Social Media for Business:
Which Social Media channels are best for your business and how to use them
Whether you like it or not, your business audience is on social media and as a result, networks are incredible resources for businesses looking to promote their brands & services online. The platforms themselves are free to use, but all have powerful targeting options which can be used for paid advertising when you want to reach and define broader audiences when creating your social media for business campaign.
When deciding which channels to use, it’s important that you choose and nurture the social media platforms that will work best for your business. If you want to create a successful social strategy, you should familiarize yourself with how each network runs, the kinds of audiences you can reach on that network and how your business can best use each platform. Failing that, you should employ a specialist social media for business agency that understands how each channel works at a granular level and can advise you or even action your business campaigns for you.
The major social channels your business needs to be aware of:
Facebook is by far the biggest social network on the internet. With nearly 1.8 billion active monthly users, Facebook is a great channel for connecting people with your business. It is not only the biggest network, it is arguably the most versatile one. Facebook has a wealth of marketing options for any type of organization, it’s the channel we recommend as a starting point for most businesses.
When creating a Facebook business strategy, it’s important to know what it is what you want to achieve and we can help you here, in terms of what is possible. Is your goal to make ads and drive traffic to your website? Or do you want to drive traffic to a Facebook fan page where visitors can engage with your company or brand and “like” what you do?
Many businesses benefit from both strategies, so a combination of both is often the best choice. Just make sure your primary reasons for being on Facebook are clear before you start working.
The real power of Facebook, when considering social media for business is its ability to accurately target specific demographic groups that match your audience profile. We’ve already posted about Facebook Lookalike Audiences so I won’t go into too much detail here, but not only can you directly market to your current customer email database on Facebook, you can match that audience and create lookalike audiences that match their demographic and interest profiles.
Perhaps our second favourite social channel for business, Instagram is a visual social media platform based entirely on photo and video posts. Owned by Facebook, the network has more than 600 million active users, many of whom post about food, art, design, travel, products and similar subjects. Instagram is almost entirely mobile. Instagram is a platform where designer products and more ‘visual’ products & services excel. It is a fantastic source of ‘Influencer Marketing’ and can achieve incredible results for brands and companies prepared to pay ‘Influencers’ with huge followings to showcase their products and services.
If you want to succeed with Instagram, it’s important that the person or agency running your account has a great eye for detail that way the photos and videos posted to your account will be high-quality and likely to create followers and likes – which increases your brand reach in the process. An important aspect of any successful Business Instagram campaign will be a solid hashtag strategy.
YouTube (owned by Google) needs little introduction here, as you’re aware is a video-sharing platform with over a billion users, where people can view, upload, rate and share content. From a business perspective, it can be used for incredible marketing returns, allowing you to showcase your products and services, create Video Blogs where you discuss pertinent aspects of what you do, and share promotional videos of your products in action. Again it is possible to partner with Influencers on the platform who have huge followings, allowing you to either place your products or have your products reviewed.
If marketing on Facebook is the equivalent of giving a keynote to and engaged audience, Twitter is the equivalent of standing on a street corner shouting about what you do – hoping that a passing person might take notice. However, once you have an engaged audience that is listening, you can do great things with the channel. In essence, you are sharing short text updates, along with videos, images, links, polls and more.
The platform averages about 320 million active users worldwide and is a great place to interact with other users. Mentioning their usernames in your posts, retweeting and sharing posts will quickly garner you a following. Like Instagram, a solid hashtag strategy will pay wonders and allow users to quickly find your content. By posting interesting, informative and useful content you can create a solid following for your brand