Which Social Media Accounts Should My Business Have? | Integritive | NC

With so many options to get your brand on social media, where should you focus your efforts?

Your customers are on social media. Your business needs to be, too.

But with so many platforms to choose from, the question is, where should you be? With a handful of major social players and many more for niche communities, it’s easy to get overwhelmed by the options to get your business on social media.

The good news is, you don’t need to have an account on every single site. Instead, start with these questions:

This information will help you target the most effective social platforms for your purposes. It’s far more important to be active on the platforms where your customers are than to have a bunch of accounts “just because.”

Here’s a run-down of the biggest social platforms with a few of the salient pros and cons to consider as you set up your company’s social media presence.

With a reported 2.3 billion global active users, Facebook is the undeniable social media behemoth. With this kind of social leverage, it’s difficult for businesses to get around having a Facebook account.

Luckily, Facebook is well-suited for just about any type of business, from dining to retail to hospitality. The site’s many features can essentially turn a business page into a mini-website.

On the other hand, Facebook’s features are so powerful that they are quickly overwhelming and may require additional training or outsourcing to be effective.

Demographics

Good For…

Pros

Cons

Verdict: Yes

The ubiquity, ease of use, free/inexpensive promotion options and informative analytics tools make Facebook a must for nearly every business.

This popular social media site is easy to use and features an engaged user base accustomed to communicating directly with brands. B2C companies with a strong brand voice can really shine on Twitter. Likewise, the most effective brands on Twitter regularly interact with other Twitter users via mentions and retweets — which is fun but time-consuming.  

A Twitter fan can take your brand name viral; a detractor can wreak just as much havoc in an instant.

Demographics

Good For…

Pros

Cons

Verdict: Maybe

Twitter is great for quick, time-sensitive updates. If your company has a distinctive brand voice (Wendy’s is a famous example), is active on social media, has a younger demographic and is willing to quickly read and respond to tweets, then yes. If your company is risk averse or does not want to spend the time to be highly engaged, then no.

Owned by Facebook, Instagram is a visually centered social platform; status updates all require a photo or video. Like Twitter, Instagram uses hashtags, which is great for gaining followers specifically looking for products or services like yours. Instagram’s Stories feature is a popular way to post an update that disappears after 24 hours, which some companies use for promotions.

Demographics

Good For…

Pros

Cons

Verdict: Depends

Businesses that are highly visual such as artists, restaurants, travel destinations, stylists and clothing shops (to name a few) are well-served to be on Instagram. Instagram is good for businesses that want to engage fairly regulary.  Manufacturing and B2C can usually skip this one.

This platform is specifically for professional networking — no foodie photos or videos of your kid’s birthday party here. LinkedIn groups for specific industries/professions are excellent for interacting as a leader in your field or recruiting top talent. LinkedIn is good for publishing industry-specific articles and communicating company culture information. Companies with multiple employees and interesting corporate news can gain some attention here.

Demographics

Good For…

Pros

Cons

Verdict: Depends While it’s common for career professionals, corporations and job seekers to have a LinkedIn profile, the average small business does not need one. However if you are B2B in manufacturing, or are positioning yourself as an industry-leading expert, then LinkedIn may be a good fit.

Another visually centered social media site, Pinterest is the darling of recipe collectors, wedding planners, fashionistas and DIY-ers. Users “pin” pictures and videos to “boards”, or collections of pins centered around a topic.

Rich Pins and Promoted Pins give businesses powerful selling and advertising options. Although Pinterest is smaller than other social sites, users are highly engaged, more educated and boast a higher-than-average income. Notably, 87% of users have purchased a product because of a pin.

Demographics

Good For…

Pros

Cons

Verdict: Depends

This is completely dependent on the nature of your business. Highly visual companies in an industry that is well-represented on Pinterest (beauty, fashion, food, fitness, home, travel) can do very well. Otherwise, probably not.

Next Steps for Setting Up on Social

This overview can help your company narrow your online efforts, but it’s hardly exhaustive. Your company’s unique products and services, customer demographics and even regional market will also factor in to which social sites you should be active on.

Social media engagement is just as important as other forms of marketing and advertising. But with limited time and resources to do it all, many businesses need to be laser-focused on the most effective platforms for their goals.

Part of Integritive’s digital marketing strategy is to perform a social media audit to help your company use your online time wisely. We’ll determine the best social platforms for your business and give you an idea of what to post on each one. In conjunction with our audience research, competitive analysis, website audit and search engine marketing (SEM) strategy, we’ll have you positioned for social success. Drop us a message to get started with a free consultation!

This content was originally published here.