Many companies have opted for a presence on social networks because they are excellent tools for branding, communicating with users, and enhancing customer service.
Ideally, it is better to have a strong presence on specific platforms related to your target audience than to dilute your presence across many platforms. A focused approach ensures the attention your business or brand needs to achieve optimal results.
First, it is important to determine your target audience, their preferences, and which social networks they frequent, to inform the selection of the right social platforms for your company.
How does each social network work?
Facebook is the network with the most active users. It offers a special page for business and can be a very powerful advertising platform. Facebook can drive traffic to websites, increase engagement with customers through comments and likes, and even generate leads and sales.
Facebook is great for mass consumer markets like food, services, health, beauty, automotive, media, etc. It is also a good option for building an image and online presence for both large and small corporations.
Twitter is one of the main information platforms and is recommended for almost all companies. However, this social network usually requires more dedication and personal attention similar to a customer service center. It is very useful for companies with high customer interaction, such as in services, banking, telecommunications, sports equipment, etc. For the media, Twitter is a great platform for dissemination because of its immediacy.
YouTube is an audiovisual social network for companies that generate content continuously, create educational content, product demos and tutorials, and promote their knowledge and specialization. It works great for generating search engine rankings (SEO) since YouTube is the second largest search engine in the world after Google.
LinkedIn is the largest professional network. A company presence here is advised, but with updates limited to innovations in the sector, thought leadership content marketing, and new products or services. LinkedIn is best for business-to-business (B2B) companies selling to other companies and for contacting decision-makers. LinkedIn can also be beneficial for recruiting staff. It has a powerful advertising platform and offers premium accounts allowing you to connect with people of specific positions and companies.
Instagram is a social platform for sharing images and videos. The companies most frequently using this platform are in fashion, health, sports, food, and lifestyle, among others. It is a good network for generating presence and branding in both consumer and business markets.
Which social networks work best for your business? What criteria did you use to select them?
By Brenda Cobeaga, International Account Manager at Entercomm