customer Insight Study, 50% of users visited or shopped the websites of the businesses they follow, and 60% purchased from a business because of something they saw on Twitter.
LinkedIn is the world’s largest professional network with more than 400 million members in over 200 countries and territories. Starting out as a hiring and networking platform, it has evolved and includes company pages, a publishing platform and a targeted advertising system.
Main aspects of the social platform include personal and company profile pages, content sharing, showcase pages (an extension of the company page) and LinkedIn groups. There are numerous communities formed around certain interests and niches.
Instagram allows it’s users to take, edit and share photos and videos. Although it first appeared in 2010 by December 2016 it was reported to have 600 million monthly active users and over 95 million daily posts.
Instagram was acquired by Facebook in April 2012 and has since undergone several modifications including algorithm changes and various enhancements. The latest main addition in November 2016 was live video, which allows users to broadcast live for up to one hour. The videos are not preserved though and are removed from the service when the broadcast is finished.
If you have a very visual business, it can be a great place to showcase your products and services. For help on promoting your business on Instagram check out The Instagram Algorithm and How to Rank High.
YouTube is the world’s second largest search engine (after Google) and the third most visited site after Google and Facebook.
If you produce video content this is a must for you to showcase it. 9% of small businesses in the U.S. use YouTube. As more video content is produced, utilizing YouTube is a great asset. It is estimated that by 2020, 75% of mobile traffic will be video.
As YouTube is also owned by Google, having a presence there will benefit your SEO.
Pinterest has a unique approach and is a female-dominated social media platform which focuses on visual appeal and is great for beauty and fashion etc.
Pinterest is a kind of online pinboard. Users create boards and interact with each other through liking, commenting and re-pinning each other’s content.
It is very popular but for businesses, you need to have a very visual theme. There are still a lot of businesses who are not on Pinterest and instead stick to the more mainstream social networks such as Facebook and Twitter.
I hope that this provides a useful overview of the most popular social platforms currently dominating the social market. Please feel free to share with anyone who may find this useful.