There are plenty of articles out there on how social media is helping small businesses to grow. In fact, these influential channels have helped many start-ups to attract significant amounts of attention.
We’ve previously talked about best practices for using social media platforms, but this still doesn’t address the question of effectively tying in your brand message when it comes to logging on, and tapping out your next update. And of course, every channel is different, with varying audience types, and expectations.
For example, an individual wouldn’t be surprised to see a job advert on LinkedIn. But it probably would feel incongruous to see that same advent on Instagram.
So in this blog we’ll delve into a few of the different social media channels in turn, giving you an insight into how to use each to its full advantage to gain maximum attention for all the right reasons.
Although very much a social platform, Facebook is a great destination for businesses, and it has lots to offer savvy business owners.
Many think of creating a Facebook page as a box ticking exercise, simply because we’re told to get a social media presence. But you can drive sales, generate leads and increase your brand awareness through this mainstream platform.
Start off by exploring Facebook’s dedicated advice page for businesses. It even has some great, useful case studies to give you a bit of inspiration.
You’ll have access to 1.59 billion active users, can create targeted ad campaigns, encourage interaction to learn about your audience, and analyse engagement.
It will take time to keep your Facebook page fresh and relevant, and you’ll need to be on the ball when it comes to ensuring your brand messaging and tone of voice is consistent. You’ll also need to set aside budget for any ad campaigns.
It’s a bit of a no-brainer to sign up to Twitter when you launch a business. It’s perhaps one of the most obvious places for brands to broadcast their news stories and interact with customers and other businesses.
Again, the danger here, is that many sign up without having a clear plan. Twitter has lots of nifty features to pimp your profile, like promoted Tweets to shout about big news. You can also use analytics to find out which Tweets are getting attention, and what’s falling flat.
That way, you can tweak your Tweets as you go to make them even more impactful.
You’ll have access to 310 million active users across the globe, and you can delve into your stats to gather information on what your audience wants to see with great analytic tools.
Content needs to be high quality to really stand out on Twitter, so again, it takes some time to coordinate and update. You also need to remember to engage and listen.
Don’t be shy in asking people to communicate with you, always be sure to respond when they do, and be bold enough to start conversations.
Now Instagram isn’t a serious platform with marketing opportunities for businesses, right?
Wrong! It’s actually a fantastic way of getting your brand seen, and particularly for encouraging people to buy from you.
So in short, Instagram users are most certainly up for hearing from brands and interacting with them. The key is to treat your Instagram account like a business page, not a personal one.
So keep on brand, include a link to your website, and use all the editing tools on there to make your pictures look ultra-professional.
It’s a great, less formal way of connecting with your audience. It has over 500 million users, 300 million of those use the site every day. Instagram also looks great, and easily grabs attention when used properly.
Not only that, there’s a big crossover between Facebook and Instagram audiences, so you’ll be boosting your brand engagement by giving people an added opportunity to interact with you.
As with all social media accounts, you’ll need to stay active and deliver great quality posts to make a real impact. So there’s a time element involved.
And the audience is skewed towards younger people which may exclude some brands with niche audiences.
Now we really can say last, but not least when it comes to LinkedIn for businesses. It’s the original business networking site, so if you haven’t created an account on here already, do it now.
But not before getting to grips with it of course.
LinkedIn has 433 million users. That’s not a number to be ignored. And of course, people are logging in with their business head on. So it’s a great place to communicate your stories, recruitment drives, and insight.
You can share your news with an interested, business community. And you can create a fairly detailed company page to give people a real flavour of what you’re all about.
Not only that, it’s a perfect platform to demonstrate your expert experience, especially in forums and on the LinkedIn Answer page.
It goes without saying that you’ll need to set time aside to update your LinkedIn page, and like all other social media platforms, you’ll need to ensure your brand is promoted in the right way for the platform.
So for example, you wouldn’t post a less formal Instagram update straight onto your LinkedIn page, and vice versa.