Which Social Media Should I Use for My Business?
Use the social media platforms that meet these criteria:
- You can effectively manage the platform along with the others you choose.
- Your core audience is present – and ideally, dominant – on the platform.
- The content you want to share is compatible with the platform.
- The business results you get from the platform are worth the effort. (This one takes time to figure out.)
Determining the must-have social media accounts for your business depends on your audience and goals. Just remember: You don’t have to do it all. It’s better to select one or two platforms to excel in, versus overtaxing your resources by being somewhat active in five or six.
Check out our video to get details about the factors you should consider. Then keep reading to see pros and cons of popular social media platforms.
The Benefits of Social Media Marketing
Here are the benefits of using social media to market your business:
- Brand Awareness and Recall – When your audience reads copy written in your brand voice and sees visuals with your brand’s look and feel, they will be become familiar and begin to trust your business. Even if they scroll past your content quickly, they’re reminded that you’re there whenever they’re ready for you.
- Lead Generation – By liking your business’s page or following your content, users express interest in your company in a low-effort way. Eventually, you can entice them to click to your website and provide their contact info. You can also use social media advertising with lookalike audience targeting to reach people who are similar to your followers.
- Communication – Social networks are communication channels where users can interact with your business directly. Using social media is your chance to prove your brand’s trustworthiness and overall value. All you need to do is engage your audience and respond to them appropriately.
- Social Listening – Through customer reviews, comments, private messages and shares, you can see for yourself how your brand is being received and talked about. Analyze your account manually to see these insights, or use an extension for additional social listening functionality. Then use the information to improve your business!
Choosing the Must-Have Social Media Accounts for Your Business
Every social media platform offers different features and layouts. We’re giving you the breakdown of all the top social media platforms so you can effectively answer, “Which social media platforms should I use for business?”
We’ve included notes about:
- Platform pros and cons
- Which platforms typically resonate with certain audiences
- Which platforms are most appropriate for B2B vs. B2C business models (In general, LinkedIn and Facebook work best for B2B, while all platforms are fair game for B2C.)
Let’s jump right into it!
If you’re just getting into social media marketing for your business, regardless of business model, we recommend starting with Facebook. Your business’s Facebook profile can function as a small snapshot of your website, featuring useful information such as your contact information, hours, location and upcoming events. Many other social platforms don’t let you include this much detail!
Facebook is a fairly low-effort social media platform compared to some others because you are not expected to include visual content with each post. However, we still recommend using photos, video and graphics so you can turn more heads. You’ll do well for yourself if you add in some fun, share-worthy content for brand awareness.
As the second most-visited site on the internet, YouTube is a high-volume social network as well as a search. In addition to boosting your rank in Google search, YouTube has the potential to generate high traffic volumes. YouTube content is highly linkable and shareable, integrating extremely well with other marketing such as other social channels, content marketing strategies and email campaigns. YouTube takes a lot of resources, though, as it’s highly important for businesses on YouTube to regularly create video content to stay relevant on the network. That content can come in many forms – from webinars to explainer videos. Just make sure that you have the resources to produce great video content before you invest too much in your YouTube social media strategy.
YouTube is a good platform for B2C brands to invest in because more U.S. adults are on YouTube than on Facebook. Users watch YouTube videos to learn new things, watch news and follow their favorite content creators. Take this opportunity to establish your brand as one of those top content creators by showing off your brand’s personality and services.
If you’ve never dabbled in Reddit, it’s time to get acquainted with a strong, allegiant audience. Reddit is a social news and entertainment platform where mostly younger users post content to sub-communities (called subreddits). The most popular content is pushed to the front page, where the best content from all the subreddits is viewed by the masses (think: Quora). Use subreddits to segment your audience, promote deals and interesting news in the right communities, and employ customer service by managing your own brand’s community.
As the top-rated social network for B2B lead generation, LinkedIn is all about networking with your connections to promote your brand. By publishing valuable content on your LinkedIn page or by sharing existing content that’s relevant to your brand, you can foster connections. On LinkedIn, your business takes part in a conversation with other industry thought leaders. You can also join LinkedIn Groups that align with your business to discover connections within your industry.
Here’s some extra insight about LinkedIn marketing from Tessa, one of the people behind the Oneupweb social media accounts:
“LinkedIn is a network already built for professionals looking to interact with businesses. Encourage employees to engage with the platform. Your business page can share their personal statuses, which is a great way to reach new audiences.”
Twitter is a network where you can post business updates, recent news and more. The use of relevant hashtags can build your posts’ momentum. While you may not think of Twitter as being great for business, it can be! Several large B2C companies such as Burger King, Old Spice, Charmin, Netflix and others regularly pour their creative energy into Twitter. Why Twitter? Because of the potential for content there to go viral. With thousands of retweets and likes, these brands have been catapulted into the timelines of thousands of users. By successfully matching the witty tone of the rest of Twitter, your company could do just what these brands have done.
The main con? Succeeding on this platform can be time consuming.
With more than 100 million users, Pinterest is a highly underrated social network. On Pinterest, users (majority female) “pin” clickable images that lead back to a company’s website. From wedding planning to home improvement tips, Pinterest is a great platform for “how to” and “inspiration” content. Since Pinterest is photo-forward, you should focus on using beautiful, clean visuals to entice users to pin your content. It also helps to make your full channel have a cohesive aesthetic.
Using a high-engagement network with brand-loyal followers, your business can succeed on Instagram. As a highly visual platform, this social network is best for highlighting your products using photo and video content. So if you don’t have the resources to make content like that, you may want to steer clear.
By using hashtags, your business can be discovered as users browse topics related to your brand. While your brand’s content needs to beat the tough algorithm on Facebook to reach your full potential audience, on Instagram, your content will appear alongside content from the user’s friends and peers.
While initially conceived to send quick photos and videos between friends, Snapchat has evolved to be a social network that can be leveraged by businesses – mainly B2C. Post to your story, and create filters for events, promotions or simply everyday brand awareness. Show behind-the-scenes content to give your customers a sense of exclusivity. As Snapchat’s mostly younger users swipe through their friends’ stories, they’ll also find yours right there with them. Have a partner with a large following? Consider doing a Snapchat takeover and spending a day or two communicating with their audience.
These are the 9 questions to ask any social media agency before hiring them.
How to Manage Multiple Social Media Accounts for Business
When all is said and done, the social media network that you can maintain is the right network for your business. Maintaining a presence across several social channels will help you reach a more varied audience – but only if you have the bandwidth to post relevant, inventive and engaging content regularly. Want to know how you’re doing? Download our social media audit checklist for free.
If you need help creating dynamic content for social – and perhaps adding a platform or two to your marketing strategy – check out Oneupweb. From robust content calendars to social media management, we provide any level of support our clients need to make their marketing powerful.