In a recent business networking event the group was asked ‘where do you hang out on social media?’ The answers were interesting.
First everyone wanted to know whether this was business-wise or personally – and for some people the answer was the same for both, but most in the group operated on one platform for business, but communicated socially on a different platform.
It seems that some platforms have clear profiles – even if they haven’t deliberately set out to attract a particular audience.
- Apparently, younger people (under 30s) don’t use Facebook at all, they prefer TikTok and Instagram. Facebook is for ‘old’ people!
- LinkedIn is seen by most people as a business platform – and most people on LinkedIn see it as a business connection tool, but there are social factions on there too.
- Pinterest appears to be for yummy mummies if you believe what some people say, but the sales of products resulting from Pinterest posts outstrips Facebook by a mile.
- Twitter is full of celebrities and journalists!
Every platform has its own look and feel – and its unique way of attracting and influencing people.
How to choose the right platform for your business
The first step is to know who you’re trying to reach. If you have a clear profile of your perfect client, you’ll find it much easier to track them down. If you don’t know what they look like, then your content will be unfocused and ineffective.
Then you need to review all your options. Social media includes:
… and many more, but these are the main social platforms, used widely. If you have a very niche marketplace, you may need to research other platforms where this group are active.
Don’t overlook the groups that exist on some of these platforms, they can be goldmines where many people who match your ideal client profile hang out. Get to know your chosen platforms so you’re comfortable with how they work.
Next you need to decide on a strategy for each platform. That will depend on the platform as each one operates differently – and are used differently.
Then schedule time to create a consistent presence. It’s no good doing lots of activity this week and then being too busy next week. If you’ve posted something and don’t respond to comments, whether on the main feed or in a group, you’ll lose credibility fast.
There isn’t a ‘perfect’ social media platform
Just because LinkedIn has worked well for a business connection, doesn’t mean it’s right for you. It depends on who you’re trying to reach and where they are most active. If that’s TikTok – then you’d better be there.
Don’t try and be everywhere, choose the social media that helps you to make the most impact on the right people.