Social media has taken the world of business by storm. However, not all platforms are created equal; well, not for business purposes anyway. Each network has its own set of features, rules and followers. The trick is to find one that suits your business objectives the best and has the resources that you need to ensure consistent ROI.
Traversing the World of Social Media
Before you determine which platform will benefit your business the most, a perusal of the social media landscape in general is in order. It is important for business owners to remember that these online marketing resources are not just another passing trend or fad. Businesses need to realise that marketing options involve more than just Facebook. Each social media website has its own way to engage audiences.
Business owners must also determine other factors that come into play before they make such a choice. For example, these might include;
- Posting frequency
- Costs that are associated with social media management
- Integration with other marketing channels
Here is a rundown of how valuable some social media platforms may be for business –
This is the only platform of its type that doesn’t require that much work to maintain. All you have to do is snap a photo and post it. And the fact that it creates connections with little to no work is exactly why businesses love it. Plus you never have to edit a timeline. However, posts have a tendency to become obsolete fast as they sink to the bottom of news feeds.
Make sure that the content you post on your Instagram is fresh and corresponds with your brand’s image. Also ensuring that you update it on a regular basis will keep your followers interested in what your brand has to offer.
The Greek yogurt brand Chobani capitalized this trend when it noticed that their customers used hashtags like #creationday or #chobani to post photos of their orders as artful concoctions on the platform. This happened before the brand had a presence on Instagram but it wasn’t long before it decided to follow suit by taking inspiration of their fans’ creativity. According to the content manager at Chobani, “We’re on the platform every day so we know what’s trending. If our consumers are posting about smoothies, we are too. We want to be doing what they are doing.”
It can be challenging to promote a business on a platform that restricts users to posting content that is less than 140 characters. However, since the platform does not allow you to target groups of followers organically, it may seem as if you are throwing your message out in the dark.
Businesses have overcome the challenge by coming up with innovative posts or tweets. The cookie company Oreo uses humorous tweets to attract followers. It does this in an ingenious way; by interacting with fans as well as other brands. Its snappy comments make it hard to ignore accompanying links.
This platform is the most mysterious of them all and businesses do not perceive it as mainstream. However, it does have the capability to rally people around a cause, person or subject. Take Topshop as an example. The brand tripled its engagement by using Google+ to air live streams of their catwalk shows from their account.
When it comes to ideal platforms for social media marketing, Facebook takes the proverbial cake. Businesses have no qualms putting as much of their marketing dollars into it as they can for the prospect of huge payoffs. In other words, if you want your busin