Social Media : Choosing the right channel for your business

So where do we start? You need to be on social media but aren't really sure how to choose the right platform(s) for your business.

It can be confusing and over whelming for some but there are some key considerations to make before launching your social media efforts.

Social media is a minefield and one that can be very rewarding when used effectively.

There are so many basic facts and considerations to review about the various platforms that will allow you to make more of an informed choice about which platform to choose for your marketing efforts. It’s not a case of what you like or what you know, it’s how well it suits your business and where are your target audience online.

Here are some basic questions to ask yourself before starting out:

1) Who are my target audience? (Consider age, sex, location, likes/dislikes)

2) Which social media platforms do they use? (Consider how people use social media and where you will find them)

3) What type of product/service am I offering? (Is it visual? Do I need Professionals to hear my message?)

4) How much time will you dedicate to your social media? (it's an investment, so needs time)

Once you've answered these questions, you can start to consider where your audience can be found on each of the platforms.

Facebook: With 84% of online females being on facebook and the users predominantly falling between 25-54 years, these key stats can help you decide if this is the right platform for your business. If you are selling a male product targeted at 16-18 year olds, this may not be the place to be. Optimised posting suggests between 1-2 posts daily which can be time consuming but with the option to 'boost' posts, advertising can be very targeted and effective. 79% of the UK population are on facebook.

Instagram: There are 17 million UK users on instagram of which 18-34 year olds are the predominant demographic and don’t forget the female bias. So is instagram right for your business? It’s visual, it’s great for showcasing talent, products and building brand identity. It’s growing in popularity and with over 400 million insta story viewers daily, stories should really be part of your social media strategy if using this platform.

Twitter: Just under half of the UK population are on twitter, with 500,000,000 tweets being sent daily, there is a male bias for this platform with a predominant 25-34yr audience base. Twitter is a very quick and fast paced channel but great for thought leadership and great for connecting to influencers. Video is 6x more likely to be retweeted compared to tweets with text alone.

LinkedIn: 33% of the UK population are on linked in with 21 million registered UK accounts. Linked In sees a male bias and hosts a population of 25-44 year olds. Linked In is a great business orientated networking platform, historically deemed purely for recruitment but used effectively, Linked In offers great insights into business sectors, professionals and thought leadership.

 There are pros and cons for all of the channels mentioned above and deciding can be difficult. However as with everything social media ‘Test, refine, measure’ then repeat. If your audience aren’t on twitter, don’t focus your efforts on twitter, be strategic and focus on what’s right for your business.

Good luck!

Suzy Dierckx