Your Business and Social Media

As the digital world continues to grow, it is basically essential to establish your business’ presence online in some form or another. Today, there are about 3.5 billion active social media users online, and many will typically spend about ⅓ of their day on social media (Galov, 2021). These active users are continuously scrolling and looking for content, and if you want to advertise your business and connect with consumers, you’re going to have to get creative.  

By having a social media presence, you have the chance to show off your brand’s personality and allow visitors to get a deeper look into your business. From there, you can build trust amongst consumers and show them what makes your business stand out from other competitors. 

But first things first, one of the biggest decisions that you have to make is what social media platform will you use for your business. There are several different platforms for you to choose from, and all of them are unique in their own ways. The most popular channels for both businesses and consumers to use are: 

1. Facebook

2. Twitter

3. Instagram

4. LinkedIn

5. Pinterest

(Galov, 2021)

There are several different platforms for you to choose from, and that’s not even including what’s listed above. Even though each platform offers something valuable for both businesses and consumers, this does not mean that your company needs its own profile for every single channel. Just like any business, each social media site is unique in their own way, so you must figure out which one(s) would be the best platform for you. What social media you choose to use for your business all depends on 

• What goals you want to achieve

• What products and/or services you offer

• What audience you want to reach

Defining Your Goals

In order to choose what social media platform is best for your business, you must first define a list of goals. Creating goals gives your business an overall better sense of direction and time management; Without goals, there will be no way for you to track your marketing efforts and measure KPI’s. Your goals must be S.M.A.R.T., or:

• Specific

• Measurable

• Attainable

• Relevant 

• Time-Bound

An example of a S.M.A.R.T. goal could be something simple, like

“Increase audience engagement on Instagram 30% by the end of May 2021”

What You’re Offering

If you have a B2C company, you are likely to reach consumers and engage with them on platforms like Facebook, Instagram, or Twitter. Using channels such as these gives your business the opportunity to capture the attention of your consumers with stories and visuals, while sharing about your products, services, or relevant news with a more personal and organic approach. 

For B2B companies, the best platform to utilize would be LinkedIn. There are several benefits for businesses who create a company page on LinkedIn, including:

• Connect with current and potential clients

• Recruit potential employees

• Build brand awareness

• Share information about your business with employees, clients, and other prospects

• Stay up-to-date with industry trends and competitors

• Drive traffic to your website or other social media channels

(“The Benefits of LinkedIn for Business”, 2019).

Identifying Your Audience

One of the most important factors that you should consider when choosing a social media platform is your audience. Not everyone uses the same social media websites, so it is up to you to find out who your target audience is, and what platform they are most likely to use. 

Once you identify the type of consumer you wish to reach, you must then consider their demographics, as this can tell marketers a lot about the audience and what social media they’re typically on. Make sure that you identify these factors appropriately, because there is no point in creating a social media profile on a platform that your target audience doesn’t even use, as it just becomes a waste of time and effort. 

For example, if you are trying to sell baby and children’s products specifically to mothers, you could likely reach them using Facebook (which is a great platform to give you better insight on different users and their demographics).  Or, if you’re trendy new retail store who wants more brand exposure amongst young men and women, your best chance at reaching them is through Instagram, or nowadays even TikTok - if you’re creative enough. 

(“Global Social Media Research Summary”, 2021)

Content vs. Conversation

By having a social media presence, you are offering both content AND conversation to your audience, which are what mostly drives online user engagement. With most people spending their time scrolling through social media media, they are constantly looking for more content and stories to view. There is no doubt that content is what captures onlines users’ attention and gets them talking - but what good is content WITHOUT any conversation?

Without any conversation with or amongst your consumers, the content that you provide is basically just a broadcasted advertisement (Novak, 2010). The conversation that your brand adds will ultimately be your call-to-action, driving engagement and increasing conversions. If you are going to be present on social media, you must be prepared to have a balance between both content and conversation. 

Conclusion

Optimizing your social media presence is a great way for your business to grow, while also forming relationships with consumers. Today, social media takes a part in almost everyone's lives, and it is a great way to introduce your brand and show shoppers what your business is all about. Remember, not only are you, your business, and your consumers unique, but so are all of the potential social media platforms that are available for you to use. Don’t feel obligated to create a social media profile for every single channel, but don’t feel afraid to test the platforms that you believe are best for your business. 

References

Galov, N. (2021, February 26). Latest Social Media Marketing Statistics in 2020 [Updated]. https://review42.com/resources/social-media-marketing-statistics/

Global Social Media Research Summary 2021. (2021, March 11). https://www.smartinsights.com/social-media-marketing/social-media-strategy/new-global-social-media-research/

Novak, C. (2010, July 27). Why Conversation, Not Content, is King. https://www.socialmediatoday.com/content/why-conversation-not-content-king

The Benefits of LinkedIn for Business. (2019, September 03). https://businessbuildersmarketing.com/blog/the-benefits-of-linkedin-for-business

Which Social Media Platforms Should You Use for Your Business? (2017, November 30). https://digitalmarketinginstitute.com/blog/which-social-media-platforms-should-you-use-for-your-business