Each social networking site was created to share a certain type of content. Each network becomes better known by certain types of publications, as the public adopts these networks. That’s why it’s important to know how to use each of today’s top social networking sites to leverage your features and capabilities to gain the best reach for your brand on the internet.
The time has passed when companies thought it is necessary to have a page or profile on all possible social networking sites. It is more valuable for the brand to be present in a few or just one of them and to do quality content work than to be present in several networks without generating content for their followers. Your brand will always be the same regardless of the social networking sites that you choose. So, in fact, following the strategy of each network is essential so that your brand becomes known and get positioned for the target audience. Let’s first look at the top social media networking sites.
Facebook is being used as the main social networking site in most companies. A few years ago, it was just a neat suggesting, but today, it is simply mandatory. Consumers, in general, are looking at this social networking site to find out more information about the company, how it deals with customer and also to comment on their experiences and solve problems in a more agile manner.
If your company’s intention is also to disclose the brand to a specific group of people, based on gender, relationship status, schooling, interests, age, location, and language, then Facebook is a great choice. In this network, through business pages, you can create targeted paid ads. In those ads, we can post gifs, videos, images and keep the content up to date with interesting information.
Twitter is an agile and dynamic social networking site. It is ideal for sending and receiving fast and short messages. If your brand is not meant to post news on a recurring basis and is not ready to interact quickly with your followers, it may not make much sense to have a profile on this social networking site.
Instagram has a more visual appeal! The message revolves around a flashy image, which obeys the identity of the social networking site. It is also one of the fastest growing social networking sites. If your brand has a profile that allows you to use more informal images and has the opportunity to create stories with videos (which can also be live), it can be a great choice for your company.
Categorizing photos and ideas is a defining characteristic of Pinterest. However, the photos and ideas need to be really differentiated and creative to get attention and win followers. In Pinterest, images and ideas are worth more than content. You can also collect PINs from other users that are related to what your company wants to expose, in your brand profile. It is a great choice for companies in fashion, food, and marketing related segments.
What to post and where?
Texts – “blablabla” or just “blah”?
If you want to share information in text form, you have some options depending on the length of the content being shared. Facebook and Google+ are the top social networking sites for text sharing purpose, provided they are not too long or technical. If you decide to share something more technical, related to your industry or your company, the ideal platform would be to choose a corporate blog or even a printed or electronic journal. For small content, such as short phrases, shortened links, or quick thoughts, give preference to Twitter, which limits your posts to 140 characters.
Facebook and Google+ also allows the integration of text with photos, videos, and links. However, if you have a design and photography business and you share more photos than any other content type then give preference to Instagram, Pinterest, and Tumblr. These are the most used networks for sharing photos and images in general, along with gifs (animated images), not necessarily accompanied by text.
Videos, recorded testimonials, and tutorials
YouTube is still the premier social network for sharing videos, with easy integration with Facebook and Google+. It is ideal for companies that want to share news in video format, tutorials, webinars, or testimonials.
How to make your brand popular on these platforms?
Think about your audience
The key is to choose a social media platform that is relevant to your customer base. For example, if your target base entails women between the ages of 25 and 50, then Pinterest should be included in your social media strategy. If your products and services are more B2B, LinkedIn is a more relevant choice.
Facebook should be included, regardless of the profile of its customers, due to a large number of users, currently there are over 2.01 billion monthly active users, as it has people of all social classes, genders, and ages.
Think about your business
In addition to knowing exactly who your audience is and what social networking sites they usually engage in, you should also take into account the characteristics of your marketplace when it comes to choosing the right social media platform. For example, if you work with retail products, it is interesting to pay attention to Instagram. This social imaging network is rapidly growing, and you can publish photos of your products with small captions and hashtags. Do not forget to induce calls to the action and indicate the address of your online store.
How about working with videos?
Since you have started reading this post, hundreds of videos have been uploaded to the YouTube platform. That’s because, according to YouTube, there are about thousands of uploads per minute worldwide.
Now, how do you know if producing videos is a good strategy for your brand? It’s simple. YouTube is the place where people go to consume video content. If the videos are well-produced, they will be seen. You can make product reviews, give tips, submit offers, etc. Opt for short videos with descriptions that contain keywords, and release the comments field to let people leave their opinions.
Twitter stays active and persevering
There was a time when social media experts said that the golden age of Twitter has already passed. However, it’s not the case. The microblogging site continues to be very strong and has now also improved its policy to avoid fake profiles. Twitter is still the main platform of the subjects most commented on the web.
Twitter falls like a glove for virtual stores that sell directly to the end consumer (B2C). It can even be used for B2B businesses, but it will have less effect. In this social media platform, it is possible to spread the contents of the blog, announce offers, call attention to promotions, announce news, give tips on ‘how to’, etc.
Google + replaces Facebook?
Google + (Google Plus) has grown discreetly. In early 2013, the Global Web Index announced that the social networking site has become the second largest in the world, surpassing Twitter.
It’s important to realize that although it looks like Facebook, Google + should be seen by companies as a separate network. It is recommended for companies that have a more formal and serious tone. If your brand fits into this profile, go ahead. The dynamics of Google + is very similar to that of Facebook.
Putting it all together – integration
Nothing prevents your company from having pages in each of these social media platforms. But the most important point to consider is the integration between them. Be sure to spread your blog posts on Facebook and Twitter. Be sure to advertise your Instagram and Pinterest accounts by email marketing; i.e., direct the public from one social network to the other, taking advantage of each one for their particular type of content. Do not forget to unify all this in your main digital resource: your website.
List each of the media in which your business is present, on your site. Thus, your audience (visitors) can choose the networks that are of interest to them if you make the appropriate integration between them.