For any business, having a presence on social media is essential. However, many businesses don’t know how to use social media for marketing effectively or how to engage with their audience.
This article will discuss the various aspects of social media marketing for businesses, including the ins and outs of posting on various platforms, the advantages and disadvantages of each platform, and tips on how to use social media for marketing effectively.
There are multiple reasons you should post on social media besides having a presence. First, the reach that the platform provides can be invaluable. 4% of consumers prefer to see advertising on social media, while 56% prefer to see it on traditional advertising channels (such as television and the internet). That means your social media posts can potentially reach a large audience who might not have heard of your brand or service otherwise.
Additionally, consumers prefer to see brands on social media instead of traditional advertising channels. 40% of consumers prefer to see brands post on social media rather than advertise on television or the internet. While this is not a guarantee that every post will be effective, it does indicate that brands can gain an advantage by being present on social media.
Moreover, consumers increasingly use the platforms to research brands before buying them. 22% of consumers have used social media to research a product or service, and 14% have used it to learn about a brand or company.
Now, let’s discuss the different types of social media channels. As we mentioned, you can’t have a business presence on social media without having some sort of channel. The key is to find the right channel for your brand. If you don’t have a marketing person, this can be difficult. However, once you have a brand manager or digital marketer on board, it’s easier to find the right channels and create content for them.
Here are the major types of social media channels and what each one is used for.
-
Facebook
Facebook is the most popular social media channel, with over 2.91 billion monthly active users. It is also one of the most effective channels for marketing, as 47% of Facebook users like to see brands post on the platform.
Facebook is a great place to build a community around your brand, as it allows businesses to create groups, set up events, and engage with users through posts and pictures. Additionally, 68% of Facebook users like to see brands share creative content, such as infographics, videos, and/or memes.
The major downside of Facebook is its reach. Since every person has a Facebook account, it is easy for your content to be spread throughout the platform, which can make it less accessible to your target audience. If you don’t have as much money as you’d like to spend on social media to be effective, then Facebook might be a poor choice.
-
Twitter
Twitter is the fastest-growing social media network, with approximately 450 million monthly active users. Additionally, 43% of users like to see brands post on the platform. So, if you want a presence on a platform with great potential, then Twitter is a great choice.
As with Facebook, Twitter is a place where businesses can engage with customers through posts and pictures. However, unlike Facebook, Twitter is more of a short-burst communication channel than a full-blown social media network like Facebook. The key is to put out engaging, interesting, and brief content.
The major downside to Twitter is its lack of storage, as the platform does not allow users to upload such content. If you have a business that relies on constant updates, then Twitter might not be the best choice.
-
Instagram
Instagram is a social media network where users can share and discuss photos, videos, and more. There are over 2 billion daily active users on the app, with 400 million monthly active users. Additionally, 41% of users like to see brands post on the platform.
As with the other two networks mentioned above, Instagram provides businesses with a platform to engage with customers through visual content.
The key to making Instagram work for your brand is to find the right image for the platform. While a strong brand will find it easy to pull off an Instagram post, even a poorly branded business can get by with an occasional post as long as it is relevant and interesting. Additionally, your Instagram followers will appreciate brand consistency, especially regarding the content you post on the platform.
Like the others, the major downside to Instagram is its lack of storage. While users can upload lots of content to the platform, it is practically impossible for businesses to store all that content, considering the limited space that most phones allow. This is a definite downside if you have a large quantity of content to store.
-
LinkedIn
LinkedIn is the professional version of the popular social media network Facebook. There is a market for LinkedIn, with members sharing jobs, business opportunities, and more. Currently, over 63 million active users are on the platform, with 150 million belonging to brands and businesses.
As with Facebook and Twitter, LinkedIn is a great choice for businesses that want to engage with potential customers through content.
LinkedIn is slightly less popular than the others but still viable for businesses that want to take advantage of its membership base. Since members can be found worldwide, sharing their content online can help businesses gain international exposure.
The key to having a successful presence on LinkedIn is ensuring that your profile is up to date, engaging with existing and potential customers through your content, and contributing value to the conversation.
The major downside to LinkedIn is its lack of storage. Like the others, businesses can’t store all of their content on LinkedIn, considering the small space that most phones allow. This is a definite downside if you have a large quantity of content to store.
Choosing the right social media channel is important, as it will impact how potential customers perceive your business. While the other platforms on this list have become somewhat unimportant, being active on TikTok can help your business stand out from the competition. If you don’t have the money to invest in expensive ad campaigns or pay-per-click platforms, then TikTok can be a viable option.
Here’s the bottom line
With the above information, it’s clear that each of these social media channels has its perks and quirks. However, the key to success on social media is to find a way to utilize each platform while considering its advantages and disadvantages.
By having a strong presence on multiple channels, you can be certain that you will reach the largest audience possible, who will be engaged with your content, regardless of how or where they find it.
