The evolution of digital marketing has been witness to one of the greatest social shifts in the history of the Earth. It’s no exaggeration to say that social media’s rapid rise has revolutionised the way we communicate and consume information. Across the plethora of platforms now available to users, we share happy moments, brag, complain, contact celebrities, sell, buy and more.
As business professionals though, we have to detach ourselves from our personal social media habits and identify which platform works best for the need of the business.
Twitter is certainly the most diverse of all of the social media platforms, with benefits to both consumer-facing businesses and B2B enterprises. In theory, Twitter can be the most direct method of communicating with an audience, with users able to target specific users. It’s real time nature, however, also means that it can require the greatest amount of management, particularly if your product or service is susceptible to complaints. Building a relevant audience on Twitter is also a task that requires less financial output than other similar platforms, with more traditional methods of targeted engagement nullifying much of the need for advertising. Having said that, Twitter advertising is an excellent tool in terms of targeting and speedy growth.
Facebook is the most popular and widely used social media platform in the world, and it is used across a varied range of demographics, so in terms of quantity is potentially the best platform out there. However, business professionals need to balance the question of why they choose to use it. For consumer-facing companies, Facebook can be a great platform to share their product and invite fans to share experiences, good and bad. However, B2B companies have to consider what benefits can be gained from using Facebook. The platform is first and foremost a fun tool, with games and fun content abound, businesses have to identify whether Facebook users are really going to be looking for their product. Facebook’s advertising platform is a great service for targeting only the most useful user.
As a B2B tool, or a professional platform, there is nothing better than LinkedIn. Users are actively looking to do business and share their professional life on this platform. There is a phrase in social media marketing called ‘fishing where the fish are’, meaning to identify the most relevant users in the right places. LinkedIn offers the best place for business owners to fish and a personal profile as well as a company page can be of huge benefit for identifying your targets. For consumer-facing businesses looking to sell consumer goods however, it may be worth looking elsewhere.
There is no doubt that Instagram is one of the most important, growing platforms available on the social market. The refuge of celebrities and fashionable retailers, Instagram is an excellent and exciting consumer tool. Playing to customer’s visual senses, Instagram’s generous selection of filters can add real touch of class to products. As a B2B tool, Instagram offers little benefit.
The second biggest search engine (owned by the biggest) is in fact YouTube, and we cannot get enough of watching and sharing videos on this platform. YouTube can have benefit to both B2B and consumer-facing businesses, although the most obvious connection is with the latter. The patterns behind viral videos are frankly bizarre, with videos such as ‘Charlie Bit My Finger’ and ‘Leave Britney Alone’ being two of YouTube’s most watched videos. However, there are some rules to creating successful videos on the YouTube platform that can ensure views, see our tips here.
To see how StrategiQ can help with your social media strategy, get in contact today.