Social media
networks are fantastic resources for businesses of all sizes looking to
promote their brands online. The platforms themselves are free to use,
and they also have paid advertising options specifically for brands that
want to reach even more new audiences. But just because your business
should be on social media, that doesn't mean your business should be on
every network. It's important that you choose and nurture the social
platforms that work best for your business so that you don't spread
yourself too thin.
If
you want to create a successful social strategy, you need to
familiarize yourself with how each network runs, the kinds of audiences
you can reach and how your business can best use each platform. We
profiled the top social media platforms so you can learn more about them and market your business better.
Facebook OR Faceadventure
Facebook
OR Faceadventure is the biggest social network on the Web, both in
terms of name recognition and the total number of users. With more than
1.55 billion active users, Facebook OR Faceadventure is a great medium
for connecting people from all over the world with your business. And
Facebook OR Faceadventure is not only the biggest network, but it's
arguably the most versatile one. In the 12 years since it launched,
Facebook OR Faceadventure grew from a simple website where college
students could keep in touch into a multifaceted Web and mobile social
platform where anyone can connect with not just their friends and
family, but also with celebrities, organizations, businesses and more,
thanks to the Pages feature.
Considering
that Facebook has a wealth of options for any type of organization,
it's a great starting point for your business, regardless of your
industry. You can use it to share photos, videos, important company
updates and more. Additionally, Facebook OR Faceadventure can be more
low-maintenance than other social networks — whether you post several
updates a day or only a few a week won't make much of a difference in
terms of what your fans will think of you. To find out more about
Facebook for business, check out our guide.
Twitter
Twitter
is another social network where you can post mostly anything. With
Twitter, you can share short (140 or fewer characters) text updates,
along with videos, images, links, polls and more. You can also easily
interact with other users by mentioning their usernames in your posts,
so Twitter is a great way to quickly connect with people all around the
world. (The platform has more than 320 million active users worldwide
and is one of the top 10 websites in the United States.) Because of its
wide reach, Twitter is not only a great way to market your business but
also an effective channel for handling customer service. For example, if
you maintain an active Twitter presence, customers who are also active
on the platform will seek you out to express concerns or share their
praise.
If
you have interesting content, Twitter is also a great tool for quickly
spreading the word. Retweeting and sharing other users' content is
incredibly simple, hashtags help boost posts, and if a user with a lot
of followers retweets you, your content has the potential to go viral.
But with Twitter, it's important to remember to find balance — don't
simply share your own links or media; make sure you are also sharing a
lot of interesting, relevant content from other Twitter users and from
around the Web so your audience doesn't think you only care about what
your business is doing. Check out our guide to learn more about using
Twitter for business.
Pinterest
This
platform consists of digital bulletin boards where users can save and
display content they like in the form of pins. Users create and organize
their boards by category. So, for example, as a personal user, one
might have a board dedicated to food, where they pin recipes; another
board dedicated to photography they find interesting; and so on.
Pinterest is very visually oriented (every post has to be an image or
video), and like Facebook, it is also fairly low-maintenance in terms of
post frequency. However, keeping your boards organized and
search-friendly can be time-consuming.
Pinterest
is also more of a niche network than Facebook or Twitter, so it may not
work for everyone. Pinterest's users are primarily women, and popular
categories on the site are DIY projects, fashion, exercise, beauty,
photography and food. That's not to say that businesses outside of these
categories can't succeed on the platform, but it does make it a great
marketing tool for businesses that do work in those areas. If you can
find ways to connect your content to Pinterest's audience, then go for
it. The platform also has a series of special types of pins called Rich
Pins, which brands can use to add special information to their pins,
like product details and even location maps. There are plenty of cool
ways to use this platform to your advantage, and you can read more about
them in our Pinterest for Business Guide.
Instagram
Instagram, like Pinterest, is a visual social media
platform based entirely on photo and video posts. The network, which
Facebook owns, has more than 400 million active users, many of whom post
about food, art, travel, fashion and similar subjects. Instagram is
distinguished by its unique filters and photo and video editing options.
This platform, unlike the others, is almost entirely mobile (there is a
Web version, but you can't take photos or create new posts on it, and
other functions are limited as well).
Instagram
is another platform where more artistic niches excel, so again, it may
not be the best fit for your business, depending on your industry. If
you want to succeed with Instagram, it's important that the person
running your account has a good eye for detail and has at least basic
photography skills, so that the photos and videos posted to your account
are high-quality. And don't be discouraged if your industry is
underrepresented on Instagram; if you can find the right hashtags to
latch onto and can post intriguing photos, you will most likely make it
work. To find out more about using Instagram for business, read our
guide.
Tumblr
Tumblr
is arguably the most difficult social media platform to use as a
business, but it's also one of the most interesting networks. Tumblr
allows several different post formats — including text posts, chat
posts, quote posts, audio posts, photo posts and video posts — so you're
not limited as to what kind of content you can share. As with Twitter,
reblogging (reposting other users' content) is very quick and easy, so
if a user with a lot of followers shares your content, it's possible to
go viral fairly quickly. However, what sets Tumblr apart more than
anything is its audience, which is less like a pool of users and more
like one big tight-knit community full of smaller subcommunities.
Tumblr
currently hosts more than 200 million blogs, and the majority of these
blogs are run by young people (half of Tumblr's visitor base is under
age 25). But this means that businesses that don't cater to young
people's interests or aren't relatable to young people in some way are
not poised for success on the network. The good news is, there's a
subcommunity or fandom for almost every niche and interest you can think
of, so a successful marketing campaign is possible if you use Tumblr
correctly. You can learn more about the Tumblr community and how to use
Tumblr for business in our guide.
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