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Social media: which channels are best for your business?

Social media: which channels are best for your business?
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Social media: which channels are best for your business?
Siobhan Stirling - Sharp Minds Communications for Capital Space by Siobhan Stirling - Sharp Minds Communications for Capital Space
Owner/Director - Sharp Minds Communications Ltd

Social media has become an essential part of any business's marketing strategy. With the potential to reach millions of users, it is no wonder why companies are investing in social media platforms to help them grow their online presence.

However, with so many options available it can be challenging for small businesses to navigate exactly which ones are right for their business. Below are some of our top tips for picking the best channels for your business, whether you are just getting started or looking to expand your existing brand presence. 

Defining your audience

The first step is to identify who your audience is. You want to be as specific as possible. Are they older, younger, male or female? What are their interests outside of your product and service? What is their income and education level?

When you dive into the demographics, you will be able to narrow down your social media platforms and find the most beneficial ones to pursue. Don’t spread yourself too thin by trying to manage multiple platforms at once, chose a couple which suit your audience best (sometimes this may just be one channel!) and put some time and effort into those.

Consider the nature of your company

Your products and services, your brand personality and your business type all influence your channel selection. Highly visual brands, like graphic designers, clothing companies and artists, should explore DeviantArt Dayflash , and Instagram , among others, while large B2B enterprises should definitely have LinkedIn at the top of their list.

However don’t forget that many large corporations have a visually stunning brand presence that shows well on Instagram, like Apple and similarly, creative operations are still businesses, and they can benefit from what LinkedIn has to offer. You just need to weigh what makes sense for your business and understand that what your company does impacts the options available to you.

Conduct a competitive analysis

Spend time exploring all your competitors’ channels, noting down what you see. The key questions to answer are:

  • Which channels/platforms are they on?
  • What and how often they’re posting?
  • How are they engaging?
  • What do they do and don’t do well?
  • What is working and what is not?
  • How does their activity compare to yours?

Once you conclude which social media platform(s) are producing the greatest results, start doing that too!

Understand the different platforms and their uses

Each social media platform has its own personality and ways of communicating. Twitter is great for conversations and trending topics, while LinkedIn is good for sharing professional expertise and company information. Instagram is a great visual platform and lets you have informal chats with your audience.

Spend some time understanding the channels you are considering and make sure you know the communication protocol. This will not only help you pick the best platform(s) for your company, but it will also help you avoid using the platforms incorrectly.

What is your social media goal?

Are you attempting to increase brand recognition? Entice visitors to your website? Up the sales? Or maybe customer service is your top goal? Make sure the platform you choose is appropriate for achieving your objectives. Prioritising Twitter to enhance customer care may be beneficial, given it is a top platform for customer feedback. Brands in the travel and hospitality industries may consider Instagram to showcase their offerings and properties in a visually compelling way. If you are hoping to reach out and connect with business customers, LinkedIn is a platform you should be utilising.

By following these tips, you should be well on your way to choosing those most suitable social media platforms for your business. Once you start using one or two, you will begin to see results and therefore ways to adapt the frequency and style or variety of what you post. Step back from time to time and evaluate what you are doing by revisiting these tips to help you refine your strategy.