Monday, November 9, 2015

Picking The Perfect Social Media Channels For Your Business

As a business owner and brand, whether you are selling products, gaining subscribers, persuading followers to a point or swaying the hearts and minds of readers to your cause, they’ve got to know who you are in the first place.

Each business is unique and what may be right for one may not be right for yours. To determine which channels to utilize, you need to understand the culture of each and how they each work (assuming you already have a strong understanding of your customers and targets).

Choose the networks that best support your brand image and use social media multiple times a day. According to what works the best is also determined by your service-Business-to-Consumer or Business-to-Business.


Originally launched targeting college students, Facebook have quickly become the largest social media site, having 1.39 billion monthly active users as of December 31, 2014 (Facebook Newsroom). Between targeting users by the most obvious — age — followed by location and behaviors, just to name a few, Facebook Advertising and Organic Post Targeting are the answers to getting your messages seen by the right people.

A microblogging tool that limits 140 characters per message and is very beneficial for sharing news and relationship building. Twitter is like one big conversation, it’s easy to connect with other users. 

People are naturally visual. Every day, people watch hundreds of millions of hours of YouTube videos, generating billions of views (YouTube Press, March 2015). With more than 1 billion users any business could benefit from YouTube. Showing the people behind your brand helps humanize it and connects your brand with customers on a whole new level.

The place where people go to do business and not to post a photo of what they ate for dinner. LinkedIn may be right for you if networking with others, building your credibility and acquiring new customers through the power of recommendations and shared profiles.

This online pin board variety of social media is also very visual and relies heavily on images. If you can make your business fun, Pinterest is worth looking into. It’s one of the fastest growing social media channels and has more than 70 million users.
The majority of pinners are female between ages 25 and 35 and is especially great for driving website traffic when you upload a pin and link it back to your website.

Another fast growing channel that is a great option for brands that rely heavily on images, such as clothing companies and retailers.      
It can be a great platform to reach men in the technology industry, as two-thirds of the network’s users are men, most of who work in engineering or other technical professions.

The social media habits of 50 top retail brands in five major categories–beauty, apparel, electronics, big box and home goods were tracked by The results was compared to a 2014 Pew study of U.S. social media use to see how well the brands were listening to consumers (adweek, 2015).

As you can see the apparel industry is the most connected so lets take a look at a few retail apparel brands and the social media channels they chose to allocate marketing resources towards.

The fast-fashion retailer's focus on image-heavy, fashion-blogger-loving Instagram makes sense for connecting with its audience of digital natives.
Twitter Followers: 1,119,607
Facebook Likes: 8,309,777                            
Instagram Followers: 1,474,190

Victoria's Secret
The lingerie brand's mix of great promotions—and hot pictures—makes it a winner across all platforms.
Twitter Followers: 2,377,726
Facebook Likes: 22,635,107                          
Instagram Followers: 2,171,801
The fashion insider favorite is best at "digital storytelling with 16 million + YouTube views as proof.
Twitter Followers: 2,267,376
Facebook Likes: 12,100,751
Old Navy
The affordable retailer focuses on Facebook and Pinterest, preferred haunts of its deal-hunting customer.
Twitter Followers: 145,775
Facebook Likes: 7,666,339
Instagram Followers: 18,028

Always the first to market, Burberry is on everything from Google Plus to Instagram video. And the brand, which prides itself on technical innovations on- and offline, is careful to create the right content for the right platform. On Instagram, you'll find lots of product shots, while Facebook focuses on video.           
Twitter Followers: 1,966,993
Facebook Likes: 15,480,163
Instagram Followers: 872,635
Content or Conversation or both?

Content is just something to talk about puts human interaction at the center of the picture. It explains the rise of social media on the web, the growth of mult-user games on all platforms, and the persistence of people meeting in real life, and not just in cyberspace. Content without conversation is just broadcasting, or just advertising. It goes to the listener/reader/viewer/visitor…and stops there. If the sender is lucky, it may lodge as a piece of information in the receiver’s consciousness, and they may act on it someday. If the sender is luckier, or perhaps more engaging, it may be something that the receiver wants to talk about. And then the message gets a whole new burst of energy. The energy behind the message is what gives it meaning, and a life of its own. That happens because we humans like to communicate with each other. Thus the conversation begins (Novak, 2010).

Scale efforts with cross-promotion: Include social icons prominently in all content including emails, resource and event pages. Also consider developing campaigns specifically for driving subscriptions to social pages and profiles.

While social media is one of the most powerful ways to reach new leads, be careful of wasting time or loosing customers if you do not use it correctly. That’s what makes having a sound social media strategy in place so important.

If you make it a priority to consistently share great content and leverage the power of existing social media influencers, your brand building efforts are bound to pay off in the long run.

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