Whether you’re just getting started or wanting to reorganize your brand’s social media presence, you may be tempted to create accounts on all the top platforms to maximize your social reach. However, this is a huge waste of time, and it frequently results in dead profiles. As time goes on, it will become clear which of the platforms will be most successful for your brand, and the remaining profiles will likely be forgotten and left inactive.
Dead social media profiles may give potential customers the impression that your business is unreliable, out of touch, or – like a store with no lights on – closed down entirely. Any of these scenarios will likely lead to a loss of conversions and increased traffic to your competitors.
In order to avoid leaving a trail of inactive accounts, it’s important to decide early on which social media platforms your business is best suited to, and stay consistent and active on the few that will most contribute to your success. That’s why Triangle Direct Media has put together these tips to help you decide which social media platforms are the best fit for your company:
Identify your target demographic
Before building your social profiles, evaluate who you’re trying to reach and use the platform of choice for that demographic.
With over 1 billion daily active users, Facebook is nearly universal these days, making it a pretty safe bet for businesses with almost any demographic – from young teens to senior citizens.
However, other social platforms like Twitter and Instagram are most popular among younger and more tech-savvy users in their teens and 20s. If you’re trying to reach an older demographic, these platforms are probably not the best use of your resources.
Pinterest, on the other hand, is more likely to be used by women aged 18-40, and LinkedIn is most often used by college students and business professionals.
Evaluate the products or services you offer
Each social platform is better suited to market different types of products and services.
If you offer visually appealing products or create a lot of graphics, consider showcasing your items on one of the more image-based platforms, such as Instagram or Pinterest.
Pinterest is also of particular relevance to the ‘planning’ industries (child rearing, weddings, cooking, etc.), fashion, beauty, and home decor businesses, and products that are used in crafts or other DIY initiatives.
Alternatively, if your products or services are more focused on B2B, skip those platforms and check out LinkedIn, where you can market directly to more business-minded peers in a more professional environment.
Consider the amount of time and effort you can dedicate to maintaining your social channels
Some social media platforms take more work or time than others. For instance, you wouldn’t want to be on Pinterest if you don’t have time to regularly upload your products to your account and repin curated content. Fast-moving Twitter requires constant engagement in order to stay relevant – just checking in every other week will potentially lose you fans and customers.
Likewise, highly visual platforms like Instagram require frequent real-world photography, video, and other graphics to be successful. You can’t simply ‘gram that stock photo from your website and expect anyone to be interested – after all, if they wanted to see that they’d just look at your website! You need to be able to dedicate the resources to taking new and engaging pictures regularly.
If you’re still not sure about which social media platform is the best fit for your business, or if you would like assistance in managing your social profiles, get in touch with us at Triangle Direct Media to see how our social media team can help!