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Social media has gained a foothold in the online world and has become an important element of many companies' business strategies. It is not surprising. Social media channels have evolved into effective promotion and sales tools and guarantee direct contact with the client. To fully utilize their potential, it is worth knowing which ones are best suited for your business and will show maximum results.
It used to be easy to choose the right social media platform. Representatives of branded companies created their own accounts on Facebook and Twitter, the most popular social media platforms at the time. Over time, new channels were added to their portfolio.
Those days are over and things are different today.
Instagram, LinkedIn, and Pinterest are all popular, and YouTube has become a leader in the ranking of the most active social networks, and it is impossible for those involved in promotion to do without it.
Today, it's hard not to notice TikTok, the fastest growing platform. This channel has every chance of becoming an additional market for brands.
Do I need to be on all social media channels?
Representatives of companies try to cover all existing social networks at once, creating a separate page on each. However, they don't have enough time to deal with them, and as a result, the activity of subscribers drops sharply.
Duplication of the same message on different channels or long pauses on pages can negatively affect the brand image.
Less is more! Create an account on several social networks, maintain these pages, fill them with useful and relevant information every day, and don't forget to communicate with your followers.
What should you consider when choosing social media channels for your company?
The available platforms differ in the type of activity, topic, and even the group of recipients. Before signing up, learn about their advantages and calculate how much money you are willing to allocate to a particular resource.
The decision to choose social media channels for your business should be based on three main pillars:
- Understanding your customers.
- Knowledge of the specifics of social media channels.
- Knowledge of the industry.
Let's take a closer look at them:
1. 1. Understanding your customers
If we were to mention only one element, it would be this one.
Let us give you an example.
Your friend is a water sports enthusiast and you've found a great travel agency that offers a trip where one of the options is to learn to surf. You want to tell him about it quickly, so you don't wait for a chance meeting, but call or write.
You know who your information should reach
By knowing which social media channels your customers use most often, you can accurately focus your communications on the platforms where your recipients are most active.
Why is it important?
If you know which networks your customers visit most often, it means that your time and money are not wasted. It's simple.
Internet monitoring tools allow you to quickly determine which resources your customers are most interested in your brand, products, or industry in general.
2. Knowledge of the specifics of social media channels
Each social platform has its own strengths and weaknesses, and as we mentioned earlier, it is characterized by the group of recipients, the subject matter, and the type of activity.
Let's take a closer look at the most popular social networks:
YouTube
A place to publish content in the form of videos. YouTube is a popular video marketing platform that is ideal for all companies with tutorials, DIY (do-it-yourself) materials, or educational content.
The advantage of the platform is that you do not need to register to be able to view its content. This has brought YouTube to the first place among search engines.
No wonder the expression "If you're not on Facebook, you don't exist" was coined. We don't know a single brand that doesn't have a profile on this channel. Facebook is an offer for companies from all sectors, which offers the opportunity to publish a variety of posts - graphic, video and text.
Facebook is often the first contact a customer has with a brand. This is being influenced:
- well-targeted advertising,
- commenting on posts,
- posting opinions on the fan page
- the ability to send private messages using the built-in messenger.
In recent years, this visual platform has been growing the fastest. Instagram is not only about photos, but also an ideal place to promote products and services.
However, in order to reach new recipients and effectively promote your brand there, you should know a few basic rules.
It is used by companies from the following sectors B2B to increase brand awareness.
The platform works as a place to quickly share interesting articles or news. It is relevant for dynamic, fast-changing companies that want to share relevant information, important news or announcements.
Like Instagram, Pinterest is another "visual" social network where graphic material is collected. The platform is dominated by cooking, lifestyle, beauty, fashion and DIY topics. Many users look for inspiration on Pinterest because it contains high-quality photos and infographics.
A business platform used for the exchange of ideas and collaboration. LinkedIn gathers experts from many industries who use the platform to attract potential customers, recruit employees, and exchange ideas in a specific industry.
3. Industry knowledge
Your social media strategy is largely dictated by the type of business you are in. For example, companies in the retail sector can benefit greatly from being active on these platforms, which are described as "visual". An attractive product presentation on Facebook, Instagram, or Pinterest allows you to maximize the product's visibility.
In terms of industry knowledge, competition is also an important aspect. Checking which platforms your main competitors are active on is valuable information when choosing the right social media for your business.
This knowledge is especially useful if you are just starting your business and are wondering which social media channels you should choose to promote your brand online. After all, it is highly likely that your competitors' customers are as active as yours.
Competition monitoring is essential not only before starting a business, but also during its operation. Constant surveillance of your competitors allows you to plan thoughtful actions that will help you avoid mistakes and thereby strengthen your position in the market.
Launching social media in business
Choosing the right social media channels is the first step to implementing an effective communication strategy. Even the best ideas for campaigns or engaging posts won't do the trick if they're published in the wrong place.
The dynamics of social media are constantly changing, so it pays to keep your finger on the pulse. The decision to choose the right websites for your company must be constantly updated, and monitoring current trends combined with knowledge of customer activity is indispensable in this case.
