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Not all social media platforms are created equal: here’s why

Updated: Jun 8

Not all social media sites are created equal. It is something that each social media supervisor admits.


Social media can be a powerful marketing tool for businesses, especially for small companies that lack funds. Or even large organizations with huge marketing funds but lesser technical know-how.

However, handling social media can be challenging. With a brand new social media site popping up almost every other day it can be easily presumed that your small business should utilize every tool.

The main thing to remember is that while using social media, do not overextend yourself by attempting to utilize as many channels as you can without understanding the tool in detail.

Your task is to facilitate that conversation and nurture a relationship between customers/prospective customers and your organization. You shouldn't fit yourself into each piece of their conversation unless there's a severe customer support problem -- that is when customers value the brand stepping in. Therefore, you need to first identify the tool that fits into your brand narrative and forms cohesive synergy between what your customers want and what you stand for.

Regardless of the challenges and investment, there are many benefits for smaller companies using social media as a marketing instrument -- but doing this correctly is the key. Here's a look at how you can utilize a number of their hottest social media platforms:

Facebook: For a large chunk of the population, Facebook is synonymous with social media --and given its sheer size, it surely has clout.

But it's essential to keep in mind your business goal here.

Its sweet spot is consumer-facing tiny businesses that are considering creating a community of faithful customers by facilitating discussions and experience sharing between their friends and loved ones.

Facebook provides a fantastic discussion forum to keep customers informed and make them a part of their dialogue surrounding business choices: a new menu item, discounts, new products to market, etc.--and may also enhance loyalty.

Twitter: This "micro-blogging" service has matured significantly over the last decade of its presence, and its significance to businesses is immeasurable.

Since Twitter provides a fast and concise manner for customers to share their feelings--about anything-- it could either be a blessing or a curse for businesses.

Many companies have already found that rate to their benefit, tracking Twitter for mentions of the organization and using it as a different channel for client service.

This manner, Twitter can be a fantastic selection for you also.

However, the usage of Twitter shouldn't be restricted to only listening; additionally, it provides a great platform to initiate a dialog with customers and prospective customers.

For instance, if your company is having a sale, you can tweet links to vouchers, enticing both new and present customers.

LinkedIn: People often think of Linkedin as a mere professional networking site, but it can be a whole lot more than that for the small businesses.

The best advantage of Linkedin is networking. You can network with shareholders, clients, as well as potential employees.

It is also a fantastic place to collect current and former clients' articles as well as referrals to your business, and even for the current or former employee to include the company in their listing of current or previous employers.

Pinterest: One of the hottest social media platforms available right now is Pinterest.

This platform is best suited for companies that sell highly observable and appealing products which individuals will want to post on their boards and share.

This can then help develop a community that will be invested in these products and prepared to share them with their buddies. Additionally, it offers a simple connection to e-commerce--particularly when a user finds something that he/she can enjoy.

It is great functionality for companies that are already selling their products on the web.

Thus, the first step for small businesses, even before choosing that social media platform(s), should be to think carefully about your target segment, goals, timing, and tools you need to dedicate to social media.

Once you have finalized the platforms that you are going to use, these four items are the guiding principles for any advertising campaign, but even more so for social media. campaigns.

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