Choosing The Right Social Media Platform for Your Business
Many marketing departments have a cookie-cutter process for sharing content on as many platforms as possible. Fortunately, there is a better way.
We all know that it’s a good idea to be active on social media as part of our marketing efforts. But too often, the way we do that is like throwing spaghetti at a wall, hoping some of it will stick. Instead, more effective use of your marketing time and money is spent on the right platform. But how do you choose the right social media platform for your business?
Why Do You Have to Choose?
It might seem like more platforms are better for your marketing, but as in most business efforts, the Pareto Principle explains why you should choose 2-3 social media platforms rather than try to use them all. You are probably familiar with the Pareto Principle, commonly referred to as the 80-20 precept. It states that 80% of your outcomes result from 20% of your efforts.
The important takeaway for this is that you become far more efficient (thus profitable) if your figure out which efforts give you the most benefit. So focus your energy on those things.
Not All Social Media Platforms are Created Equal
For example, retirees, stay-at-home parents, and 15-year-olds aren’t likely to be on LinkedIn. Likewise, Tik-Tok isn’t the ideal place to look for employees. And Pinterest is a far better place to find craft ideas than Facebook.
As a social media consumer, you likely know which platforms you enjoy and for what qualities. Yet, many marketing departments have a cookie-cutter process for sharing content on as many platforms as possible. There is a better way.
What Audience Do You Want to Reach?
It’s essential to be very clear on who you are trying to reach. So, for example, if you are a fitness company for women over 50, and your goal is to find clients who want to take classes, you wouldn’t target men in their early twenties. And who you are targeting matters because you can then use the social media platforms where they are most active. So here are some broad statistics on this demographic:
75% use Facebook
63% use YouTube
By Age—Adults 50-64
70% use YouTube
68% use Facebook
It’s important to use platforms on which your audience will practically stumble over you each day. For example, looking at gender and age alone would indicate that Facebook and YouTube are where a fitness company for women over 50 should be spending their social media efforts. But it is more complicated than that.
What is the Tone and Personality of the Platform?
Does it match the tone and personality of your company? And what are some of your company’s broader goals? For example, if you want to find clients who want to take classes, you can go the Facebook route, maybe posting an encouraging post or a mini-lesson each day to give potential clients a taste of who you are. But what if you want to build a community? You can start a Facebook group for that community. Or you could venture into the realm of Tik-Tok, which is known for its strong communities.
Do You Have the Skills to Match the Needs of the Platform?
Depending on which platform you use, you will need to have specific technical abilities to take advantage of its benefits. For example, to have a successful account on video platforms like YouTube and Tik-Tok, you need to have a charismatic personality that comes across well on camera, decent video taking abilities and equipment (newer smart phone’s work for Tik-Tok), and the ability to edit video well. In addition, LinkedIn requires the proper use of keywords. And for any social media platform, you should understand the unique algorithm that favors one type of content over others.
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