Social media is critical, but it’s also misunderstood in some ways. One of those misunderstandings is which social media sites a business or individual should be on. Which social media sites are best for your brand or business?
A Quick Look at the Social Media Landscape
Social media marketing includes a myriad of potential social media sites, a vast array of ways to engage, and a medley of styles for each platform.
It’s more than just Facebook. You need to figure out which of the multitude of networks to join. Then, you need to determine optimal messages, posting frequency, cost of social media management, integration with other marketing channels, and how to make the most of the billions of people who are hanging out on social media.
To slice through the confusion, here are four questions that you should answer.
Don’t randomly join a social media network, just because someone told you to. Instead, choose intentionally by answering the four questions.
- Where is my audience?
- Where is my audience active?
- Where is my audience searching?
- What niche social media sites are right for me?
The Big Three Social Media Sites
Facebook has over 2.7 billion monthly active users, the largest of any social network. In the past decade, it has become a fixture of the daily online experience. Nearly half of all Facebook users are active each day, and they spend half an hour or more on the site.
These users aren’t only browsing profile updates or viewing photos.
Each Facebook user is connected to dozens of pages, groups, or events. That’s where you come in — your marketing efforts and Facebook presence.
Twitter is a happening place. There are more than 330 million Twitter monthly active users, and 100 million users are active at least once a day. Plus, there are more than 460,000 new accounts created every day.
Twitter is less of a lead generator than other platforms like Facebook. But it is an incredibly powerful search engine and news source. Many businesses also use Twitter to provide customer service.
Every second, two new people join LinkedIn. Now, with more than 706+ million users, LinkedIn is a force to be reckoned with.
According to Search Engine Journal, marketers love Twitter and Facebook. They leave out LinkedIn. But here’s the deal. LinkedIn is the platform for B2B marketing, not B2C marketing.
LinkedIn proudly touts its user base of professionals. Many of those professionals are connected with companies. These companies could benefit from the extra marketing love. Don’t neglect LinkedIn, especially if you’re in B2B.
Consider These Three Social Media Sites
These social media sites are huge, and I strongly encourage you to be present on them as well as the big three.
Early in its life, Pinterest got labeled as a social platform for women. At first, that was true. But now, women account for about half of Pinterest pinners, which isn’t much different from the gender slant on other social media sites. Pinterest is a place to be for any gender, any company, and any brand.
I’ve found that Instagram is a powerful way to promote both one’s personal brand and a business, too.
Instagram is a visual platform. We already know that pictures get 5x higher engagement on Twitter, and photos make up 93% of the most engaging Facebook posts. With Instagram, it’s all photos and videos. That kind of appeal is one of the reasons for Instagram’s massive popularity. Throw video into the mix, and you’ve got a social media channel that is basically addicting.
YouTube has the distinguished position of being the second largest search engine in the world. YouTube is a hit when it comes to video watching. In fact, YouTube reaches more U.S. adults than any cable network.
Some brands lend themselves to video more than others, but any brand can be successful at video marketing. A video doesn’t have to be expensive or fancy to be effective in brand promotion, but putting it on YouTube can help.
Find One Niche Social Media Site
Last, explore the niche social media landscape. You might discover that it’s an absolute waste of time, and there is zero ROI. Or, on the other hand, you might find a world of untapped potential and dozens of warm leads. It’s worth doing some exploring.
Here’s are a few sorta-popular niche sites. Forget the millions of followers and fans. Here, it’s all about a targeted audience:
- Untappd – Beer lovers
- Behance – Creative professionals
- Care2 – Green lifestyle
- GoodReads – People who love reading
- Ravelry – Knitters and crocheters
- Gentlemint – Pinterest for dudes
The best way to find your niche social site is to google it. You will find something.
The social media scene can be bewildering. But if you follow this plan, you’re going to see a higher social media marketing ROI:
- Must: Join the Big Three: Facebook, Twitter, LinkedIn
- Should: Consider: Pinterest, Instagram, YouTube
- Possibly: Find One Niche Site
As you engage in social media, you’ll discover the social nuances of your own niche. It will look different for every business, region, target audience, and personal style.
Need help with your social media marketing?
Give Dara’s Design a call today