Each business needs an internet based life nearness. Online life underpins your site, coordinates with SEO and promotions, extends your range, and constructs a network around your organization. It's a piece of your image story, and effects how you're seen. In any case, with the goal for it to be viable, you have to pick the correct internet based life stage for your business.
I'm here to assist you with making sense of that – utilizing mixed drinks.
Truly, you read that accurately. We're going to look at the most well known informal communities and their crowds to famous beverages and the individuals who appreciate them.
A gigantic piece of effectively utilizing internet based life in your advanced promoting procedure is recognizing the characters of your organization and your crowd – at that point picking the ideal spot for them to get together. The 'kind' of your social stage is the establishment on which your substance, promotions, and in any event, posting calendar ought to be constructed.
Cheers! Let’s get started.
How to identify your brand personality
How to pick the right social media platform
How to pick the right social media platform
While considering each social media platform, keep these questions in mind:
- Who is your target audience, and which platforms do they use most?
- What story are you trying to tell about your business, and your product or service?
- What kinds of content do you plan to consistently produce?
- How will social media support your website?
Now, let’s meet the contenders!
Facebook is a big-name, easy-drinking lager (Molson, Bud, Coors) or an affordable wine (think E & J Gallo). It’s reliable, familiar, and it gets the job done. Try as they might, other social media platforms can’t dethrone this household name.
photo of a row of brown beer bottles with an opener about to pop the top on one beer Sixteen years after its inception, Facebook still reigns as the most popular social platform. It’s the place you go to keep up with family and friends, or snoop on people you used to know. We check Facebook several times a day, often without even thinking about it.
- Facebook has 2.45 billion monthly users
- Canadians are the most active Facebook audience in the world
- Facebook ads are among the most affordable ads for small business, and its marketing features extend into Instagram (which is owned by Facebook) and Messenger
- Businesses can now host live video events and even charge admission, adding a revenue stream
- Facebook has even added a brand new Shops functionality, which is a free online storefront for small businesses
- Facebook reviews and your business profile details factor into your website’s SEO
- Facebook also has the widest age spread, with high daily usage among those 18-54
- It’s the content distribution channel of choice for marketers
LinkedIn is the number one social media platform for professionals. It’s classy, like a fine red wine or a tumbler of whiskey. That isn’t to say that LinkedIn can’t party – but everyone will bring a gift for the host, nothing will get broken, and guests will help tidy up before they head home.
- LinkedIn has over 690 million members
- There are over 3 million company pages
- LinkedIn is the second most popular social media platform for B2B
- LinkedIn ads are also particularly powerful for B2B companies, because they offer methods of targeting that no other social media platform can match: education, and job experience or title
- It has a built-in publishing platform, Pulse, where businesses can create articles that gain broad reach and drive traffic back to their websites
LinkedIn is a refined drink, sipped slowly over highly engaging conversation. If you want to get your name in front of the businesses most likely to buy from you, this is your place.
Instagram is like a cocktail so pretty you have to pause and gaze at it (or snap a photo) before taking a sip. It can be classy or silly and a little vain, and that’s what makes it so fun.
- Instagram has over 1 billion users
- Those people spend an average of 28 minutes per day on the platform
- Although 110 million of its users are from the U.S. (its largest audience), 89% are from outside the country and it’s the fastest growing social media platform in Canada
- 200 million Instagram users visit at least one business profile per day (Hootsuite)
- Although it’s most popular in the 18-30 age bracket, 71% of B2B companies have an Instagram account according to the 2020 Social Media Marketing Industry Report
- Facebook’s brand new Shops functionality, a free online storefront for small businesses, can also be hosted on Instagram
Instagram is a fantastic place to humanize your company, showcase your values, or to elevate your brand with striking images and video.
A survey released by Facebook (which owns Instagram) revealed that people perceive companies who use Instagram as popular, creative, entertaining, relevant, and committed to building a community. Those people use Instagram to discover, research, and make buying decisions about products and services.
Like making a gorgeous cocktail, quality Instagram content takes dedication and attention to detail – but the payoff is a delightful and highly memorable impression. Just be careful that the taste lives up to the presentation.
YouTube is like a seasonal beer on tap, because no two breweries will do a summer or winter beer the same way. What you get might be fun, smart, and highly educational… or it might be a dumpster fire of low quality and poor taste.
- YouTube has over 2 billion active users
- People watch over 1 billion hours of video on YouTube every day
- It’s the world’s second most popular search engine (after Google, which owns YouTube), processing over 3 billion searches per month
- One of every two Internet users around the entire world uses YouTube
- Users spend an average of almost 12 minutes watching YouTube videos every day
- It reaches more people between the ages of 18 and 49 than all U.S. cable TV networks combined
- 60% of users would make a purchase based on advice from a YouTube creator over a TV or or movie personality
- 53% of B2B marketers create organic content for YouTube, while 11% pay for ads on the platform (preferring the preroll, skippable ad format)
YouTube is a great place to add depth to your business content by creating videos and playlists, and engaging with your audience, while boosting your SEO. Think about it – when you type a search into Google, any video results are displayed above the page and post URLs. By creating videos around your target keywords, you can appear above your competitors.
People turn to YouTube to learn a new skill as often as they do to find hilarious entertainment, so there’s no need to try to fit into a specific content or personality box – you could find success creating how-to videos, topic awareness content, customer success stories, case studies, or expert interviews.
When it comes to YouTube, you want to be the tasty beer that’s so good, people stockpile bottles for the off-season. If you don’t feel like you have the time or budget to regularly create good videos, pick a different platform.
Twitter is like a game of “surprise me!” roulette with shots at the bar. Sometimes it’s highly informative, sometimes it’s super entertaining, and other times you have no idea what just happened.
- Twitter has 330 million active monthly users
- There are 145 million daily users, including 64.2 million in the US and 8.15 million in Canada)
- Of those people, the majority (28%) are 24-34 years old
- Around 70% of users visit Twitter for news
- Twitter is the 4th most popular social media platform for B2B (after Facebook, LinkedIn, and Instagram)
- Twitter ads are most costly than Facebook on average, but Twitter’s boast a higher engagement rate
Twitter is great for news. You can get a lot of information quickly from world leaders, media, and organizations. But because Twitter is like texting to the entire world, you can also read a ton of trash talk (‘mean tweets’ about celebs are so popular that they have their own late-night show segment). And sometimes your feed is nothing but the repetitive ‘inspirational’ leadership quotes from companies that have been working the same Twitter strategy since 2016.
At this point you might be thinking, why the heck would I use Twitter for my business?
It’s all about the conversational aspect. Twitter is THE place people think to go for quick customer service, and it’s especially useful for SAAS and other tech companies. Popular business messaging platform Slack uses Twitter to share software status updates, to answer customer questions, and to share tips. Social media management tool Hootsuite also has a busy customer support account on Twitter.
Just like telling the bartender to surprise you with a mystery shot, you might do REALLY well using Twitter for your business. Or you might stumble away feeling confused and a bit unwell.