Content Marketing Blog

What’s the best social platform for my business?

Content marketing is becoming a must-have for any modern, web-savvy business.

As well as creating quality content for your website, you’ll also want to find the best social platforms to share your content and promote what you do.

It’s no secret that social media can have a massive impact in terms of referral traffic and brand awareness, but that doesn’t mean you should be active on every social media site you can find.

Instead, you should carefully choose your social platforms and set a defined strategy for each one to ensure you maximise reach and engagement. Once you’ve done that, you can get to work creating some truly riveting social content.

Here’s a guide to some popular social networks and why they might be a boon to your business – or a total flop.

Facebook

Great for B2C, massive reach[pullQuote position=”right”]My tip: Visual content with novelty value that only loosely related to your business is perfect for winning Facebook shares, but create it yourself whenever possible so that any clicks go to your site and not someone else’s.[/pullQuote]

With 829 million daily active users as of June 2014, Facebook is unmatched in terms of pure audience size.

Setting up a page that explains what your business does gives you a presence on the world’s biggest social platform and is usually the place to start your social media strategy if you’re targeting consumers rather than other businesses.

If people like what you sell or you can create content that resonates with your target market you can build a loyal following of Facebook users who will engage with and share your posts.

There’s always a flip side of course and you might find disgruntled customers seeking out your page. But remember, not being on Facebook doesn’t stop other users talking about you and your Facebook page can be a great place to respond to feedback.

Twitter

Ideal for learning about your audience[pullQuote position=”right”]My tip: Use Twitter’s hashtags to learn about your target audience and tweet directly at individual users if your content answers their questions.[/pullQuote]

If you like to keep your messages short and sweet you’ll feel right at home on Twitter.

Twitter is also an ideal platform to connect with your target audience. You can use hashtags to see what people are discussing right now and if you’ve got something valuable to add, you can jump right in and join the debate.

Hashtags are also excellent for researching new content ideas for your blog, because they give you a way of putting your ear to the ground (virtually) and ensure that your content is super-topical.

LinkedIn

Must-have for B2B, excellent publishing platform[pullQuote position=”right”]My tip: If you’ve had an invite go and check out LinkedIn Publishing. It could be a great way to get your content in front of relevant and useful people.[/pullQuote]

If you’re in the B2B space and you’re ready to make yourself stand out as a thought leader, your organisation has to be active on LinkedIn.

It’s the world’s largest social network for professionals and it is quickly becoming a major publishing platform.

As well as working on your company page, you can also encourage your employees to work on their own LinkedIn profiles and grow their networks. That way you can use them to help promote your content, especially high-value content like case studies and whitepapers.

Pinterest

Handy demographic slant, perfect for visual content[pullQuote position=”right”]My tip: Check out existing boards in your niche with a strong following to get an idea of what sort of content works for your target audience.[/pullQuote]

If you’re targeting consumers (particularly women) and you’ve got lots of high quality, visual content, Pinterest is the social media platform for you.

Users share or “pin” images to create boards on a particular topic. If you’re in travel, fashion, food, weddings or home design Pinterest could be a great way to promote your photos or custom graphics.

Pinterest also has a higher proportion of female users than the other big social platforms, which might be another reason to find a place for it in your social media strategy.

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By Ines Shennan