Everywhere you turn, social media is being touted as the best way to attract new customers and grow your business, but setting up multiple accounts and maintaining them can quickly become overwhelming. With social media sites ranging from personal to strictly business-related, there should only be a select few sites your brand should regularly use. A high level of engagement on one or two sites—rather than a feeble attempt at the top five—will yield a more substantial return. Pick a couple, and interact with them on a daily basis. The varying sites can be better-suited for certain industries over others, and by knowing which ones could work best for your business, you can leverage your time more effectively.
Types of Social Media Sites
The right social media site will make all the difference for your business. It will allow the public to interact and become familiar with your brand and its offerings. Potential customers will also be able to easily look up your business on their device of choice, allowing your company to be at the top of customers’ minds no matter where they are.
With over a billion active users, Facebook is one of the most popular social media sites on the web. It can be used in a variety of ways, but the best way for a brand to leverage the site is to set up a business account. These pages can be public and moderated, which allows you to control its tone and its content. The majority of the population has a Facebook page and is aware of how to navigate the site, making it the first stop for many when attempting to gain information about a company. Your business’ Facebook page should havepictures, updates, reviews and contact information. Facebook should be seen as a casual way to introduce your business to the world, so you can utilize it to show your brand’s personal side. They will enjoy seeing pictures of new products, participating in fun contests and even sharing their own experiences. If you only choose one social media site, Facebook isn’t a bad choice.
Google+ is not as popular as Facebook, but it does have certain features that can benefit your business. Users can interact with others in the broadest sense of the term, as you can take advantage of Google+ Hangouts and Parties to set up video calls that let you talk with customers face-to-face. These Hangouts can be a great way to introduce a new product or to explain how one of your services or products works. Not only will your customers be able to see and hear you, but they can also ask questions and give you feedback. Google+ will link your online profile with the reviews, maps and information that appears when users search for your business online. By completing your Google+ profile, your business information will have a greater chance of appearing at the top of Google searches, which can be invaluable for a company that’s trying to boost its market reach.
Pinterest is an image-centric social media site that can be beneficial to certain types of businesses, especially those that specialize in retail and physical products or creative services. Users “pin” and “repin” pictures and ideas they like and want to share, so photos of your products can circulate the network within hours. It is an ideal way to showcase unique ideas and designs made by your company. Businesses can create Pinboards that showcase their offerings, tag physical locations and interact with a unique group of people, which can go a long way to personalize and grow a brand.
Twitter is a short and sweet way to interact with others on a large scale and on different levels. It can be strictly professional or more personal and casual. People from all over the world use Twitter on an hourly basis. It is a smart way to quickly promote a new item using 140 characters or less. The biggest mistake businesses make on Twitter is to not respond when others tweet about their company, whether good or bad. By ignoring the tweet or neglecting it, companies show a lack of concern for their customers. Properly using and attending to Twitter can be time-intensive but extremely effective. If your business can handle the demand of quick interaction, it can be a great way to communicate with the public. But if you are constantly behind on tweets, it won’t be the best use of time.
As a professional site, LinkedIn is ideal for the social side of business. From important and interesting articles regarding new trends, new companies and even new hires, it can be the best resource for business leaders who want to connect with others in their field. The basic rule of LinkedIn is to keep your profiles professional, whether they’re being used for personal and/or business purposes. To increase your engagement, promote articles and information that showcase your knowledge and network in the field. Businesses can connect with their clients, team members and even prospective job candidates, but keep in mind that most interaction is done either through first-tier connections or through professional introductions. The site also features professionalrecommendations, which can be made from one connection to another and show up on a LinkedIn Profile. But perhaps the best feature is that the site allows potential employers to view the employment history and abilities of a candidate. Because of this, LinkedIn is an invaluable resource for both employers and employees.
While there are other social media sites on the web, the ones highlighted above are the major players in the online world of social interaction. It is important to choose at least one or two, and stay current with your updates and information. There is no need to choose all the platforms and struggle to continue creating and updating content for each; the best way to optimize your social media strategy is to focus on where your target customers are and to create a thriving place for social interaction with them.
But Which One Is Right for My Business?
The ultimate decision is up to you. Like many worthwhile investments, finding the right social media outlet(s) for your business may take some trial and error. While there isn’t a single choice that’s ideal for every business, you can still take a look at the overall functionality, audience and presentation style of each medium to find what works best for your brand.