A lot of companies want to be present on every social media platform. It is almost impossible to do this, or at least to do this well. For every industry and type of product and service, there are dominant channels to be present on. It is all about quality and not about quantity. You should ask yourself a few questions before you determine on what social media channels you want to be present.
- Where and who is your target buyer?
- Where are my target buyers active on?
- Where are my target buyers searching?
- How many channels can I perform properly?
Where and who is your target buyer?
First of all, there is a difference between B2B and B2C companies. LinkedIn is used primarily for business networking, job searches and B2B marketing. For a B2B company a social media platform like this is important. Facebook and Instagram (and Snapchat) are primarily used for personal use and more consumer-focused. For a B2C company these are very interesting social media platforms. Of course, a B2B company should also consider to be present on these platforms. Twitter is an interesting hybrid with active usage by everyone, from teenagers to famous athletes and from actors to professionals. Companies use it to reach both consumers and businesses. Another, maybe a slightly underestimated social media platform, is Google+. Google+ is not a social network to be forgotten or summarily dismissed as “just another social network”. It is a powerful algorithmic factor as well as a large audience forum.