Do you need to be on every social media platform?

Does your business need  a presence on every social media platform out there?  Simply put – no, you do not have to put your business on every social platform.  However, you do need to find out what platforms are a good fit for your company.  Keep in mind; your customers are using social media daily.  It is where they spend the bulk of their time. This means it’s necessary to have a solid social media presence. However, using every social media platform available to you because your customers do, is probably not the most beneficial move.

What are you trying to accomplish for your business through social media?

First, determine what you’re ultimately trying to achieve through social media platforms. Are you trying to build brand awareness? Do you want to be able to communicate quickly and directly with your customers?  Decide what your goals are for each platform and why. You will also need to figure out how much time you or your staff can reasonably devote to social media.

Next, research what platforms your current customers and target audience use most frequently.  A primary objective of social media for business is reaching your customers where they are.  So, WHERE are YOUR customers online?  To locate your ideal clientele, determine their demographics.  Do your customers fit a particular age range? Do your products or services cater more to men or women? What hobbies, interests, and lifestyles do your clients have in common? Are all of your customers located in one geographic location?

Once you establish your social media goals, how much time to devote to your social media marketing efforts, and who’s your target audience, you can determine which platforms make the best match for your business.

Which social media platforms are a match for your company?

Do not become overwhelmed as you enter the realm of social media platforms.  It seems as though a new platform springs up daily, while another is now obsolete.  To keep things simple while getting started, begin by establishing a Facebook page for your business.

Facebook is the largest social network worldwide. In the second quarter of 2020, Facebook reported 2.7 billion monthly active users.  Active users are those who have logged in to Facebook during the last 30 days. In the previous reported quarter, the company stated that 3.14 billion people were using at least one of the company’s core products (Facebook, WhatsApp, Instagram, or Messenger) each month.[1]

With billions of active users, it is safe to say you will find your target market on Facebook!  This social platform is crucial for your business.  Facebook is also a great starting point for building your online presence. Facebook makes it quite simple to set up a free business account with features that make it easy to customize your profile to your liking.

Another mega platform that happens to be great for reaching younger audiences is Instagram. Instagram is a member of the Facebook family and connects with younger audiences through pictures, videos, and Instagram stories.  Many companies and organizations gain followers by sharing glimpses into their culture, processes, company histories and personal stories.

Beyond appealing to the younger crowd, Instagram is known for its rabid user base. Case in point, 63% of Americans say they check Instagram daily. Couple this data with research conducted in Australia average Instagram user spends at least 7 hours per week on the platform.[2]

Like Facebook, Instagram is user-friendly and launching a business account is quite simple to do.  If you are looking to reach a very young demographic, apps like TikTok and SnapChat may be platforms your business should consider.

Before launching your social media accounts, review the pages of other companies in your industry and related industries.  Notice what, when, and how often they post. What are their followers commenting on? What posts are getting the most attention? What demographics can you decipher about their customers?

Be sure to have a strategy in place for each platform based on the goals you initially set.  Incorporate into that strategy a system for creating and scheduling content. Ensure your content is aligned with your intended message. Decide on how you will track and measure your progress on each platform.  Determine who will manage the social media for your company. Assign this as part of a job description to establish  Is this something you want to handle in-house or contract out to an agency to handle?

Social media is a necessary and useful tool for every business.  It is a great way to meet your customers where they are, grow your customer base, and establish brand recognition. Like most things in life, there is no magic or instant fix to social media stardom. However, creative original content that speaks to your audience posted consistently is the key to making it work for you.