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Social Media – Which Platforms are the Most Important to my Business?

Posted by Nolan Wilson

on Mon, Jul 21, 2014 @ 09:00 AM

Social Media: which platforms are the most important to my business

It’s safe to say now that most start-ups and new businesses know they need to be on social media. No longer is it a question of “should I join?” but now it’s a question of “where should I join?”

The first move most companies make when they decide to get involved with social media is to build a Facebook page. This is a good first step. It’s the king of social media, and with more than 1 billion users, there is no doubt you will have the opportunity to connect with your customers.

But after this, companies tend to be all over the board regarding which social media sites they join. Should you join Twitter? Maybe. Should you join Pinterest? Perhaps? What about LinkedIn? Most likely.

Every Social Media Strategy is Unique to Your Business

The truth is there is no one size fits all social media strategy. The platforms you join and how you engage should be based on what your business offers and who your customers are. As with other areas of your business, taking a customer-centric approach to social media will help you get the best return on your investment.

Blindly joining as many social media sites as you can think of is not an effective strategy. Even though you may have a profile everywhere, how well do you think you will be able to maintain and engage in meaningful conversations with your customers?

This is why you need to spend time upfront looking into your options. You need to understand the social media sites that are best for your brand or company. Why? When you use the right platforms, you will:

  • Generate more targeted leads

  • Connect with your customers in meaningful ways

  • Engage in the conversation more effectively

  • Experience a greater ROI on your investment in social media

When you take a catch all approach and try to use all social media sites without determining which make most sense for your business, you risk:

  • Wasting time

  • Wasting resources

  • Putting in more effort than necessary to engage your customers

  • Investing in social media platforms that will not provide you with the ROI you anticipated


How to Determine Where to Invest Your Time in Social Media

The most important thing in real estate also holds true in social media: Location is the key to your social media success. As a business, you need to know where your customers are hanging out on social media if you want to be successful.

  • Where is your targeted audience spending time on social media?

  • Which platforms do they use most frequently?

  • How are they using these platforms?

  • Where are they most active? (Remember there is a significant difference between users and active users)

  • What activities do they like? Do they use social media to search for news? Talk with other users? Engage in conversations?


Start With the Big Dogs – Facebook, Twitter, LinkedIn, Google+

To get the ball rolling, your best first step is to start using the four main social media platforms. They have the most users, are the most popular and will have your customers as active users. Plus, they will also help you improve other components of your Internet marketing strategy such as increasing brand awareness, increasing website traffic, and can even help boost your SEO strategy. These sites will help you to actively get involved in the social media world.

Once you have built your presence on these platforms and understand how to use them individually and collectively to engage your customers, it’s time to start exploring other smaller, niche social media sites to connect with your customers.

Here are some other social media websites that are worth considering:

  • Pinterest

  • YouTube

  • Instagram

  • StumbleUpon

  • Tumblr

  • Reddit

  • Foursquare

This is not to say that you should join all of them. Join the sites that make the most sense, given your business and your customer base. If a site doesn’t mesh well, don’t waste your time on it.

Remember, social media is about engagement and relationship building. Choose the platforms that will help you achieve this with your customers.

Learn More About How To Effectively Use Social Media

Social Media: Find Your Sweet Spot To Posting Frequency

A Newbie's Guide To Targeted Facebook Advertising

5 Tips To Help Build Your Facebook Audience

10 Common #Twitter Mistakes All Businesses Need to Avoid – How Not to be a Twit on Twitter

How to Optimize Your #Tweets For Lead Gen In 25 Minutes A Day

5 Ways Google+ Enhances Your SEO

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Nolan Wilson
Manager/Content Development

Nolan helps businesses plan, strategize and create content to support inbound marketing campaigns. He keeps up with the latest trends and developments in content development and SEO to ensure your content meets the ever-changing standards of Google and is positioned to help you exceed your online marketing objectives.

Let WhiteSpace handle your content so you can focus your time on what you do best – Successfully running your business.


Written by Nolan Wilson

Nolan is an avid writer, go figure! But more specifically, writing inbound online is his passion, and he's really, really good at it. You can follow Nolan on Twitter.
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