With so many social media platforms to choose from, how can you be sure you choose the one that is right for your business? Spending just a little time on determining your WHY and learning more about the specific benefits, features and best-uses of each platform will help you choose the most effective social network for your business type and customer. There's no right or wrong way to choose one, it's more about the right fit for your business or organization.
Find your community
According to Social Media Examiner, wherever you find your community is where you should start investing your time and resources. Does your business cater to a certain demographic? Is your product or service better served by descriptions or photos? Does your business type already have an active social media community? The answers to these questions can steer you in the right direction.
Fewer Channels, More Focused Effort
Remember that more is not always better, especially if you're just starting out. Think quality over quantity. Pick the social media channel that resonates most with your business type and goals and then give it focused attention. On whatever channel you use, post quality content on a regular basis, check your channel frequently for questions and comments, and respond in timely manner.
PLATFORMS
1.19 billion users, need we say more? Plus Facebook is a cost-effective platform to drive traffic to your website, gather email addresses, reach a targeted audience, even check out your competition!
If hashtags are 'your thing' and you like the idea of creating a visual story for your business or brand, Instagram is for you. Keep in mind, Instagram is the only platform that is completely mobile so those users expect simple, uncluttered content.
YouTube
Stats show that social media posts that feature a video have a higher level of engagement. If you have the wherewithal to produce short videos, be sure to link them to your content and on YouTube where videos on production, usage and trouble-shooting tips are popular.
Yelp!
Retail locations, restaurants and service organizations can benefit from Yelp. You can encourage customers to provide reviews and feedback on products, services and customer service. The site allows businesses to actively respond to issues and complaints and demonstrate your commitment to customer service. It can also provide you an opportunity to do some damage control on negative reviews.
Twitter is a valuable, but time-consuming tool. It requires a committed user than can devote the required time - tweets need to be frequent and interaction with followers needs to be quick.
BUSINESS TYPES
Service
If your business offers a service, position yourself as an expert by producing high-quality, educational/ informational content that your prospective customers can access for free.
For instance, if you're a financial advisor, you can create blog content that addresses general information on key topics such as the benefits of having a will, or you can post commonly asked questions with expert information in Q&A articles. You can then post that content in a blog on your website and link then link that blog to Facebook and LinkedIn accounts. When people are in the market for an investment advisor, they'll be able to see your expertise and accessibility through the articles you've written.
Products
If you need attention for your products, traffic to your website or brick-and-mortar location, your customers will appreciate posts on product descriptions, specs and reviews. Facebook might be the ideal platform for you - it's visual and a great vehicle for customer feedback and customer service responses.
Whatever you choose, be sure to take full advantage of the capabilities including completing your business profile, adding maps, contact info, descriptions and photos.