So.....numbers aside, how do you know which social media platform to use? The short answer is all of them!
The longer answer is a lot of your use depends on what you are trying to do, if you are using social media to just 'be social' - communicate and share personal ideas - then you may find that one or two platforms is enough for you to be active on. If you are in business it becomes vital that you represent yourself and your product on as many platforms as possible and aim to be active on social media for around one hour each day. Read on for 5 reasons why you should aim to engage on as many social media platforms as you can: -
1) Different audiences use different social media platforms - One persons trash is another persons treasure.....maybe not so eloquently put on my part but this saying holds fairly true on the use of different social media platforms! You may have a user who is into photography and having information presented in a more visual way - they would naturally head to platforms such as Instagram and Pinterest to interact. Another user may be more into snappy one liners and easily digestible pieces of short news bites - naturally they would be more drawn to using a platform such as Twitter. This is where it is vital as a business to be able to interact on as many different levels as possible, if you can interact and produce content that is both visually attractive and also contains a great written message you can connect with users of Twitter as well as Instagram and Pinterest, increasing your audience massively!
2) Use method of each social media platform varies significantly - I touched on this a little in the last line of the point above, the way each platform is used shares some similarities but there are also big differences. For instance, I would consider Twitter comparatively easy to use (in comparison to other platforms) in terms of sharing content quickly and it has more of a 'real time' feel as you can see posts updating in front of you. The drawback is that you are limited to the number of characters you can use within a post. This restriction encourages a faster, more snappy presentation of information and requires the user to condense their message/post. From personal experience I find that my professional posts seem to be more readily shared on Twitter than when I use other platforms. Platforms such as Instagram and Facebook seem to be more geared to social interaction and peer to peer sharing of information, I find that its more likely that posts I make that aren't tied to Peters Web seem to be attract more engagement on these platforms - in terms of drawing attention and audience interaction back to a business a more informal, lighthearted approach would seem to work best on Instagram/Facebook! Another point to make around Facebook is its a lot more difficult to interact with other brands in a business focused context due to the influx of content from other contacts (social contacts, friends, family and advertising) because of this I would say Facebook is lower on my list of preferred platforms, especially when a post is focused on Peters Web. In terms of a platform such as YouTube a short, informal video clip can do wonders when presenting a topic of information (blogging, technical information about a topic that may not come across as well via text).
3) Some platforms have a greater reach than others - This is a natural by-product of how the social media platform operates, the reach of Facebook pages is on a noticeable decline due to advertising content and changes to how Facebook operates (read more about this here). Its worth doing some research on each platform to weigh up potential pros and cons in terms of how great the exposure of your posts will be. Most business accounts on social media platforms offer an 'analytics' page where you can see the reach and engagement of your posts on that particular platform, I would recommend experimenting by posting on each platform and taking into account how well each post does in terms of reach and engagement. You can then deduce which platform works best for you and thus which platform should become your primary focus (remember that all publicity is good publicity so its still worth keeping up appearances on other platforms as well!).
4) Can alter a post to suit different audiences on different platforms - From my own experience Twitter seems to be the easiest platform from which to leave an immediate impression on an audience, it seems that Twitter is as much about how you interact with your audience (hashtags, links...) rather than solely about the content itself. Once I have completed a Twitter post I would usually post about the topic in question on other platforms and change the content to suit (i.e add more imagery for an instagram post, make a Facebook post more wordy.....). Overall I would make sure that I didn't copy the same post word for word onto other platforms as this may appear 'lazy' and shows that I have considered my approach to each platform (hopefully my audience will appreciate this!).
5) Above all don't neglect 'old school' communication methods - Its all well and good to focus entirely on social media, there's nothing at all wrong with this as there are many successful businesses and influencers who make a living entirely from their use of social media platforms, but......what if your potential customers didn't engage with any social media platforms at all? (yes I can see you at the back there....) How would you reach them? Its worth keep some of your efforts back for good old fashioned web adverts and maybe throw in a few guest interviews to feature on other websites!
As a footnote its worth considering that one size does not fit all when it comes to marketing and social media use, its all about making up a perfect mix, a delicious cocktail that involves all of the ingredients and presents the perfect balance of each component. Also you must post with passion.......don't feel the need to post because you have to, always post something when you feel you have something great to share with everyone and you feel this is the perfect time to share it ;)
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