Which Social Media Platform Should My Business Use?
Let’s face it: none of us knew how big social media would become when Facebook first launched its platform in February 2004. Not only did that particular business grow beyond belief, dozens (maybe hundreds?) more have sprung up since then. With the addition of Instagram, Snapchat, Pinterest, LinkedIn, YouTube, TikTok, Twitter, and countless others, it feels like there is always a voice in the room telling business owners that if they only did this on this platform, they would be successful.
But we simply cannot do it all. There is no way to run a business and be wildly successful on each social media platform. In the end, it can constantly feel like you are behind because your business is not killing it on _______________ (fill in the blank). Too often I have seen overwhelmed business owners so stuck in this mindset that they decide to forego social media altogether.
That, however, is decidedly not the best solution. Hundreds of millions of people use social media every single day, and your ideal client is frequently online. So how do you decide which social media platform to use for your business? And what online strategies work best for your industry? While there is no one-size-fits-all answer, that’s kind of the point. What works for your business won’t serve another one as well, and vise versa. Before you get caught in indecision and overwhelm, here are some key questions to ask.
1) Where are my customers spending time?
If you are a B2B business, your customers are most likely not hanging out as much on TikTok as they are on LinkedIn. If you are marketing to millenials, you are going to make a different choice than if your business is geared towards either boomers or Gen Z. If you haven’t already, write down a profile of your ideal client, and get in their mind to figure out where they are spending time - because you should be there, too.
2) What kind of content are you able to create?
A team of one may be able to handle a blog or written content better, whereas a business with a team might have the bandwidth to create video. Sometimes, though, the opposite is true - anyone can purchase a small ring light and set up their phone to create a simple YouTube video. What comes naturally to you? If appearing on camera isn’t your thing, don’t make that your main focus, at least to begin.
3) What are you selling?
Service-based businesses are often more successful at conversational social media, whereas product-based businesses can benefit more from online stores and purchase-oriented platforms (like Pinterest!). Do your research and find out where the most successful businesses in your field are digging in, because there might be something there!
4) Remember you can’t do it all.
Depending on the size of your team, I would recommend focusing on 2-3 social media platforms. If you can only handle one right now, that’s fantastic. Invest time as you can, and remember that it’s better to excel in one place than be mediocre in five. Accept your limitations and use them to your advantage, becoming the best you can at the platform you choose.
I’d love to hear from you! Leave a comment below and tell me where your business is killing the game on social media. Make sure to link to your profile so I can check it out!
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