Social Media Marketing: Choosing a Platform

February 11, 2015


Social media is an ever-growing, ever-expanding universe of people. They hang out in multiple places using multiple devices. Some people use just one network. Most use a combination of several, accessing each one for a specific reason.


Instagram, Facebook, Pinterest, Twitter, Google+, LinkedIn, YouTube, and on and on.


So, as a company, are you expected to join all networks? Are you expected to be everywhere your customers are?


The answer depends on you.


If you’re not using any social media platforms right now, I would suggest starting with just one. Choose the one that makes the most sense, based on your company, your industry, your consumers.


Facebook is the largest and most popular. But maybe your customers are more active on Twitter or Pinterest. Maybe your brand lends itself to imagery, making Instagram more appealing. Whatever platform you choose, do it strategically. Identify your reasons for using that network and commit to it 100%.


If, on the other hand, you’re already up and running on several platforms, I would encourage you to focus your energy on the one that is proving the most affective. Where are you getting the most interaction? The most shares? The most comments? The most referral traffic to your website?


Choose one or two networks to focus your attention on and let the others act as feeders to the primary platforms.


Finally, if you are happy with your level of success on those platforms you are already on, maybe it’s time to expand your horizons. Find the next best thing, the up and coming network that has the most potential for brands. That may be Pinterest, it may be Instagram, it may be something you have not even heard of yet.


Keep your ear to the ground, talk to your customers about what they’re using, and pay attention to marketing blogs that focus on social media marketing.


What’s the point? Don’t get concerned or stressed out thinking you need to put time into every single social media outlet out there. Focus your energy on the few that have the most impact and commit your resources there.

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