Most small businesses can’t afford to dive into every social media channel to promote their products and services. The most effective method for those starting out in social media marketing is to choose a few platforms and focus on them exclusively to deliver content marketing to the customers you most want to target.
So which social media platforms will give the best ROI and bang-for-the-buck? It depends on your business goals and who you are trying to reach with your message.
Here is a brief synopsis of the pro’s and con’s of each of the major platforms:
Facebook – is all about building relationships and growing networks of friends with similar interests. It has more than 2 billion active users of all ages, making this a great platform for building a community associated with your product/service, developing brand loyalty, promoting local events, and posting information and resources that are linked to your business. Downside is that it has low “organic” reach. Thus, some paid FB ads are usually the norm, but not a requirement.
Twitter – has a reputation for breaking news, providing industry insights and sharing valuable resources. The use of hashtags enables you to know what’s trending in your area, and participate in conversations that are key to your brand. It’s great for brand development and it’s great for connecting with influencers. Downside is the relatively short lifespan of a tweet.
Instagram – is the social media platform with the youngest base of users. It uses photos to connect and converse. If you’re in retail, beauty, food, travel or any other “visual” medium, this platform is a must for your business. Hashtags guide users to trending subjects, so it’s pretty easy to get started if you have some good looking photos or videos. Downside is that if your product/service is not very visual, it might not be the best platform.