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Picking the Right Social Media for Your Business

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Picking the Right Social Media for Your Business

by Donovan Dillon Contributor

Posted on October 15, 2014 18:43 PM

The number of social media platforms is growing and all offer different social media marketing tools for your business. The problem is choosing which platform will reach the largest audience in your target market. It is impossible for your company to have an amazing presence on every social media network, so understanding which sites are relevant to your company and how to convey your branding throughout social media is critical.

The Big Three

There are three social media outlets that have become critical for businesses – Facebook, Twitter and YouTube. Facebook is the powerhouse of social media, but it is important to remember that the social media marketing tools on Facebook are less about selling and more about promoting your brand. The goal is to portray your company as friendly and sociable in hopes that other users share your information with their friends. Twitter, on the other hand, is more “in the moment.” It is the perfect tool for breaking news, updates or to answer questions from those who follow you on the site. YouTube is visually driven, as opposed to Twitter which is text driven. It is best for companies that want to showcase products, demonstrate how a product is used or provide a more visual view of the company. You can even use YouTube to highlight employees, give virtual tours or showcase company events.

Up and Coming Social Media

There are several social media sites that are growing in popularity. LinkedIn focuses on growing connections in the business world. The site is best for service providers as it offers social media marketing tools that allow businesses to discuss the services they provide. Although manufacturing companies and retailers should have a presence on LinkedIn, the site is more about personal connections. It is also a good place to advertise job openings since the site connects profiles of individuals who meet your needs; the candidates you receive will be more closely connected to your requirements.

Pinterest is also one of the fastest growing social media platforms today. The site is a content-sharing service that allows users to post, or “pin,” links, photos and other information that they find interesting on their “boards.” It has a largely female audience and is perfect for businesses where visuals are critical, such as retailers, designers or hospitality services and travel destinations.

Consistent Branding

One of the most important things to remember about the available social media marketing tools is to keep your company branding consistent throughout. With the availability of social media referral programs, consumers are far more educated than in previous generations, and they are able to spot inconsistencies quickly. Be sure that your social media presence matches all other online information, with the same logo, taglines and promotional material. If you have a brick-and-mortar shop, it should also have the same branding as your physical location. Develop a social media branding voice so that posts to social media sound as if they were all made by the same person, regardless of who is handling that particular campaign. Ask questions that will seek responses from current and potential customers. Simply posting promotional messages will not draw the attention of social media users, but asking questions prompts responses and leads to better communication.

Understanding the many options available for social media marketing tools is important to know which ones are best for your company. To learn how MODsocket can help take your social media marketing to the next level, visit us at www.modsocket.com


About the Author

Donovan Dillon is President of Ad Giants - a Next Generation Marketing Services company specializing in software-as-a-service and creative solutions that improve sales and marketing effectiveness. Donovan has over 25 years of marketing, product management and technology planning experience. He was previously head of Marketing for Broadwing Communications, and has held senior marketing and technical positions with Level 3, XO Communications, and ATT.