Social media is an important part of any SEO campaign. Why? Because that’s where the people are. Social media makes up roughly one third of all Internet traffic.
Even if you’re a small business in a niche market, if you have just one competitor, they’re likely to be on social media. So no matter what product or service you provide, you’ll need to take an active, goal-based approach to your social media presence.
But what about the various social media platforms? They’re not all the same. Different social media platforms have a different culture, audience and strengths.
Let’s take a look at the different platforms and which ones are best for your brand:
The Big Guys
There are probably two major platforms which immediately leapt to mind: Facebook and Twitter. These are the social media giants which just about every brand needs to be on.
You’ll want your profiles here to have the same voice and design as your webpage. You’ll also need to be active on these profiles. Here’s what to keep in mind:
- Use a professional, but informal, tone.
- Post lots of pictures and videos.
- Post frequently – at least a few times a week.
The Smaller Guys
Don’t forget about LinkedIn and Pinterest. Many marketers don’t use these platforms to their full effect. Here’s what you need to know:
Over half of LinkedIn users don’t visit Twitter. If you’re offering a B2B product, you should be on LinkedIn to reach the significant number of business professionals who you won’t find on Twitter. The average user age range is between 24 and 44.
Pinterest is another site which is often overlooked. This is a bit ironic, since Pinterest is heavily focused on visuals. Brands on Pinterest should post about four to five times a week. Brands with a visual product, such as food, often find success by posting multiple times a day.
Snapchat and Instagram
If you’re targeting young adults, you’ll want a presence on both these sites. Instagram and Snapchat are both heavily used by those between 18 and 24 years old. Roughly one third of that age group considers Instagram to be their most important social network.
Finding the Best Social Network for Your Business
There’s no need to have a presence on every social network. You’ll spread your time and resources too thin if you focus on platforms where you don’t have much of a potential audience.
Buzzsumo is a great tool here. Simply enter primary keywords related to your industry. Buzzsumo will show you the most popular type of that content available, as well as which social platforms its most commonly shared on.
Should You Focus on Facebook?
Most Buzzsumo results will show you Facebook as one of the most popular platforms, regardless of your industry. Facebook is the biggest, most active social media platform in the world. But should you always make Facebook your biggest priority?
Consider focusing your efforts on a small platform. You might find more success being a bigger fish in a smaller pond. Targeting a specific audience on Instagram, LinkedIn or Pinterest might be the smartest move – and might make the most sense for your budget, too.
Check Out the Competition
Are your competitors finding a lot of success on social media? Take a look at how they’re doing what they’re doing. In some cases, you might be able to directly compete.
In other cases, you might find a social media platform which is underserved by the competition. You can focus your efforts on these platforms and connect with untapped markets.
Social media is more than just an active Facebook page and Twitter account. There are specialized social platforms you might find great success on. First, you need to know your audience. Then you can search for the social media platforms they use the most.
Instead of drawing customers towards your brand, go engage them where they’re already active.