“Grief walks upon the heels of pleasure; married in haste, we repent at leisure.”
William Congreve may have written these prophetic words about love and relationships, but had he been alive today he could just as easily been writing about the social media. What do we mean by that? Well, simply this: choose the wrong social media platform for your business and you’ll ultimately regret it. We could argue the toss until the cows come home, but the fact is not all social media platforms will be the best fit for your business. So how do choose? How can you figure out which social media platform is the one for you?
Picking the appropriate social media platform will depend on a number of factors, and these factors will vary across sectors. These factors are:
- What your specific marketing goals are: do you want to gather followers, position yourself as an industry leader, share your original content, or are simply looking at social media platforms to boost your SEO rankings.
- Which social media platforms the majority of your clients are using.
- How much knowledge and experience you have of particular platforms.
- How much time and interest you have to invest in keeping your social media contributions active.
Once you can fully answer these questions, then it’s time to choose the most suitable platform/platforms, whether that be Facebook, Google+, LinkedIn, Twitter, Pinterest, YouTube or a combination thereof. The choice is obviously yours, but we would not recommend establishing a presence on all of them as the chances are you’ll spread yourselves too thinly which is self-defeating.
What content should you post on which platforms?
Facebook remains the most popular platform and it achieves this because of its versatility. On Facebook you can post many different types of content. This is a great platform for posting jobs, photos, information and engaging about trends that are relevant to your industry or business. But it’s important not to overlook the fact that it is a social network, so don’t concentrate on the hard sell all the time: follow and comment on other company pages to build relationships and dialogue. Use hashtags on this site to get found and followed, and always link back to your website
Google+ may not have lived up to its original hype, but it’s still invaluable. Why’s that? Well, simply because it’s a Google platform. That means Google+ is the best platform for SEO. Google+ is also a great place to connect and share with peers in your industry. Use hashtags on this site to get found and followed, and link back to your website
LinkedIn is the professional’s platform choice. This is the place to connect with local and national business owners; here you can get noticed and share services. LinkedIn is the ideal platform for sharing industry information, tips, and original content via blogs and articles. Join groups and be active in them by posting your original blog content and asking and answering questions to increase your connection-base.
If you’re a local business then Twitter may not be the best platform for you. Nevertheless, it’s still useful to maintain a presence on the platform because it’s the second largest social media site and it’s a useful place to share industry information and connect with others in your industry. It’s also a useful platform for watching and listening to what your competitors are doing and seeing how they engage with their audiences. Use hashtags on this site to get found and followed, and link back to your website
Gone are the days when Pinterest was simply a ‘site for women’: now Pinterest is also a site for business. It’s a good platform for showcasing products and jobs and exchanging general business information. Use hashtags on this site to get found and followed, and link back to your website on most pins.
Video is critical in today’s online marketing world. Sometimes words are simply not enough: people want to informed, but they also want to be entertained. Video is ideal for this. Producing videos benefits your business, not just in SEO terms now Google owns YouTube, but also in terms of easily sharable content. Make the most of the channel by producing video blogs and video how-to tips and demonstrations.