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Social Media Channels for Your Business –
It’s old news that social media is big. Facebook recently reported 1.5 billion active monthly users, and that’s nearly a fourth of the world! Almost all social media channels worth its salt has reported an increase in its total number of active users. Some social media channels or platforms, like LinkedIn and Pinterest, have grown faster than others, such as Twitter, Google+ and Facebook.
However, statistics show that most demographics are already consuming popular social media channels and usage is likely to plateau out in the next ten years or so, as entire populations come into the fold of social media. What we will see then is the slow balancing out of social media as users figure out what works best for them.
Social Media Channels
Below is the list of Social Media channels for business.
The Big Kahuna. The one none can ignore. It is a given for any serious business, more so than a website these days! Facebook says you can target your ads and posts with demographic data such as age, geography, likes, and tastes. That’s an advertiser’s dream. It’s like having a business dinner with your client. Its promise is exciting; it holds a lot of opportunities. But it is, as many of you may have experienced, very difficult to break into. Facebook’s policies make it extremely difficult to promote your product effectively, and to make any sort of dent in the market, you need to spend both time and money. Of course, you know the audience is there, and that can be frustrating.
Bottom line: Be there if you want to be social. Advertising can be tricky, but for B2C local businesses, a great place to be.
Look out for: Facebook will make it easier and more obvious to advertise, but the money for reach will doubtless increase.
This is more like the young Lion King. Twitter has reported 307 million active monthly users worldwide at the end of the third quarter of 2015. Anyone can view your posts, so it’s a bit like throwing your bait out there, and hoping some fish will bite. Twitter works for interesting ideas and conversations; so if you’re a service professional in a particular niche, say, animal welfare or nonprofits, you can build a serious base of probable customers simply by retweeting others’ content.
Bottom line: Use if you have something to say often. Just putting out content when you have a product release or an event will not work.
Look out for: Twitter will also build advertising and business capabilities into the system; so, watch the space. When they do, you need to be ready.
Let’s move to the next social media channels.
Owned by Facebook, this video sharing platform works only for certain kinds of social media users. It is primarily for a younger demographic, and it can be tough to use it for marketing purposes. The YouTube site is also not used much anymore, as the content is accessed directly from the social media page itself; for example, from the Facebook feed, rather than on the YouTube page.
Bottom line: Try it out and see if it works. Only for specific types of businesses.
Look out for: More embedding on all social media channels will mean that the YouTube site will be visited less.
Pinterest, the image-sharing platform, is much more than that. It is a place where people create their own albums of visual content. There are two ways you can use this: either curate awesome content, so you have a great fan following yourself, or create such attractive content that famous pinners pin your content on to their boards. This can be a tricky place to navigate, and most of the boards here are veered towards female consumers: food, fashion, trends, etc. Remember, though, that curating good content relevant to your audience is not as easy as it sounds. Rich Pins are a way that companies can display their products with relevant price and availability information.
Bottom line: Evaluate your capabilities. Ask yourself: Can you curate good content?
Look out for: An increase in Rich Pin-like capabilities, to enable easier purchasing through the site itself.
Let’s move to the next social media channels.
This is the social media platform, in my opinion, that has not been exploited well by marketers. It is shaping up to be a great community of people, meaning business, and organized by their professional interests and lives. This is what they want their business associates to see. It has mostly been used for job-hunting and recruitment, but that is just one of the things that LinkedIn can do.
For businesses, LinkedIn is a great place for promotion and creating business relationships as well. And this is filtered content with next-to-no frivolity.
Bottom line: If yours is a B2B business, go for it!
Look out for: Better and more enhanced relationships between businesses and similar interest groups.
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