What Social Media Platform to Use for Your Business and When

Author
Elke Farnworth
Date
May 7, 2020
Category

MANY BUSINESSES ARE REALISING THE IMPORTANCE OF ONLINE PRESENCE, AND A LARGE PORTION OF THOSE BUSINESSES TAKING CARE OF IT IN HOUSE, WE HAVE SEEN SOME MISINFORMATION AND MISINTERPRETATIONS AROUND THE ROLE EACH SOCIAL MEDIA PLATFORM SHOULD PLAY IN A SOCIAL MEDIA STRATEGY.

Unfortunately, there is no one-size-fits-all instruction manual, so instead, we will guide you in the right direction by, A. taking you back to marketing strategy 101 and, B. listing out the basics of each platform so you can join the dots.

You should also note that social media should just be one part of your overall business strategy. It should be there to support everything you are trying to achieve.

WHO IS YOUR AUDIENCE?

Seemingly the most prominent marketing question, but it's because it's actually very important. If you don't know who your audience is, you're at high risk of any marketing activity you do being a total stab in the dark. Who your audience is, directly relates to what social media platforms your business should be using, and how to use them. Especially age, gender, interests and social-economic status.

WHAT ARE YOUR OBJECTIVES?

Remember that goals, are your overall business goals and they can (and probably should) happen in stages, depending on how new or established your business is. Here are a few common goals to consider;

  • Build brand awareness
  • Establish social proof
  • Grow your audience
  • Generate more enquiries
  • Increase online sales
  • Increase foot traffic

Objectives should be the nitty-gritty break down of each goal, and serve as a beacon or guiding light. They can indicate whether you are on track or be used to set KPI's. They will be ever evolving and should not be pulled out of thin air, but rather developed from key insights to past results, or industry and competitor research.

Some objectives might be relevant to multiple goals

Here is an example;

Objective: Gain 100 followers on Instagram and 200 followers on Facebook in 30 days.

contribute to these goals:

  • Build brand awareness
  • Establish social proof
  • Grow your audience

Now that you have your audience goals and objectives defined, you may now use the below insight on the top five social media platforms to be able to make informed decisions on where your business should be, and how you should be using it.

FACEBOOK

Must have for all businesses. Suitable for B2B* or B2C purposes, and can help you reach any audience type. You will see the best results from your Facebook when your content is consistent with your business and focussed on your goals and target audience. Remember that engagement is vital, the more engagement you have, the further the reach, so make sure the content is engaging.

BEST FOR ACHIEVING THESE GOALS:

Generating awareness

Growing your audience reach

Creating social proof

Setting the tone and personality of your business

Connecting with your audience

Keeping your audience informed

Communicating with your audience how they do business with you

Potentially** increasing sales

USER STATS:

% of population that uses the platform

75% of females

63% of males

Majority users aged between 18-64

Balanced number of users in each income bracket

Balanced number of users in each education level

TIPS

Use a clear call to action in every post of what you want your audience to do, visit your website, call, email… and make sure to include links or phone numbers to accompany this. Mix up your content, use a variety of videos and imagery to help with engagement. Be sure to reply to and like comments as quickly as possible. The more you engage with your audience, the more they will engage back.

Don't dismiss Facebook for B2B purposes. Remember that business owners are Facebook users too. LinkedIn is not the only way to reach a business audience. It is a great way to share information that is valuable to your target businesses.

We say 'potentially increase sales' as this should not be one of your main goals with Facebook content. People use Facebook to look at and research things and help you achieve the above listed goals, which all incidentally work in your favour for gaining sales.

FACEBOOK ADVERTISING

As you would a billboard, Facebook Advertising allows you to purchase advertising space on users Facebook and Instagram newsfeeds. It has highly advanced targeting and goal possibilities. So, along with your organic content strategy, if generating sales is your number one goal, Facebook Advertising can be an effective way to achieve this. Read more about Facebook Advertising here.

INSTAGRAM

Similar to Facebook in that it will help you achieve similar goals, although the way people use it and the demographics vary, which means your actions should too. The platform is highly visual, and a lot of users look to it for inspiration and entertainment. It is mostly suitable for B2C. Instagram will give you the best results when your imagery is eye-catching, relevant to your audience, and true to your business personality goals. Similar again to Facebook in that engagement is key, although Instagram also has the beauty of Hashtags - where you include these on your posts, people will be able to find them in explore searches.

BEST FOR ACHIEVING THESE GOALS:

Generating awareness

Growing your audience reach

Creating social proof

Setting the tone and personality of your business

Connecting with your audience

Keeping your audience informed

Communicating with your audience how they do business with you

Potentially** increasing sales

  • USER STATS:

    % of population that uses the platform
  • 43% of females
  • 31% of males
  • Majority users aged between 13-29
  • A higher concentration of users based in urban areas, than in rural
  • Balanced number of users in each income bracket
  • Balanced number of users in each education level

TIPS
Use popular hashtags related to your business and post.

Include links in your bio so people can easily access where they can do business with you.

Read this article on How to Organically Grow Your Instagram Following

LINKEDIN
Known as the social media platform for business, LinkedIn is the perfect space to network and prospect online. It is definitely more suited to B2B businesses then B2C, although it is also a place for individuals to sell themselves to potential employers or partners. A high concentration of LinkedIn users are the decision makers for businesses, so positioning your content to appeal to these people is key to being successful.

BEST FOR ACHIEVING THESE GOALS:
Generating awareness

Growing your audience reach

Growing your personal network

Giving your business professional credibility

Connecting with your audience

Keeping your audience informed

Communicating with your audience how they do business with you

Generating leads

Prospecting

USER STATS:
% of population that uses the platform

24% of females

29% of males

Majority users aged between 30-64

A higher concentration of users based in urban areas, than in rural

A higher concentration of users are in a higher income bracket

A higher concentration of users have higher education degrees

TIPS
If you are a B2B seller, let this be a part of your social media strategy but not the whole.

Be sure to mix in relevant information to your industry that is not directly related to a hard sell, and this will help build credibility.

Use your personal account to actively reach out to your audience by connecting and commenting. This is a great lead generator and gives you control over growing your audience and network. Having relevant content on your businesses page will give the connection more credibility

TWITTER
Indeed not as dominant in Australia as what it is in the US, although Twitter still has its place in the social media world if it fits your business and audience. It should be used for in the now, fast news and information. It is best suited to B2C businesses that can leverage sharing information that starts conversations as a sales tactic. If you share the right information, this is the kind of platform where you could go viral, the dream of anyone wanting to boost their awareness.

BEST FOR ACHIEVING THESE GOALS:
Generating awareness

Growing your audience reach

Connecting with your audience

Keeping your audience informed

Communicating with your audience how they do business with you

Developing the tone and personality of your business

USER STATS:
% of population that uses the platform

21% of females

24% of males

Majority users aged between 18-30

A higher concentration of users based in urban areas, than in rural

A higher concentration of users are in a higher income bracket

A higher concentration of users have higher education degrees

TIPS
Use teasers to get the audience to click through to your website

Start a hashtag trend (stick to just one leading brand one, and one per campaign)

Get creative and don't be too obvious, this is the platform that you want to keep your audience on its toes

Seriously check out what some big players in your industry are doing and somewhat copy, if it's working with the audience, pick it up but with your own brand personality and style.

PINTEREST

Just to make Pinterest an even more of a black sheep in the social media club, they are making strides in developing their e-commerce like Marketplace and making statements like 'we are not a social media platform'. Nevertheless, it is still an online platform that is free and could be beneficial to be present with your business. Content on Pinterest will work best if highly relevant, inspiring and 'saveable'.BEST FOR ACHIEVING THESE GOALS:

Generating awareness

Growing your audience reach

Setting the tone and personality of your business

Keeping your audience informed

Potentially increasing sales

USER STATS:
% of population that uses the platform

42% of females

15% of males

Majority users aged between 18-50

A higher concentration of users are in a higher income bracket

A higher concentration of users have higher education degrees

Balanced number of users based in urban and rural areas

So, there you have it! As always, we are here to help so book in for a free phone consultation to discuss how we can implement your social media goals.

Bye!

Madi

crossmenuchevron-down