What’s the best Social Media for you?

Are you confused about which social media platform is best for your business? If you want to know which one will work for you, you first need to understand who you want to connect with.

The best way to determine this is to ask the following questions:

  • Who is my target market?
  • What segment of the market do I want to reach?
  • How do they behave?
  • What is their age group?
  • What are they interested in?
  • What topics are they reading about?

It is this final point that gives you a starting point. When you've worked out the answers to these questions begin research to find where discussions about their favourite topic is taking place. You then have to determine the platform they would choose as the forum for their discussions.

  • Are they on Facebook?
  • Is LinkedIn better?
  • Are they more inclined to use Twitter?
  • Would Pinterest be their chosen forum?
  • Are they Instagram users?

Your customers' chosen social media

Basically you are working out the best way for you to make contact with them. To determine the social media platform where their ears are open to what you have to say.

For example, if you want to make a connection with a CEO of a company you might think of searching them on Facebook. Someone holding this position in a company may have a personal profile on Facebook but they are more likely to have a presence on LinkedIn. This is because LinkedIn is seen as the place for professionals to connect.

Small business has a bigger presence on Facebook than medium or large enterprises. Small business owners can also be found on LinkedIn. While they have a presence on both platforms, Facebook is where they are more often interacting with others.

Consumers are also frequently on Facebook – engaging in conversations, connecting with communities and businesses. Consumers make up a large proportion of the followers on Facebook.

If your target market is Teenagers, then Twitter is probably the best place to check out. This doesn't mean that business professionals or owners are not on Twitter, they are just more likely to be in communication about topics that matter to them on the other social media platforms.

When considering Pinterest, you will find that a lot of retail companies are connected and interacting because it is a visual media. Facebook is also good for retail companies because it has a visual component. In fact, Pinterest was launched especially for retailers because they need to add a visual component to their communications.

It takes time to check out the different social media platforms but it is certainly worth the effort. Once you understand your prospects' and customers' behaviour online, you will know where they are more likely to be. This opens the opportunity for you to research their interests, interact with them and begin to demonstrate your expertise in what you do.

Remember that social media is just that – social. It is where you engage with prospective customers and begin to build a relationship with them. Once you have done this, it is easier to create your own followers and make offers to them that you know they will be interested in. Using social media in this way eliminates the hit-and-miss approach to advertising where you get little value for the dollars you spend. Social media can become a very cost-effective way of reaching your desired market.