Facebook? Snapchat? Twitter? Where Should I Post?

We all know that social media can be a really effective marketing tool. It gives you a direct line to your customers, allows you to build your brand and helps you direct traffic to your website.

But which social media platforms should you be using? Creating and maintaining a strong presence on all of them would take some serious manpower and it’s not always relevant to your company either. Each platform has its own demographics and its own way of working.

Here we give you a rundown of the most popular social media platforms to help you decide where you should be posting:

Facebook

Facebook has nearly 2 billion active users and is the largest of the social networks. Every business should have some kind of Facebook presence. However, as the youth turn away from a social network increasingly dominated by older generations, this isn’t the place to properly engage with under-24s. Millennials, Generation X and Baby Boomers, however, are amongst the 44% of users checking Facebook several times a day.

Snapchat

The majority of Snapchat users are under the age of 24, with a high proportion not yet out of high school. Content on Snapchat has to present an authentic look at your brand. Daily stories are formed from a collection of low-budget video snippets, meaning it’s a great option for brands who can’t or don’t want to spend thousands on slick video content. Working with influencers, encouraging users to create stories around a brand and offering promos codes are just some of the marketing tactics used by brands on Snapchat.

Twitter

Twitter is the most succinct of social media platforms, limiting its users to just 140 characters per post. However you can also post images, videos and links. Hashtags are a big part of the Twitter experience too. Add a few relevant hashtags to your posts to get seen across the network. Twitter has 328million monthly active users but it takes a lot of time and effort to post effectively. You need to engage with customers, retweet relevant content from across the network and become part of the Twitter community to truly reap the rewards of a presence here.

Instagram


Instagram (which is owned by Facebook) has great reach. It has 500million users, 59% of whom check Instagram every day. The platform allows users to post images and 15 second videos to their feed. Lots of these images are slick and edited to be aspirational rather than realistic. It’s the perfect place to build your brand image but, because links can’t be placed within posts, it’s not a great way to direct traffic to your website.

LinkedIn

LinkedIn is a business oriented social networking platform and almost 80% of users are aged 35 or older. It’s a good place for B2B communications and promotions. In fact, according to the 2015 Social Media Marketing Industry report, LinkedIn now beats Facebook as the most important platform for B2B marketing. Brands use the platform for product launches, employee recruitment, generating leads and establishing their companies as industry thought leaders.

Pinterest


70 million people actively use Pinterest. The majority of these are women with the most popular topics including home décor, weddings, fashion and recipes. Images are posted to Pinterest. These can then be assembled into a digital noticeboard. Marketers have the added advantage of adding a Pinterest “buy button” to their posts meaning users can be directed straight to a product on your website.

Whatever your business and whoever your target market, there’s a social media platform out there to help you market your brand. Think about the demographics you want to reach out to and consider your social media objectives before choosing your social media platforms and designing your strategy.

Corinne Ledling is a businesswoman who’s very passionate about her job. She’s a Content Manager at Bizstats.co.uk and loves to share social media tips and tricks and her marketing experience.

Cheat Sheet: Your 10-Step Guide to Getting Started on Twitter 

If you didn’t set up your Twitter account in 2006, it’s easy to feel behind the times. Even if you registered “the perfect handle”, using social media correctly requires strategy. For celebrities or charismatic bloggers, it doesn’t require much for people to engage. What if you’re a niche company or have specific messaging? How do you get people to care?

1. Ask yourself first, why do you care?

Before you create any marketing approach, decide why you want to promote. Do you want to converse with your audience? Maybe you’d prefer a more diverse group of people. Or perhaps you want to collaborate with specific groups within your industry. If you have a clear sense of what you’re doing, it will show in your actions. For several years I worked in the parenting and lifestyle industry blogging for several platforms under one company. We had 10 employees. Now, I am working at an organization that has over 200! However, some of the same rules apply even though the industry and size of company are drastically different.

2. Be consistent with your messaging

With one person at the helm of your social media and marketing, your company is able to distribute messaging that is streamlined, timely, and collaborative. If you have too many cooks in the kitchen, your editorial voice is unrecognizable. You can work with different members of your team to get ideas or to boost specific events or blog posts, but one person should be constructing the messaging.

Having content like this Windows Through the Years page is a unique way to pass along information to our audience. Because it’s evergreen and interactive, we can share this several times throughout the year depending on what is happening according to our editorial calendar.

 

2. Start small but keep at it

The great thing about Twitter is that if you are active, people will start engaging with you. The entire philosophy of Twitter relies upon people working together to showcase their skills. It may seem like a small feat capturing 2 or 3 new followers or getting 1 or 2 likes. The growth will be small at first. But if you capitalize on trending hashtags or institute a theme (Like #ThursdayThoughts or #WellnessWednesday) you can create content centered around what’s already popular.

You can amend the types of trends you see and use those hashtags to make the most of your content. It’s important not to boost your material with an improper hashtag. You can get suspended or even removed from Twitter if you abuse the trends. Get clever with them, but don’t exploit them.

4. It doesn’t hurt to spend a little cash

Something to think about utilizing is Twitter’s Promoted Tweets. Try using a promoted tweet to redirect people to your blog or published content by placing $10 or $20 behind it. Set a monthly budget and track those tweets over time to see the resulting interactions. While engagement can feel like a slow process, you should see immediate results with Promoted Tweets.

5. Make it easier on yourself with automation

Automated platforms like HubSpot, HootSuite, and TweetDeck are helpful services to track and schedule messages. While you could spend hours a day constantly updating, scheduling in several messages for the week can help you stay organized. It’s important to check your feed each day to see if you’ve gotten any engagement, but you can focus on other projects and be less distracted by Twitter noise if you schedule them out.

6. Capitalize on the status of your best followers

When a verified Twitter user follows you or networks with you, don’t miss this opportunity to capitalize on their status. They might not have a ton of followers, but their verification standing is important as an influencer. That little blue check next to each name signifies expertise in a certain field. Weather they like your post, retweet it, comment, or follow you, any type of action from their end is an opening to a conversation.

7. But don’t make it awkward

Direct Messages can result in a slippery slope between dialogue and stalking. Keep in mind you can only Direct Message users whom you are following and who are following you. The point of these messages is not to harass someone- but to entice them in to furthering the exchange perhaps over email or business phone call. If you’re a business targeting an individual, the last thing you want to do is try to sell to them (either with a product or an idea) over messaging. It’s easy to forget that behind a persona is a real person—with feelings! Sarcasm or snarky remarks can be taken out of context, so remember to bear on the professional and friendly side when chatting with people. Keep messages brief, to the point, and with a positive attitude.

8. Be colorful

Posts with photos do infinitely better than those without. This is where you can get a little bit more creative if your copy isn’t super engaging. Subscriptions to photo libraries like iStock can be useful, though pricey. Plan your budget and stick to it. Original photos, while they may be trickier to acquire, are beneficial to showing your audience that you’re a real person behind whatever it is you are promoting. Use a photo (not a logo) in all of your posts.

9. Finally, don’t forget to have fun, too

Ultimately, Twitter is a helpful tool to engage with your community and industry, but at the end of the day, it’s also supposed to be fun. There are cool features like GIFs which you can use (sparingly!) in your messaging to humanize yourself and company. You can also add original images to make your posts stand out. If you’re not a graphics master, free services like Canva can help you create quick and colorful visuals.

Try one or two of these tips and see which ones work best for you. Once you get into the swing of things, experiment with other things like videos, twitter parties, and Follow Friday campaigns.

Mandy Fisher is the Digital Marketing Manager at 1E. She is a journalist, actor, and content creator. She has been seen on Broadway, in magazines like Real Simple, as well as sites like Mashable, USA Today, and Forbes. Photos and videos are all her own. She lives in New York City and drinks too much coffee.