Small businesses can’t afford the luxury of failing often, so they need to make sure that their advertising is working hard for them. Instead of running after the newest social media property, they should spend time really understanding their audience and where they can find them.
Why people use these social networks: To connect with people (and brands) online.
If you’re a small business, like a restaurant, a platform like Facebook could be a great place to start your social strategy. You can build a social media strategy (regular updates about your business, “like” other pages, and answer customer post comments or messages) that includes links to your website and details about your menu.
For companies looking to offer a professional service, B2B or publishing companies, LinkedIn is another great way to grow your following. LinkedIn emphasizes career-related networking.
A Twitter account could be helpful to companies in a wide spectrum of industries, from entertainment to e-commerce. This platform similarly allows you to create a profile where you can list and link company information.
You can then use Twitter to post about company updates, tag companies or customers in posts, retweet positive customer tweets, and respond to customer questions via tweet or direct messages. Like Facebook, you can also post content like photos or videos.
Roughly 88% of marketers say video gives them a strong ROI and 90% feel the level of video competition has increased. Adding a video platform to your social strategy could make your brand look relevant and keep you up to speed with your competitors.
Video can be helpful to a wide range of industries. While a restaurant could have a vlog with cooking tips, a technology company might focus its video strategy around product demos.
Media sharing networks give people and brands a place to find and share media online, including photos, video, and live video.
The lines between media sharing networks and social networks are blurring these days as social relationship networks like Facebook and Twitter add live video, augmented reality, and other multimedia services to their platforms. However, what distinguishes media sharing networks is that the sharing of media is their defining and primary purpose.
While the majority of posts on relationship networks contain text, posts on networks like Instagram and Snapchat start with an image or video, to which users may decide to add content like captions, mentions of other users, or filters that make you look like a bunny.
When determining whether or not your business needs to establish a presence on a media sharing network, it’s important to consider your available resources. If there’s one thing the most successful brands on platforms like YouTube or Instagram have in common, it’s a thoroughly planned mission and carefully designed media assets, usually following a specific theme.