So you’ve decided to get started on building your company’s social media presence – congrats! With new social media networks popping up all the time, it can be hard to determine which you want to be part of. By knowing what the major platforms are best utilized for, you can help make the most of your resources and take a giant step forward towards reaching your customers.
Twitter tends to resonate best with a B2C audience, but it also works quite well with the B2B world. Because posts are limited to 140 characters, it lends itself well to quick bursts of thought, starting conversations, and sharing links. If you are willing to put the time into posting on Twitter daily you will likely find an audience here.
Facebook has changed quite a bit since the platform’s launch. In fact, 65% of Facebook users today are 35 or older, a big jump from when the site first launched (remember the days when you needed a college email address to sign up). Facebook usually isn’t your best bet if you’re a B2B company, but B2C companies should dive right in! It’s a great place to share company news, photos, and encourage customer feedback and interaction.
Pinterest is amongst the newer of social media platforms and has seen tremendous growth over the last couple of years. The site allows users to “pin” images and videos to their boards to showcase recipes, dream homes, the latest retail line, wedding inspiration… you get the idea. If your customers are primarily women, you have a lot of opportunity here since women are five times more likely to use Pinterest than men. For highly visual brands and companies that focus largely on lifestyle marketing Pinterest is certainly the place to be.
LinkedIn can be a powerful B2B tool. It provides a unique platform for professionals to network and build relationships. Four out of five LinkedIn members drive business decisions, and users are 93% more likely to be college graduates than the average adult online. LinkedIn Groups also are a great place to chat with like-minded colleagues and position yourself and your company as a thought leader.
Instagram, like Pinterest, is extremely visual. It is made up entirely of photos uploaded by users, which often can have filters applied. Users are made up of roughly 55% women and 45% men, almost all of which are 18-29 years old.
The most important thing with social media is to test, test, test. If one platform is not working well for you, shift your energy onto something that better resonates with your target audience.