Is a finger in every social media pie really necessary for success these days? And, is there a way for brands to gauge which social media platform is best for them? Find out more right here.

 

When social media marketing experts say that online presence is do or die for brand existence these days, it can get pretty daunting for small businesses. Unlike big corporations with huge rosters of staff, not everyone has the time and resources available to manage a social media account on every platform.

 

But, with the domination of online marketing and social media influence well and truly upon us, it is indeed vital to maintain some level of online existence. And, there are some pretty impressive stats to back this up. According to data [1] collected from 9000 brands world-wide;

 

  • 11 new people start using social media every second
  • The number of users on social media platforms has increased by 13% in just one year (2017-2018), with more than 3 billion users now world-wide
  • 88% of people aged 18 – 29 years’ use social media
  • On average, organisations manage between 4 and 10 social media profiles

 

But, how much is enough and what is best for your business or brand?

 

If you are finding it challenging to decide, use our guide below to create a checklist to help determine which platform is best for you and how to make the most of your time online.

 

Instagram

 

What:

Instagram has over 8000 monthly active users (60% of whom access the platform daily) [2] and is designed to showcase imagery and short videos rather than text or blocks of information. It is great for brands that have these visual resources available.

 

Who:

60% of Instagram users are aged between 18 and 34. Audience attention is potentially at it highest during commutes, evenings and weekends.

 

How:

Hashtags should be integrated into Instagram posts which are useful for becoming more discoverable. Links in comments and captions are not searchable. The top Instagram brands post on their accounts an average of 4.9 times every week. [3]

 

Facebook

 

What:

Facebook is a great tool for promoting brands and services of any kind. It is best equipped for Q&A’s, starting conversation and spreading posts. It is also helpful for announcements and posts that require larger blocks of text.

 

Who:

The number of users aged 65 years’ and up has increased more rapidly (an increase of 20%) than younger users over the past year. 56% of users are male with 44% female. Interestingly, 56% of users who discover a new product on Facebook say they are interested in purchasing it. This number increases to 78% for people aged 18 – 34 years. [4]

 

How:

Use additional tools like Facebook Messenger to engage with customers 24/7 via an automated chatbot. Inspire conversations and shares and ensure you respond to questions readily. Posts should be generated at least once a day (including those posts you chose to share).

 

LinkedIn

 

What:

LinkedIn is an online networking and introduction tool for business, brands and people. It provides the ultimate online link between employers and employees.

 

Who:

LinkedIn is popular among higher-income earners, business people and graduates. It is a great social media network platform for job seekers, recruiters and B2B service providers.

 

How:

Although SEO is important, create your business page with networks and contacts as primary focus. Ensure those people directly connected to your organisation are professionally-appropriate and fit your brand message. To grow your audience, you must add as many real connections as possible. And don’t be afraid to ask customers for recommendations.

 

You should include a business post at least two times each week.

 

Google+

 

What:

Keywords and SEO are the main appeal for Google+. The content posted on your page can in fact rank in search results where your website may not as each post from Google+ has its own URL.

 

Who:

Google+ is valuable for brands already active on another social media platform and with their own website, those focused on B2B networking and bloggers.

 

How:

Link your content from Google+ to your own website to direct the search boost. Use hashtags in your posts, especially when you have something of extra value to share. Google+ will also automatically create hashtags when appropriate. So, be sure to think about your keywords when generating content. You should post on this platform at least once a day.

 

Encourage your customers to review your products and services on Google+. This boosts the authority of your page and enhances your chance of ranking higher in local search.

 

When deciding which social media platform is best for your business – the most important thing to remember is you must get in the game first! Be regular, be persistent and deliver quality content.

 

If you don’t have the time to dedicate to social media marketing, get an expert social media manager on the job!

 

Social Media Mastery can provide guidance on which platform suits your demographic and generate ideas that will put you ahead of the pack. Just get in touch with our team for a quick chat.

 

Sources:

  1. Hootsuite’s Social Barometer Report 2018

2 – 4. Hootsuite: A long list of social media statistics that you need to know in 2018