Tips to Choose the Right Social Platform for Your Business

5 Tips to Choose the Right Social Platform for Your Business
Nowadays, businesses need to use social media to connect with customers. Social media can help businesses learn about their customers and improve their marketing. According to a report by Hootsuite, 80% of marketers see value in social media and think it can help them make more money.
Social media can also help businesses get more customers, show up higher in search results, get more people to their website, and sell more things. But there are so many social media websites to choose from that it can be hard to know which ones to use.
To help you choose the best social media websites for your business, we’ve made a list of tips to follow.
1. Begin with your audience
When you’re thinking about which social media platform to use, think about who you want to reach – your audience. They’re the most important part of the decision. It doesn’t matter how big a social media platform is if your audience isn’t there.
For example, Facebook has a lot of people using it, but if the people you want to connect with prefer Snapchat, then that’s where you should focus your efforts.
However, most people have accounts on around six or so social media platforms. So, even though your audience might be on one platform, it’s worth thinking about other factors, too, when you’re deciding where to be online.
2. Consider your company
Besides your audience, think about your company, too. What you sell, your company’s personality, and what kind of business you are should all play a role in your social media choice.
If your business is all about visuals, like if you’re an artist or a graphic designer, then platforms like DeviantArt, Dayflash, and Instagram are great options. They focus a lot on sharing images and artwork, so they’re perfect for showing off your stuff.
But if you’re a big business that mainly sells to other businesses (B2B), then LinkedIn is really important. It’s like a professional network where you can connect with other companies and professionals.
However, it’s not always so clear-cut. Even big companies like Apple use Instagram because they have such cool visuals to share. And creative businesses can still get a lot out of LinkedIn because it’s not just for suits and ties anymore.
Some platforms, like Instagram, have a wide appeal, while others, like DeviantArt, are more specific to certain interests. So, think about what fits your business best.
Remember, what your company does affects which social media platforms will work best for you. It’s all about finding the right fit for your business.
3. Research your industry and potential competitors
It’s also helpful to look at what your competitors are doing on social media. This is called a competitive analysis.
Here’s what you can learn from it:
- Platforms they’re using – See which social media platforms your competitors are using. For instance, are they active on Instagram, Facebook, Twitter, LinkedIn, or any other platforms? If your competitors are finding success on specific platforms, it’s worth considering whether those platforms align with your audience and goals.
- What’s working/not working – Take a closer look at the content your competitors are posting. Are they getting a lot of likes, comments, and shares? Pay attention to the types of posts that seem to be resonating with their audience. Conversely, also note any content that doesn’t seem to be performing well. This can give you insights into what kind of content you might want to create or avoid.
- Audience engagement – Look at how engaged your competitors’ audiences are on each platform. Engagement can include likes, comments, shares, and other interactions. A high level of engagement indicates that the audience is interested in the content and actively participating in the conversation. This is a good sign that the platform is effective for reaching and connecting with your target audience.
4. Align with your overall social media marketing goals
It’s crucial to make sure that the social media platforms you choose align with your broader social media marketing objectives. Here’s why:
Start by defining what you want to achieve with your social media presence. Are you aiming to increase brand awareness, drive website traffic, generate leads, provide customer support, or build a community? Your goals will influence which platforms are best suited to help you achieve them.
If your primary goal is to share content and engage with your audience, there are several platforms to consider. For instance, if you plan to share visually appealing content like photos or videos, platforms like Instagram or TikTok may be ideal. On the other hand, if you aim to share news updates or engage in conversations, Twitter could be more suitable.
If providing customer support is a top priority, platforms like Twitter and Facebook offer features like direct messaging and quick response times, making them excellent choices for addressing customer inquiries and concerns in real time. These platforms allow for public interactions, which can also demonstrate your responsiveness and commitment to customer satisfaction.
Evaluate the resources you have available for managing your social media presence. Different platforms require varying levels of time, effort, and resources to maintain. Consider your bandwidth for creating content, responding to comments, and managing ads when selecting platforms.
5. Understand the different platforms
It’s essential to grasp the unique characteristics of each social media platform and how they serve different purposes:
- Twitter – This platform thrives on real-time conversations and trending topics. Its character limit encourages concise and punchy messaging, making it ideal for quick updates, engaging with followers, and participating in trending discussions.
- LinkedIn – Designed for professionals, LinkedIn focuses on building connections, sharing industry insights, and showcasing expertise. It’s the go-to platform for networking, recruiting, and sharing company news, making it valuable for B2B marketing and professional branding.
- Snapchat – Known for its ephemeral nature, Snapchat pioneered the concept of disappearing posts and stories. It’s popular among younger audiences for its casual and authentic content, making it suitable for behind-the-scenes glimpses, exclusive promotions, and interactive storytelling.
- Instagram Stories – Instagram’s feature allows users to share temporary content that disappears after 24 hours, similar to Snapchat. It’s widely used for visual storytelling, showcasing products, sharing moments, and driving engagement through polls, quizzes, and interactive stickers.
To make informed decisions about which platforms align with your company’s goals:
- Research Each Platform – Take time to explore the nuances of each platform. Familiarize yourself with their interface, user demographics, content formats, and engagement patterns.
- Understand Communication Norms – Each platform has its own etiquette and communication style. Understanding these norms helps you craft content that resonates with users and avoids missteps or misunderstandings.
- Align with Your Objectives – Choose platforms that best support your marketing objectives and target audience preferences. Whether it’s fostering community engagement, driving website traffic, or increasing brand visibility, select platforms that complement your goals.
By understanding the unique attributes of each platform and its communication protocols, you can strategically choose the platforms that best suit your company’s needs and avoid potential communication pitfalls.
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