Determining which social media platform is going to be 
best for your business is the key to being seen and heard by the people that matter.
Social media has come to dominate the way businesses interact with their audiences and also the way services are provided. With each platform offering different benefits, it can be difficult to decide which social media your business should be focusing on.
When choosing a social media platform, it’s important to assess what each platform has the bring to the table.
The major players
LinkedIn is the largest professional social media platform and has over 500 million members. LinkedIn is a great platform for businesses looking to improve visibility, where you can showcase your company, company news, products and services. For businesses looking to promote themselves professionally in the B2B or B2C space, LinkedIn is the perfect platform.
An example of how LinkedIn has helped businesses achieve success and raise their profile is leading recruitment company, Hays. With a following of just over 2.5 million, Hays has used their LinkedIn to position themselves as industry experts. The Hays profile posts content that is consistent in quality and appeals to their target audience which includes content on careers advice blogs and company news.
Hays understands their audience is a mix of both organisational industry players and people seeking help in recruitment. This understanding is evident in their decision to use LinkedIn and the way they have cultivated their presence.
Twitter is an opportunity for businesses to be a part of the conversation. It allows you to keep an eye on your competitors, engage with other business as well as with your customers. Twitter has the potential and capacity to garner high visibility and reach. Businesses who are clever in their use and integration of hashtags have reaped the benefits of Twitter.
Twitter can be used to emphasis your brand voice and establish a brand personality. Your business will have the chance to drive conversation, make comment and approach issues that relevant to your brand.
Facebook has been ranked as one of the most important social media platforms for marketing and is utilised by leading brands globally. For businesses looking to increase customer engagement, gain feedback and further brand development, Facebook should be integrated into your business strategy.
Instagram is a visual platform where users can upload content in the form of photos and videos. It can be a great platform for businesses looking to increase engagement, as users can comment and share content.
Your business’s Instagram feed should remind your audience of what your business has to offer. AirBnb is a great example of a business that has used their Instagram presence to enhance their brand. Presenting their following with daily visuals of aesthetic escapes, AirBnb’s Instagram feed reminds their audience that travelling adventures await and they have you covered.
Your use of social media should recognise and contribute towards overarching business goals. As a business owner, understanding who your audience or client base are is essential, as it will come to dictate how you should be making use of social media.
When making the final decision, remember to ask yourself these questions:
1. Who is your target audience?
2. What is your overall business goals?
3. Is your business to business (B2B) or business to consumer (B2C)?
Remember that social media is constantly evolving. It can be useful to try your hand and see what works, assess engagement and make appropriate changes to your strategy.
If you haven’t already integrated social media into your business, it should be at the top of your to-do list.
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Sydney Public Relations Agency, CP Communications provides specialist media, traditional and online PR strategies that get amazing results. Contact us today. For more great tips, visit our website www.cpcommunications.com.au.
