Managing social media platforms is a lot like managing a sports team. Each position will have a specific role and when all are working together it can make for a winning team. The challenges that you will face is finding out how to get all of these different platforms to individually perform their best, all while working well together.
The current social platforms that your strategy will be built upon will most likely include Facebook, Instagram, and Twitter. If your social media platforms make up your team, these three are going to be your superstars: they get the spotlight, they get the most playing time, and they cost the most money.
There are plenty of other social platforms that can fill specific roles within your social media strategy like YouTube, Linkedin, Snapchat, and Pinterest. Each has benefits but remember that the goal is to utilize the networks that will work best for you.
All content created can be useful on social media but not all content should be shared on all social platforms. Focusing your social media strategy and content development for specific platforms is a key component to finding overall success.
Let's a deeper dive into the specifics of each platform to see which ones work best for your needs:
Facebook is by far the most robust social platform available with regards to user information and content sharing.
- Facebook is perfect at collecting info on 2 billion monthly active users, which Facebook has made accessible through their Ads Integration.
- You will find it is far easier to discover your target audience on Facebook.
- Facebook makes it simple for you to target based on gender, ethnicity, age, and interests.
- If you can think of an aspect you want to focus on, there is a good chance that Facebook collects user information on this criteria and can utilize it within their Ads.
- Facebook is instrumental for all types of content whether written, photo, recorded video, or live video. There are numerous uses for Facebook, from social sales of your products and services to content sharing.
- Difficulties with Facebook will include: organically discovering and engaging with your target audience outside of using their Ads.
Facebook is a must-have platform for all brands, organizations, and events.
Instagram built its platform specifically on photo and video media. There is the ability to write copy within your Instagram posts, but it is the visual media that drives the engagement. If you have the ability to produce high-quality photo and video media, Instagram can be a primary focus for your social strategy.
- Instagram limits the videos that can be posted on your feed to 60 seconds. If you need longer videos to be posted, consider utilizing their Live Stories section.
- Instagram is more focused on 18-50 year-olds, women, and international audiences across their 1 billion monthly active users.
- Below are some key data points regarding the Instagram platform:
- 68% of Instagram users are Female.
- 77.6 million Instagram users are from US.
- Instagram is used by 31% of American women and 24% of men.
- 59% of internet users between the ages of 18 and 29 use Instagram and 33% of internet users between the ages of 30 and 49 use Instagram
- 80% of Instagram users come from outside of the U.S.
- Instagram also has a very well built Ads integration functionality; not surprising considering it is owned by Facebook. There is less of a “pay to play” setup within Instagram as there is on Facebook. You can easily find a great deal of success on Instagram without paying for a single ad.
Twitter is a bit of the anomaly with the culture that has been developed across their 336 million monthly active users. The platform is based around 280 character “text” based posts. In the last few years, the Twitter community has adapted the service to focus on real-time information and news sharing.
- Twitter’s integration of video and photo media is lacking behind the refinement of Facebook and Instagram. Regardless, the research shows that tweets with media get higher engagement and views as compared to strictly text-based posts.
- Your content can get an immense amount of views or “impressions” with Twitter. This is due to the platform incorporating a reverse-chronological algorithm. Meaning the newest tweets will show up first on your followers' timeline.
- The platform will also rank tweets. If your tweets get ranked, that means your post can appear on any users timeline who may be interested in the content of your tweet.
- The majority of the Twitter growth strategy will be based around who is following your direct competition. Searching for your competition or an account similar to yours on Twitter will be a great way to find users who are most likely within your target audience. Three simple steps: go to your competitor’s Twitter account, click on their followers and follow them!
- Twitter is often utilized for offering customer support on a social channel. It has become standard practice for Twitter being the first social channel people will go to find more information, or ranting about a poor product or service experience. If you want to offer social customer support, Twitter is a great tool to utilize.
- Difficulties with Twitter: this platform is notorious for collecting very little account information to be able to search for your target audience.
YouTube is the purest video-based content platform you will find. If you find yourself at a loss for how to utilize YouTube, you are not alone. However, we have a few tips:
- This platform is a fantastic way to showcase your brand and what you offer.
- You can generate and post any how-to/tutorial based videos that may be applicable.
- Or it can simply be a great platform for your target audience to get to know who you are.
LinkedIn has become a leading platform within the business or professional landscape.
- There are some great benefits to building out your brand on LinkedIn as it can be used in successful talent acquisition, social rating B2B sales and collaboration, and professional interest around your brand.
Snapchat, as of 2018 has lost most of its social influence due to Instagram creating the Live Stories. It can still be useful for specific brands who focus heavily on generating video content to a young audience.
- This platform is more geared toward a younger audience as 30% of its user base are millennials. 70% of users are under the age of 34 and female.
Pinterest is one of those fringe platforms that is primarily used for personal means.
- The reason why it is not as quickly integrated by brands is due to generated content not always getting credited back to the original account. You may generate a fantastic Pinterest post, but as it gets pinned by accounts it might not lead back to your brand.
- This platform is more geared towards information sharing with regards to graphics, compelling quotes, and ideas regarding your industry.
Consider your goals and the different positions each of these channels could play on your social media roster. Putting in the time to generate specific content for each of these platforms based on what each platform specializes in will not be a waste of your time and resources. Utilize each platform that will best suit the content created and you are on your way to a winning social media strategy!