“Commit to a social media strategy” is a commonly heard piece of business advice for any company competing in today’s economy. Yet businesses are often unclear of which social media platforms will yield the best results for their business. Considering the vital role that social media plays within a business, it can become a complicated decision when choosing the correct platform as the outcome of each post is essential for tracking results and moving forward.
When deciding on which platform will best suit your business, you need to consider how you want to communicate with your target audience. Here are three steps describing how to choose the best social media platforms to build your brand:
Step 1: Investigate each platform’s audience
It’s important to use your resources wisely. Research will help your business utilise its resources and know which platform will achieve the best engagement. As audiences are constantly shifting, constant research is necessary to achieve a better understanding of your audiences.
Here are four of the most popular social media platforms that businesses are using to engage with their audiences:
Facebook is a great starting point for sharing content because of its business-friendly nature and provides great opportunities for creating brand awareness through its many active users.
Twitter is an online networking tool that uses hashtags and ‘@’ mentions to interact with its target audience.
LinkedIn is a platform that connects business professionals with one another. Therefore, if your business follows a B2B model, it’s best to post on LinkedIn.
Instagram is a visual platform for businesses who seek to produce high-quality images. The option to add a caption and searchable hashtags is also available.
Step 2: Determine what type of content to post
After a full analysis of the the various platforms, your business should now decide what type of content you want your target audience to see. This should be aligned with your business objectives. Various types of content include images, videos, polls and articles.
Step 3: Observe your competitors closely
Keep a close eye on competitors that compete for the same target audience as your business. Observe them and try to distinguish the finer details such as how often they post, if they pay for their posts and which segment of their audience they attract the most. Every opportunity is a learning curve, therefore it’s essential to watch where your competitors post and what content they’re posting.
As a result of this observation, try to determine what type of social marketing strategy they are utilising and tactically incorporate it into your own strategy (if successful).
How can a PR agency manage this for your business?
Public relations generates a two-way communication between a business and its target audience. A PR professional has the tools and knowledge on how to use social media achieve in order to positive results. A PR agency focuses largely on the digital space which includes developing and managing social media campaigns, as well as various sources of online content.