It’s hard to know which social media sites are right for you sometimes. There are so many options and things change so quickly. One minute it’s Facebook, the next minute it’s Instagram. And, it’s not even the challenge of new, trendy platforms popping up – it’s the way they work, too. Just when you’ve figured out one thing, something new is added. How does anyone keep up or decide which social media sites to use?
We can help with the latter, at least. Here are some straight-forward guidelines for how to pick which social media sites are right for you.
Is Facebook right for you?
Facebook is intended for the sharing of news, pictures, content, stories and your overall brand personality. With one of the largest social media audiences on the planet, there are numerous brand exposure opportunities. In general, Facebook is one platform that can’t be missed. It’s primary industry impact is B2C. If you have an ad spend budget (in other words, you want to pay money to advertise on social media), Facebook is a leading choice. Facebook drives tremendous traffic to a brand’s website and is known for gaining traction with “likes” or comments on posted content.
Bottom Line: All businesses should have a Facebook company page. In case you need more convincing, read this.
Will Instagram be a good fit?
Instagram was purchased by Facebook not too long ago and it’s one of the largest growing platforms as of 2017. Brands will continue to benefit from maintaining active Instagram profiles for some time to come. Instagram is a primarily visual account that relies heavily on the use of hashtags and exceptional editing skills. Don’t be discouraged, though. Instagram provides ready-made filters and with a touch of a button you’ll look like a professional. One last feature that should not go unnoticed is that Facebook ads can carry over to Instagram if you connect the profiles. It’s almost like a 2 for 1 deal when it comes to spending advertising dollars. You’ll reach both consumers and other businesses either way.
Bottom Line: All businesses who are able to take photos of their products or services on a regular basis should have an Instagram business account. These folks will get you motivated!
How does one even use Twitter?
I’ll admit it. Twitter is my least favorite social media platform, but I’ll attempt to remain objective here. To keep up and be relevant, one must tweet multiple times a day. It’s fast, it’s furious, but it can be fun when done right. This platform is an excellent platform for B2B and B2C. Using 140 characters or less, you can get your point across fast. Share news, content, photos, and stories to gain traction. Re-tweets and follows work to create engagement around your brand. There are options to run paid promotions on Twitter, but it’s my opinion that you’re better off spending that time focused on composing tweets. However, as much as I don’t enjoy Twitter myself, I have seen the power behind this platform and encourage my clients to take it seriously. By the way, one of the largest growing demographics on Twitter are seniors, 65+. Does that describe your client, by chance?
Bottom Line: It’s not for all businesses, but Twitter should be given careful consideration given the possibilities behind this platform. Check out what these small businesses did on Twitter.
If you’re interested in learning how to effectively use the platform, we’ve found a great Twitter tutorial here.
Does anyone use the LinkedIn company page?
I’m going to go against the grain here a little. I typically use LinkedIn company pages as what I call a “placeholder” page. These kinds of pages (or profiles) act like beautiful, static, stand-alone “site” to represent the best pieces of your brand. It shows that you are there and present, but maybe it doesn’t do much else. That’s not to say it isn’t important. There are many, many specific rules of engagement when it comes to each social media platform and the possibilities of a LinkedIn company page extend well beyond this simplistic approach. However, I see the value in developing a solid LinkedIn company profile merely for the sake of increasing your SEO (search engine optimization), being accessible by avid LinkedIn users (B2C), and validating your brand by being on yet another social media platform. Now, personal LinkedIn profiles are a completely different kettle of fish.
Bottom Line: Create a LinkedIn company page and keep it current, but prioritize networking on your personal profile. If you don’t want to go against the grain with me, check out these fantastic ideas for optimizing your page.
Who uses Google+?
Marketers around the world are baffled by Google+. The fact that it’s still functioning and operating is nothing short of a world wide web miracle. However, it lives on and has become quite popular with photographers thanks to some fantastic compression features. This doesn’t mean that if you aren’t a photographer you’re off the hook. A Google+ page is extremely helpful for your brand’s SEO. If you want to be found faster, maintaining a verified Google+ page will help with that. Businesses can post content to their profile, similar to Facebook and LinkedIn. Other features include creating circles and engaging with those connections.
It’s important to note that a Google+ page is very different from utilizing the features of Google My Business, which is more like a set of vital tools for businesses that includes analytics, maps, business hours, and more. Every business should automatically use these resources, as they are not considered social, but imperative to SEO. Arcalea published a wonderful blog post here describing the differences in more detail.
Bottom Line: Create a Google+ business page and keep it current. Pay close attention to reviews and your listing. Take it a step further with these tips.
Isn’t Pinterest for crafty people?
No, Pinterest is not just for people who like to do crafts. It’s for any business who wants their content to show up on Google searches. Pinterest boards can be developed around any topic, with pins originating from any source – including your website. Pinterest can be used to share products, services, job openings, and more. It’s also a slower moving social site and many users appreciate not feeling so rushed. Content is expected to be more robust and informational, but the platform makes it easy to share. While engagement is encouraged, this account requires the least amount of re-pinning and liking to stay current. Generally speaking, regularly posting solid content with appropriate hashtags will get you off the ground.
Bottom Line: Most businesses would benefit from an optimized Pinterest business account. Need some inspiration?
Time to decide which social media sites are right for you!
Hopefully, these tips will give you a good start to deciding which social media sites are right for your business. However, don’t be worried if you’re still a little unsure, particularly if you have not used a particular platform before. That’s what we’re here for and we’d be happy to connect to point you in the right direction. Click here to learn more about our services or contact us for a free one hour consultation.
In the meantime, here are my two golden rules of social media marketing:
- You don’t have to be everywhere, all the time. It’s better to pick ones you’ll be good at and do them well.
- Social media should not be stressful. If it is, the inevitable outcome will either be that you don’t stick to it or the quality will suffer.
I’d love for you share which social media sites ended up being right for you after you make your decision. Comment below or send me an email!
–Jenny Green, Co-Owner @ Fisher Green Creative, firstname.lastname@example.org