Which Social Networks Should I Use?

Which Social Networks Should I Use?

Every day we get asked “which social networks should I use?”. The answer isn’t a simple one, as it all depends on your target audience and your niche. Luckily, most social networks have very defined audiences, so finding the one that’s right for your industry shouldn’t be difficult.

Just Starting with Social Media?

If you’re new to social media marketing, then you should probably pick two accounts at first. Start with Facebook and one other. Start to grow those, and when you’re comfortable with the workload, add another. Starting with lots of social media channels means you will be spread too thin.

Defining your audience.

Before we start, you will need to know who your audience is. If you haven’t already, create an audience persona of your average customer. How old are they? What job do they do? Do they have much free time? What are their interests?

Once you have created your audience persona, you can match up your average customer to the networks below.

Social Networks.

Facebook Networking

Facebook

Facebook is the dominating social media channel, connecting over 2 billion people around the world. It’s the network we always recommend as a starting point. While it can be hard to build, the payoff down the line will be plentiful.

Demographic.

  • Everyone – young, old, millennials, baby boomers, some pets and even inanimate objects.

Pros.

  • Powerful advertising system with a brilliant conversion rate and CPC.
  • Easy for people to leave reviews, comments and likes – great social proof.
  • Useful analytics system.
  • Powerful private messaging system.

Cons.

  • Organic reach is low.
  • Difficult to build.

Best Industries.

  • All business types can find success on the platform, but a little creativity could be needed.

Number of posts needed.

  • One post per day.

Twitter Networking

Twitter

The microblogging platform has had a bit of bad press lately, but they are on a mission to improve (or so we’re told). Their focus on conversation, debate and news can be brilliant for many businesses.

Demographic.

  • Predominantly under 34 years old.
  • Mostly interested in politics, pop culture or breaking news.

Pros.

  • Hashtags make it easy to engage in conversation.
  • Organic reach is better than other social networks.
  • Chronological newsfeed means posts aren’t hidden.

Cons.

  • Content heavy – an active blog is needed.
  • Most users tend to scroll quickly.
  • Engagement rates can be low.

Best industries.

  • News sites.
  • Pop culture news, music brands, or media companies.
  • Bloggers.

Twitter rarely works for e-commerce, unless you’re Innocent Smoothies.

Number of posts needed.

  • 7 – 24 post per day.

Instagram Networking

Instagram

The photo orientated platform has changed the way we see the world and has had a profound impact on how we design physical spaces for millennials. The app is growing and is perfect for most small businesses.

Demographic.

  • Predominantly under 34 years old.
  • Mostly interested in fashion, travel, photography.

Pros.

  • Great place to showcase products, company culture or inspirational images.
  • Great opportunity to be discovered organically.
  • Live video options give you the chance to interact with your audience.

Cons.

  • Very content heavy – beautiful images needed.
  • Organic reach is falling (but can be fixed).
  • Engagement and outreach are very time-consuming.

Best industries.

  • Fashion and beauty.
  • Travel agencies, hotels and tourist attractions.
  • Designers, artists and photographers.
  • Toy companies.

Number of posts needed.

  • 1-4 post per day.

LinkedIN Marketing

LinkedIn

Far more than just an online CV library, LinkedIn is a brilliant resource for networking and developing professional relationships.

Demographic.

  • Predominantly 25 to 55 years old.
  • Mostly career and sales driven.

Pros.

  • Great place for building your personal brand.
  • Perfect place to discuss business achievements, sales records and processes.
  • Designed for networking.

Cons.

  • Company pages gain little reach.
  • Little room for over the top sales pitches.
  • Time-consuming to be always ‘present’.

Best industries.

  • Any B2B industry.

Number of posts needed.

  • 3 – 4 post per week.

Infographics

Pinterest

The online pinboard is a great space for gathering ideas for later purchases. Many use the site to plan weddings, home renovations, parties and more. Bloggers often report high traffic from the social network – often higher than Twitter, Instagram and Facebook combined.

Demographic.

  • Predominantly 25 to 55 years old – predominantly female.
  • Visual, natural organisers, fashion conscious or party planners.

Pros.

  • Designed for planning purchases, so people are actively beginning their buyer journey.
  • Users often refer to information on their boards frequently.
  • Long post lifetime – pins can continue to get traffic for three or four years after they have been pinned.

Cons.

  • Time-consuming to put together images.
  • Hard to get traction to begin with.
  • Design eye needed.

Best industries.

  • Fashion, hair and makeup companies.
  • Bloggers.
  • Furniture companies.
  • Fancy dress, party or events companies.

Number of posts needed.

  • 15 – 35 post per day.

Video Marketing

YouTube

YouTube is the second biggest search engine in the world. It’s a hugely popular video network, with some very powerful tools. Many content creators gain huge dedicated followings. Others gain tremendous views from putting up useful tutorials.

Demographic.

  • Predominantly under 34 years old.
  • Visual learners, wanting to keep up with the latest news and trends from across industries.
  • Users are also there for fun, silliness and ease of use.

Pros.

  • Heavily integrated into Google, so can help with SEO.
  • Videos are evergreen, so can still drive traffic years after publishing.
  • Excellent analytics to help improve your videos.

Cons.

  • Time-consuming and sometimes expensive to get professional looking videos.
  • Hard to gain traction at first.

Best Industries.

  • All industries with the time to devote to video.

Number of posts needed.

  • One or two posts per week.

Social Networking

Reddit

The self-proclaimed “front page of the internet”, Reddit is a goldmine of information and conversation. While Reddit is not a good place to shamelessly promote your business, it can help in many ways. Running ‘ask me anything’ or ‘AMA’ style interviews, engaging in conversation and sharing genuinely helpful links can help boost your company.

Demographic.

  • Predominantly under 34 years old.
  • An incredibly wide range of interests – there is a Subreddit for almost everything.

Pros.

  • Focused on engagement.
  • Quality content is well received.
  • Helps SEO.
  • Can create a company or industry Subreddit if it doesn’t already exist.

Cons.

  • It’s mostly stealth marketing, so you need to be careful.
  • Can be hard to establish yourself into a community.

Best Industries.

  • All industries.

Number of Posts Needed.

  • Several posts per day where necessary.

Social Networking
Snapchat

The instant messenger social network where pictures disappear after a certain amount of time. Users who log in and snap every day can create a ‘snap streak’ which can get quite competitive.

Demographic.

  • Predominantly under 25 years old.
  • Loves friends, selfies and having fun.

Pros.

  • Can market directly to Gen X and Gen Z.
  • Content doesn’t need to be ‘quality’.
  • Best for showing company culture.

Cons.

  • Difficult to gain traction.
  • You need to be able to appeal to under 25’s to be able to target them.

Best Industries.

  • Industries that markets to young people.

Number of posts needed.

  • Several posts per day where necessary.

Chose your social network wisely, and you will be rewarded. Social networks can have high ROI, but you need to stick with it and do it properly. With a Social Media Management agency by your side, your social media can do amazing things. Get in touch today to discuss your options.

 

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