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Which Social Media Works Best for Your Business?

In the grand scheme of things, social media as we know it is a new concept – especially in the context of business marketing strategies. What started as a personal platform to connect with friends has turned into one of the most powerful marketing tools for businesses all over the world. Some businesses cling to social media, while others are more hesitant to toss their hat into the social media arena. This sector of marketing takes time, effort, and dedication, but before you dive into a full strategy, you should identify what social media channels would be most beneficial for your company. You want to make sure you're putting your valuable time and resources into the right platforms, and this is your first step in choosing what's best for you. 

Facebook for Business 

In the first quarter of 2021, Facebook had roughly 2.85 billion active monthly users. With such a large audience, Facebook has made itself one of the most useful and versatile social media marketing platforms. 

Benefits: 

  • Great for B2B and B2C companies
  • Space for dedicated business pages that can provide important company information and another point of contact for current and potential customers
  • Accommodates a variety of tones whether it be silly, serious, or anything in between
  • Offers a variety of options for paid and organic marketing opportunities
  • Offers niche groups to join and participate in 

Downfalls: 

  • Difficult to gain traction organically
  • Organic success requires a large following, dedicated followers, and a highly involved social strategy 

If you had to choose to invest time into only one platform, we would recommend Facebook. This platform is versatile, provides organic and paid options, and has a reach that would be vital for any company. It helps build your brand and gives your company credibility for those who are looking to do business with you. 

LinkedIn for Business 

Though launched in 2003, LinkedIn didn't hit 70 million users until June of 2010. It now has 750+ million current members and is the leading platform for networking and B2B business marketing. 

Benefits: 

  • Has a standard, professional tone that brings business owners, professionals, and job seekers together
  • Excellent tool for B2B marketing
  • Can be beneficial for B2C companies to enhance credibility
  • Creates more opportunities to engage with consumers not otherwise connected on other social platforms
  • Offers niche groups to join and participate in 

Downfalls: 

  • Many valuable tools require a paid, premium membership
  • Has limited automation options, thus requiring a more hands-on approach 

If you're a B2B company, you should highly consider building your brand on LinkedIn as well as Facebook. If you have valuable information that pertains to the workforce or your industry, this would be a great place to share it and establish your company as a resource. 

Twitter for Business 

This platform can be a tricky one to integrate into your social media strategy, but that doesn't mean it's not worth the time! It's extremely rare for a company to rely on Twitter as their sole social media platform as it creates space for a different kind of conversation. 

Benefits: 

  • Excellent space to voice your opinion and provide information
  • Easy to engage with other industry professionals and potential/current clients
  • Tone can vary from extremely casual to strictly professional
  • Easy to automate
  • Typically reaches a younger audience 

Downfalls: 

  • Typos and mistakes are more likely due to the nature of the platform
  • Limited characters
  • Difficult to correct mistakes after they've been retweeted (can create some negative public attention)
  • Doesn't necessarily add to your credibility because of its causal and opinionated nature 

Twitter is a niche market and requires a time commitment from an interaction standpoint. To determine if Twitter is right for you, it's important to take your goals, time constraints, and industry into consideration. 

Instagram for Business 

Instagram was released in October of 2010 and had since grown to have 1.074 billion users. Much like Facebook, Instagram has a huge number of users, and this makes it an excellent place to connect with your audience. 

Benefits: 

  • Excellent for companies with a lot of original, visual content
  • Primarily for B2C, but can branch into B2B in very specific circumstances
  • Provides shop button to link to eCommerce stores
  • Much more casual and brings a more tangible, human feel to your brand
  • Low priority for many marketers, minimizing some current competition 

Downfalls: 

  • Few opportunities for B2B marketing
  • Difficult to send people to a specific website 

If your company has a plethora of visual content, works with the end-user, and wants to connect with those ages 18-34, this is the platform for you. 

YouTube for Business 

While all of the listed social platforms have space for videos, none of them are dedicated solely to videos like YouTube is. 

Benefits: 

  • Dedicated to videos
  • No time constraints for videos
  • Provides content for other social media platforms
  • Opens up the possibility of presenting content in a whole new way
  • Increases brand awareness and can position your company to serve as a resource 

Downfalls: 

  • Lack of control of how videos are viewed by the audience
  • Related videos section could present your clients with videos from your competitors
  • Additional marketing required for your videos to be seen by the right audience 

YouTube is another platform that requires involvement on other social media sites. While it can be an asset to your strategy, it shouldn't be your only method of social media marketing. 

Get Started 

As you re-evaluate your current social media platforms or look towards starting accounts, we encourage you to reach out to us to help you determine the best combination of social platforms for your industry. We hope to work with you in the near future! 

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