How to Choose the Best Social Media Site for Your Business

Updated: January 2020

Does it feel like a new social network pops up almost daily? Feeling pressure to be "everywhere" and running to keep up?

If you've wondered which social media site is best for your business, it's no surprise.

With a variety of platforms to choose from, knowing where to spend your time can be difficult.

So, what social media platform should you invest your effort and money into?

Here’s everything you need to know about the top 6 social networks and how to leverage each one.

You'll learn where to begin, what to analyze, and what the value (and true ROI) is - no matter your industry.

How to Choose the Best Social Media Site for Your Business

Facebook

There's no denying it. Facebook is the reigning social media King.

With 2 billion users now on Facebook, overlooking it is a mistake.

And while it might have been the network you connected with your family and friends on, it's now a place where consumers connect with their favorite companies and brands.

Compared to other social networks, Facebook’s role lies in helping companies build strong brand loyalty, a solid reputation, and better relationships.

In that, businesses establish themselves as an authority in their specific niche through quality (and engaging) content.

Want to attract the right people to your Page? Start by building out your "About" or social media bio.

Tips to Help You Craft Your “About”

• Add your mission, vision, and values along with any founding details that would matter to potential clients.
• You have a short amount of time to gain the attention of potential fans. Put the most relevant details at the top of your “About.”
• Answer questions any customer or fan would have.
• Provide success stories and examples of how you’ve helped others. Was there a difficult situation you were able to work through? Highlight that story!
• Strike industry jargon from your messaging and talk to your audience in a conversational way.
• Add keywords and phrases that are relevant to your business and would be used by anyone looking for your business.

Once you've done this, it's time to get the conversation started. Share content that encourages dialogue and interaction.

Red Bull is a great example of a brand that's established a personal connection with their customer base.

They don't simply push energy drinks but instead create an experience around the drink itself.

The brand’s adrenaline-filled images and videos capture people’s attention, imagination, and inspiration.

Twitter

Twitter is another social media site that’s appropriate for any business or vertical.

With over 300 million users, Twitter offers a unique opportunity to engage in real-time. No matter what type of content you're looking to share, Twitter has an audience for you.

And its brief 280 character format makes it simple and straightforward. Yet, many businesses still feel stumped at where to begin.

Here's a Few Easy Ways You Can Use Twitter

• Interact and engage with your customers building deeper, more meaningful relationships.
• Offer a solution to your potential client's top questions.
• Share your story and give a sneak peek into what makes your company tick.
• Highlight your employees by sharing a behind-the-scenes look at your day-to-day operations.
• Take your customer service to a whole new level by actively listening.

The NBA is a perfect example of a brand that's nailed the Twitter strategy.

With every post, they add context and conversation around the brand. Plus, they're timely. Something anyone can borrow from and incorporate into a Twitter strategy.

https://twitter.com/NBA/status/1213897673578823681

LinkedIn

Compared to many B2C customer-oriented social platforms, LinkedIn focuses on cultivating B2B relationships.

Whether you want to make industry or vendor connections, LinkedIn is the place to be.

Far from the "static resume" many thought it to be back when it first launched, LinkedIn has evolved. Maintaining a presence on LinkedIn allows you to:

• Form a list of valuable business connections (network, network, network!)
• Raise awareness and visibility around your business.
• Stay top of mind and on top of trends in your industry.
• Share knowledge and expertise.
• Find skilled employees.

Mashable has made great use of their LinkedIn Company Page by understanding who their audience is. Rather than wildly sharing content, they've narrowed down their offerings.

Their mix includes content focused on business sales, productivity, work/life balance, and sustainability.

3 Ways You Can Use LinkedIn

1. Publish long-form content to LinkedIn's publishing platform. Not a blogger? No problem! LinkedIn makes it easy to write content designed with your connections in mind.

And just look at the benefits! When you publish a long-form post on LinkedIn:

• Your original content becomes part of your professional profile. It displays on the Posts section of your LinkedIn profile.
• It's shared with your connections and followers.
• Members not in your network can follow you to receive updates when you publish next.
• Your long-form post is searchable both on and off of LinkedIn.

2. Join a LinkedIn Group relevant to your business or niche. It's a great way to establish rapport and build credibility.

Share great content, get involved in the conversation, become a part of the community. Connecting with like-minded individuals will help grow your sphere of influence.

3. Enhance your LinkedIn profile to make the right connections.

• Complete your profile. Add past and current employer information, special skills, education all contact details. Don't forget to add your website and social profiles.
• Do your research and use keyword phrases that align with your industry or niche.
• Add your presentations (tap into the power of Slideshare), upload documents and share client testimonials.
• Use the same professional headshot you use across all online properties. Create a consistent look and feel.
• Use your LinkedIn Background Photo to express who you are, what you do and who your business helps.

Neal Schaffer's LinkedIn profile is an excellent example of how to make the most of this space. (read more here on how to maximize LinkedIn for your business)

Pinterest

Want to connect with your target market through the power of visual marketing? Pinterest is your answer.

Just take a look at the statistics and you’ll see that no matter the age, demographic or industry - your audience is spending time on Pinterest.

Sure, you might think Pinterest is just an online scrapbook, but you'd be wrong. Pinterest is an inspiration station - showcasing products and passions through appealing imagery.

The biggest difference between Pinterest and other visual networks is its lead and traffic generating opportunities. While Facebook is great for building relationships, Pinterest is the network to grow traffic, leads and sales.

Sephora is an example of a brand that has mastered Pinterest marketing. Sephora uses Pinterest to share beauty tips, tutorials, and inspirational looks.

Plus, they involve their followers in a way many businesses haven't figured out how to do through user-generated content.

They've built a loyal and highly engaged following through creative and consistent pinning.

And while engagement is great, the challenge for many businesses is knowing how to use the platform to get found.

Want to create and pin content that helps you stand out on Pinterest?

Here's how:

• Know your content focus and make it easy to find.
• When people are searching within Pinterest, what keywords would align with your business?
• Understand what those phrases are and use them within your content description. Give exact details about the content, but use keywords sparingly. You don't want to appear spammy.
• Create images that speak the language of your audience. Help them self select into your product or service.

Instagram

Visual marketing has taken the world by storm. And with that has come the massive popularity of Instagram.

Like Pinterest, Instagram centers around visual content. Users and brands alike post photo and video that inspires, delights and encourages interaction.

Instagram allows for a more personal connection. Rather than company marketing speak, Instagram shares the human side of the business.

And in a short amount of time.

Because after all, people are busy and no longer have the desire to read long messages and texts. What they do have is a quick second to glance at an attractive image, read a quick tip or inspirational quote.

Showcase your business, service, and product through snackable and shareable content.

GoPro is by far one of my most favorite brands on Instagram. The versatile camera company has taken complete advantage of our visual appetite.

Their page is full of awe-inspiring photographs of real people doing amazing things. Moreover, most of the content GoPro posts are user-generated.

This has created an audience that's involved and engaged, building brand loyalty through eye-catching content.

https://www.instagram.com/p/B68KoV8HuCb/?utm_source=ig_web_copy_link

YouTube

Looking to make better connections with your potential clients? Video and live streaming are where it's at.

But the daddy of all videos is still YouTube.

Just take a look at the statistics and it's easy to see, YouTube is a must for anyone generating video content.

• YouTube has over 2 billion users — almost one-third of all people on the Internet — and every day people watch over a billion hours of video on YouTube and generate billions of views.
• YouTube overall, and even YouTube on mobile alone, reaches more 18-34 and 18-49 year-olds than any cable network in the U.S.
• The number of hours people spend watching videos (aka watch time) on YouTube is up 60% y/y, the fastest growth we've seen in years.
• The number of users coming to YouTube who starts at the YouTube homepage, similar to the way they might turn on their TV, is up more than 3x y/y.

Whether you're a small business owner, entrepreneur, startup or a local business, Google Small Business shows how to get seen, get found, and get your business in front of the right audience.

Steal a page from their book and share relevant, interesting, engaging, and helpful content that puts answers in the hands of your audience.

https://www.youtube.com/watch?v=-19QflV07uU

Now while I haven't mentioned Live Streaming - Periscope, Facebook Live, IGTV, and many others - there is power in each platform.

The key is identifying where your target marketing is hanging out and your time is best spent.

Final Thoughts

If you want to succeed in social media, you need to plan for it.

Stop wasting countless hours trying to be everything to everybody. Focus on the process and strategy for each social network that matters most to your business.

What social networks will you incorporate into your marketing? Take the opportunity to use each one to magnify and expand your online presence.