Let’s be honest, there are a lot of social networks for you to choose from now, and a lot of ways to exist on each. Should you be posting every business moment to Snapchat? Or is Instagram where it’s at? Is Twitter worth it? Can you sell on TikTok? What about Facebook?
Follow the crowd
Choosing a platform is actually much simpler than many businesses realise; go where your audience is.
You know your clients and customers, if they mention that they saw a local event on Facebook while they’re stood at your checkout, make a mental note. If they have social links in their email signature, jot it down. Get an idea of where the people who already love you like to hang out online.
Starting where your current client base already is allows you to leverage them to build your reputation online quickly and it’s a strong indicator that people like them are also on that platform.
Consider the core of the platform
Instagram is all about stunning visuals. To succeed on the ‘gram you need great photos or videos, they love a flat-lay over there! I’ve actually written a more in depth look at Instagram for small business if your business lends itself to gorgeous images.
Twitter is very politically charged and is still figuring out what and how it wants to be going forward. With the addition of their new swipe right camera (it’s not Twitter Stories, apparently) they are definitely heading in a more visual direction but for the moment it remains a place for short thoughts on divisive issues.
Facebook is the grandfather of social media now and, despite the seemingly endless slew of bad press, is still a very popular platform. It is no longer true that “everyone is on Facebook,” but there are certainly plenty of people there to make it an attractive option and with the ability to share photos, videos, long-form text, Stories, and even events, it can be very useful. If you are targeting younger generations though, you may want to look elsewhere.
Snapchat may appear to be on the ropes but they are coming out fighting. In fact, this quarter Snap Inc grew for the first time in a year. With updates to their VR & AR lenses, teaming up with Tinder and getting really creative with their app can offer, I’m not writing them off just yet. It’s still popular with younger users and offers a feeling of privacy which is increasingly valuable in an age of data mining and breaches.
YouTube is commonly not considered a social platform, more often used to house videos to be embedded on websites or shared elsewhere. It’s a very saturated network but, for personal brands especially, it can be a great way to build your reputation and make human connections.
Why have I not mentioned Pinterest? Pinterest is a very pretty search engine, not a social network.
The social network decision tl;dr*
So which social network should your small business be on? Pick one or two that suit your business based on what the platform is about and where your customers are.
If you need advice, or are looking for someone to help you with your social media, please get in touch so we can discuss how I can help you free up your time and take the stress out of social.
*tl;dr = too long; didn’t read. The key information from the post.