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Be more social

by | Jun 6, 2018

Which social media profiles should you be using for your business?

It is now widely known that social media is a necessary marketing tool that every business needs to use in order to stay visible and relevant. 92% of marketers say that social media has helped increase exposure for their business!

So, starting off on social media can often be a difficult and laborious task, it’s not as simple as just choosing a platform and sticking with it, you need to weigh up your options, and what’s right for you. So, we’ve rounded up our top 4 ways to help you figure out which platforms you need to be using.

1/ Goals – what do you want to get out of social media?

You want to set yourself some specific social media goals that will help you stay centred and focused on the task at hand. Your goals help you choose your platform, the content you use and your audience. So, what are your social media goals? Increasing brand exposure and perception? Learning more about your audience and what they want? Improving your customer service? Increasing the opportunities your audience have of finding you?

2/ Audience – what channels do your audience use?

Depending on your audience’s demographics, they’ll be using certain social media platforms, which in turn, will determine what platforms you need to use. There are a number of ways to find this out, whether it’s through web research, customer surveys or checking the Pew Research Centre.

3/ Content – what content do you typically create?

Different social media platforms are best used for different types of content, so you’ll really need to consider how your content and platforms will work with each other. For example, if your company i­­s very visual, with lots of photographs, graphics and videos, you’d be best suited to a platform like Instagram. If a lot of your content in textual like whitepapers, Twitter or LinkedIn would work best.


4/ Pair the above together with the right platform…

After you’ve tackled the steps above, you should be able to correlate the results (Goals, Audience and Content) with the right social media platforms.

So, which one(s) will best meet your needs?

Twitter – a young-orientated social media platform, with most users under the age of 50, who like immediate updates like announcement, messages and in-the-moment posts. The platform is best for easy-to-read typographical content, which is supported by images and videos.

Facebook – 2 billion monthly active users (61% are Americans), between 25 and 54. Important for lead generation and building relationships, it’s also best suited for turning those leads into loyal followers and customers. Well suited for reaching large numbers of people, with many different content types.

Instagram – like Twitter, Instagram is a young-orientated social media platform, with 55% of users between the age of 18-29. This platform is a very visual one with use of photographs, graphics and videos. It’s important to keep it interesting, don’t force content out, it needs to look natural and flow well.

LinkedIn – This platform is very business-focused, often useful for building business to business relationships and generating leads. It has a pretty even spread for age demographics, the biggest range (32%) of users are 30-49 years old. Ideal for editorial and article content, especially with industry leading and cornerstone content, engaging your users in relevant conversations.

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