When it comes to social media strategy it can often feel a little like witchcraft – especially for those who are not personally active on social media channels.

Taking into consideration that over 35% of the population are currently using social media on a regular basis, your company may be missing out on vital leads and customers.

With so many social media channels to choose from, it’s worth adopting the ones that align with your business strategy as early as possible.

Here’s a quick guide to the top Social Media Channels, which may be the right fit for your business.


Twitter

Great for: Organic growth and actively engaging new audiences. Twitter is the most ‘open’ channel and you can manually search for specific keywords and hashtags. Using apps like Tweetdeck also means that you can set up streams of keywords/hashtags that you can regularly check in with, without the manual search. By using relevant hashtags within your tweets, you also have the opportunity to let users also come to you.

Not so great for: If you’re paying for adverts on Twitter it’s worth noting that it tends to show promoted tweets within the timeline, and this can prevent them standing out. In fact – the only time people tend to notice promoted tweets is when it’s completely obscure to their usual stream.

How often should you post: The great thing about Twitter is that it’s an on-going stream of activity, so you can post regularly throughout the day. Just make sure that posts are spread out and you don’t continually repeat content.

Tip:
Use the ‘GIF’ keyboard that is integrated into Twitter to really help your posts stand out!


Facebook

Great for: Customer service and reviews. If you’re a local business or restaurant, then Facebook can be a great asset for users to naturally showcase your services – without you even trying! Facebook also has the highest conversion rate for paid for adverts. Which is great when you have a budget to invest. The versatility of ad targeting is also a stand out feature amongst over platforms. Paid adverts on Facebook can also come in a number of forms. So be sure to research the best one for your brand.

Not so great for: Organic reach. With Facebook becoming increasingly difficult to reach users for ‘free’, you’ll find that organic posts simply won’t reach everyone who ‘likes’ your page. Take a look at our post on Social Media Algorithms to find out more.

How often should you post: We would recommend posting only once per day. Ensuring that content is relevant. Facebook dislikes content for content’s sake. Avoid posting unless you have something of value to say.

Tip:
Run a generic ‘page like’ advert away from your timeline to keep a constant stream of users aware of your business.


Instagram

Great for: Visually showcasing your work or products. It also gives an engaging insight into any ‘behind the scenes’ workings of your company. Social users are incredibly nosey characters and love to see anything that is ‘human’ behind their favourite brands. You can also take advantage of the Instagram Story feature. This can show video and images of content that isn’t visually ‘worthy’ of your main profile!

Not so great for: Spam comments and Instagram bots. There has recently been controversy, particularly around influencers, when it comes to Instagram bots and inflating follower numbers and engagement. Whilst this can be beneficial for growing a brand, it can be tricky if you are working with influencers to spot the authentic ones. Use a web service called Social Blade to find out more about the authenticity of your potential advocates.

How often should you post: At least once a day, if possible. Similar to Twitter, there is a constant stream of content that is shown to users. When first starting out in the world of Instagram, it’s worth mixing up the types of posts you publish to see what works well with your audience.

Tip:
Make sure you use as many relevant hashtags as possible. Similar to Twitter, users are active at monitoring and engaging with content and discover new users through hashtag streams.


LinkedIn

Great for: B2B audiences and generating new sales leads. Linkedin is a network of professionals, where you can add existing contacts in your database, or seek out new ones. If you’re a business with several different sectors, you can also extend your main Linkedin Business Page with Showcase pages to really make your services stand out. The reach on Linkedin posts can also be impressive in comparison to other social networks.

Not so great for: Recreational or casual posts. Spend a few minutes scrolling on Linkedin and it won’t be long until you come across the phrase ‘Linkedin appropriate’. Many users find that Linkedin should only be used for a certain tone or type of post. Proceed with caution before you click publish.

How often should you post: Linkedin recommends that for business pages you should post once per day. However, this can be difficult when sticking to strictly business content. If in doubt, it’s probably best not to publish.

Tip:
Interact with as many other users as possible. Comment and share on articles of interest and join the discussion.


Pinterest

Great for: Bringing traffic directly to your website. Unlike other social networks, Pinterest isn’t that interested in connection people to other people. Pinterest is more interested in sharing visual goodness that drives people to your site. You will also find that Pinterest increases the longevity of your content, and users will actively share older posts for years after creation!

Not so great for: reaching male audiences. Pinterest is a female dominated platform. If your product is tailored to men, you will be better off concentrating your efforts elsewhere. With this in mind, you’ll find that recipes, crafts and fashion posts tend to do well in comparison to other content.

How often should you post: If you’re posting from your own website, you are only permitted to ‘pin’ a certain number of images in one go. You can, however, post as many times a day as you like from various sources! As each image is different, but the theme stays loosely the same, you will find that followers welcome an active user.

Tip:
Look at creating collaborative boards with online communities. You can set up a communal board where people with the same interests can actively pin and increase the visibility of both your account and theirs.


If you’re still not sure where to start with your social media strategy, why not get in touch with our team today?

TMC Strategic Communications Terri Lowe

Terri Lowe

Marketing Manager

As Marketing Manager at TMC, Terri holds an in-depth knowledge of Social Media, Content Marketing and SEO; keeping up to date with all of the latest marketing news and insights.

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