As mentioned previously, creating a website should be the first step in your marketing campaign. But once your site is up and running, one of the best ways to drive traffic to your site is with social media platforms.
But with so many social media platforms available, how do you know which one to choose? Should you create an account on just one, or do you branch out and have a presence on them all?
In today’s post, we take a look of each of the current big social media platforms to help you choose the right ones for your company.
Are All Social Media Platforms Equal?
The simple answer is no. To begin with, each platform appeals to different demographics. For example, if you are a game developer, you may want to use a platform frequented by a younger demographic to advertise your products. Conversely, if you sell a product consumed primarily by women, it would make sense to use platforms most frequented by women.
This is where market research into your customer base will pay off. In knowing who your key demographics are, you can choose social media platforms most frequented by those groups.
Another key difference between each of the social media platforms are their ability to cater to different company genres. Some platforms are better suited for business-to-consumer (B2C) type companies, while other platforms appeal to business-to-business (B2B) type companies instead.
So depending on the nature of your business and your target market you may decide to use certain platforms and opt out of the rest.
Platform vs. Platform: Which Social Media Platforms Will You Choose?
If you have a company with limited resources, it’s not a good idea to have a presence on all the platforms right off the bat. Having a proper presence on any social media platform requires time and effort. It usually requires posting new content a few times a day and responding in a timely manner to any inquiries. If your company wants a presence on multiple platforms, this work would be multiplied by the number of platforms in use.
After knowing this, it’s safe to say that most people running companies don’t have time to dedicate entire days to their social media campaigns. They have companies to run and products to sell, so their time is valuable. Therefore, companies shouldn’t spread themselves too thin by having a presence on every platform available. Being selective at the beginning and doing a good job on just a couple platforms will yield much better results for you.
Here is a breakdown of the bigger social media platforms, to help you decide which ones are right for your company.
This social media platform is a powerhouse. Globally, there are over 2.38 billion monthly active users on Facebook. The highest distribution of users are aged 25-34, with the 35-44 year olds a close second. So, if your typical customer is a member of Gen X or an older Millennial, then this is the platform for you.
This platform allows you to post text, videos and images, so it allows for marketing versatility. For this reason and its ability to add an e-commerce component, Facebook is an ideal platform for B2C companies.
The challenges for this platform are its low organic reach and that it requires 1-3 posts a day in order to be seen as relevant.
Started in 2002 and acquired by Microsoft in 2016, this is a platform geared towards the B2B companies.
With over 590 million users, this is a platform primarily used by professionals. Common content on this platforms includes company updates, job recruiting, case studies, professional networking, and whitepapers.
The biggest challenge for this platform is the infrequent use by members. Only 40% of members visit the site on a daily basis so you probably won’t see high engagement levels all the time.
With 321 million active users at the end of 2018, this platform’s claim to fame is being a go-to places for the latest news.
The largest age group that uses this platform is between the ages of 18 to 29.
The integration of the hashtag feature makes this platform great for reaching new audiences by allowing your company to take advantage of trending topics. By participating in the conversations, companies can stay in touch with their followers. Additionally, Twitter users can easily be introduced to new companies by seeing them comment on trending conversations.
One of the challenges for this platform is the number of times it is visited on a daily basis by users. According to one study, only 46% of users visited the platform every day. The other challenge is the frequency of posts needed. In order to stay relevant, companies should aim to have 10 or more tweets per day.
If your main demographic is men, this is a platform you should consider as approximately 62% of users are male.
This format is limited to video, which limits its marketing versatility but can be very engaging for users. With over 5 billion videos viewed per day, this platform has shown that consumers are interested in consuming media in this format. Although it might take more work to create, the payoff can make it all worthwhile.
Final Thoughts on Social Media Platforms
Social media platforms are a useful tool to help advance your marketing strategies. It’s important to do your target market research first and then select the platforms that best suit your goals. You don’t have to be something to everyone. You only have to be great for those who are your current and future customers.
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Jolene is a strong operations, compliance, and paralegal manager. She also loves to research and write about business as well as personal topics that help others.