As a business owner, you already know that social media is an essential tool to have in your marketing toolbox. You may also be aware that using the most appropriate social media platform(s) for your business can assist you in attracting new business while retaining existing customers. Other business goals that can be accomplished by using social media include driving traffic to your website, capturing a higher quality of leads, driving in-person sales, and boosting brand awareness and engagement.

The only issue with choosing social media platforms? There are so many possibilities!

A few years ago, choosing your brand’s social media platforms used to be fairly “simple”: you started a Facebook Page, created a Twitter profile, and then gradually added others. It is safe to say that the social landscape has changed a lot since the early days. Instagram has become much more popular (and stayed popular) for businesses and individuals. Facebook’s dwindling organic reach is a troublesome reality for business owners; Twitter’s algorithms are always changing; and LinkedIn is seeing increased traffic. Surprisingly, platforms like Pinterest and TikTok have become quite popular for brands, and if you are going to create video content, YouTube should be at the top of your list.

Trying to be active on dozens of social media channels at the same time is simply not feasible. So, it’s important to determine which ones are right for your business and marketing efforts. Here are some suggestions to help decide which social media channels are best for you.

Begin with your own audience.

When it comes to social media platforms, your target audience is unquestionably the most important consideration. Nothing else, not even size, matters if your audience is not engaged on the channel. Facebook, for example, has the most active users of any network. However, if your target audience is hanging out on TikTok or Instagram then that is where you should be.

In other words, each platform has a unique core audience; it is critical to identify your target audience and connect with them through their preferred social media channel. At the same time, if your product and target audience do not use a specific network, it makes no sense for you to be on that network.

What are your competitors doing?

Although you shouldn’t do something just because your rival is doing it, it is often quite helpful to see what others in your industry are doing so you can make an informed decision. Consider things such as what platforms they are using, what is working (and not working) for them, and how engaged their audiences are on each channel.

Consider how your brand comes across to others.

Your products and services, as well as the personality of your brand and the nature of your business, should all play a role in the social media platforms you select. For example, creative brands and artists could focus on visual sites like Instagram or Pinterest, while B2B companies should have LinkedIn at or near the top of their lists. Keep in mind though that there are no black-and-white options when it comes to platform selection. Plenty of B2B and B2C companies may have a visually attractive brand presence that potentially allows them to shine on Instagram, too.

Learn about the different platforms and understand them.

Each social media site has its own distinct personality and communication style. Twitter, for example, is wonderful for discussions and popular subjects, whereas LinkedIn is great for highlighting professional skills and corporate information. One important reason we recommend Facebook to businesses is that this account allows happy clients to tag you and recommend you.

Taking some time to learn about the channels you are considering as well as becoming familiar with the communication protocol has several advantages. Doing this will not only assist you in determining the ideal platform(s) for your business, but it will also assist you in avoiding communication blunders.

Are you ready to get social? We can help!

As you can see, having a solid social media presence provides numerous benefits, especially when you use the best platforms for your business. If you are eager to get started with social media management, we would love to help you avoid wasting time on sites that aren’t going to bring you the results you deserve. Find out how we can help your business stand out on social media by calling or visiting us online!