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Which social media platform is best for your business?
  • 19 January 2016
  • Elvis Michael

Which social media platform is best for your business?

Small business owners have a healthy number of social networks they can use to post content and connect with customers and prospects. However, each of the various platforms have their own strengths and weaknesses, demographic makeup, interfaces and presentation -- which means the ideal social media primarily depends on factors relating to the specifics of your business. Here are several things to consider about the top social platforms:

With its impressive user base, any business might be instantly inclined to jump into Facebook thinking it’s the best way to reach the greatest number of people. Facebook users’ average age is higher than some of the other popular platforms and many of these individuals use Facebook mainly as way to keep in touch with friends and family. That said, creating and maintaining business pages on Facebook is easy. If your business focuses on family-based products, Facebook might prove an ideal choice to gain customers, though achieving maximum results might require you to invest big dollars on a comprehensive Facebook advertising campaign.

Though LinkedIn is a marketplace for employers and job seekers, it may not be ideal for every business. Because it hosts a vast number of educated professionals striving to improve their work status (or in some cases, start a business of their own) LinkedIn is more important for companies engaged in business-to-business (B2B) services. This focus might make LinkedIn less suitable for companies offering sports, entertainment or other consumer products.

Pinterest and Instagram
Pinterest and Instagram occupy a unique position in social media due to their clean, visual presentation. They are trafficked predominantly by people looking to view images and be inspired by a particular person, company, niche or interest. Pinterest allows page creators to categorize photos into albums, allowing for beautifully customized showcases that you can link back to your company website.Does your business market based on the beauty of its products? Do you offer wedding dresses, paintings, produce, automobiles, antiques or other visual-centric products? If so, maintaining a Pinterest and Instagram presence is imperative.

Twitter is best known for delivering timely, to-the-point information. Its 140-character limitation requires that updates be succinct, which caters to the ever-decreasing attention span of the platform’s users. Ideal businesses for Twitter are those that can deliver a timely summary of facts or useful information, such as news blurbs or statistics. Additionally, Twitter’s limitations leave little opportunity for complex messaging or the forming of strong personal connections, so as a small business owner your activity should center on bringing followers to your website along with quick announcements of major events and happenings.

While each of the social media networks has the potential to reach different portions of your target audience, focusing your energies and becoming active on the most appropriate platforms can help you improve business relationships and achieve the higher engagement levels that improve your bottom line.

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