Which social media is right for your business

Tailoring content & platforms

Social media is essential for business, especially for marketing. However having the right mix of platforms can be as important as the content you upload. There are many social media platforms to choose from, many of which use different methods of sharing information and ideas. Each customer group may prefer a different type of platform. This may depend on their age, sex, location or occupation. Using the right platforms for the right content is important, getting the formality/frequency of messages can make or break a social media campaign.

'Each social media platform has a unique identity based on who uses the network and how they're engaging on the site. As network usage develops, each lends itself differently to brands, depending on who their target audience is, and what they're trying to achieve'. (Businessinsider, 2013)

The chart above demonstrates how certain brands have top places on social media. The exposure they gain from each platform may correlates the brands target audience and the social platforms social audience. For example Samsung Mobile uploads short updates about their services on Twitter, their target audience must be preferable Twitter users who want regular, short news updates.

Brands will need to tailor their content depending on the platform. Depending on the type of platform (Blog, Micro-blog, social networks etc) the length of message, amount of media, type of media may change. For example Twitter messages are restricted to 140 characters, if a more lengthy message is required then Facebook or Google+ may be more appropriate. Each platform has their own demographics. The charts below show how certain ages/sexes prefer different platforms;

The charts show that certain platforms such as LinkedIn have more male users, whilst Facebook has more female users. The charts also show how customers use multiple platforms in varying amounts. This means business must offer a range of platforms, but may be able to use some in preference to others.

Establishing the right content and the right platforms

Another way of selecting the right platforms is forming a unique marketing campaign. Depending on your current inventory and what you want to achieve from the campaign, the use of a platform may change.

Here are 4 steps which may help a business decide which social medias to use;

1) Gather your portfolio; Many business set up social media profiles when they acknowledge their existence and importance without properly assessing their purpose/potential. By gathering resources into one list, the spectrum will be clearer. 




Picture Source: Oracle (2013)








2) List your content; Gather the types of content you distribute via social media.

Picture Source: Oracle (2013)







3) Link content to a platform; Some content is best suited to a certain platform, for example many Twitter followers want information about updates and news. Twitter is best used when keeping it for one purpose. By keeping the channels concise readers are more likely to follow the route down the funnel. Link the platforms and contents into lists with contents under a list. 

For example;
• Twitter posts might be mostly about “industry thoughts.”
• A blog might explain product features, analyse industry publications, and tell product stories. Thus, it could be about “product ideas.”
• A newsletter might feature summaries and links to your organization’s best content.

4) How do the platforms funnel your content; Does your content funnel readers? Is there a start/finish point? 'For example, your organization might tweet everything, blog about industry trends, and use a newsletter mostly for promotions. Thinking of that content in a funnel that leads toward a business goal will highlight how and where content gets redistributed.' (Oracle, 2013).

The funnel below shows how there may be layers to your digital marketing campaign, and by 'leading' customers down the funnel they have a higher chance of viewing your website or purchasing a product.

Picture Source: Social-Stampede (2012)

Top of the Funnel

• Where any and all readers are prospects
• General topics regarding your products or services
• Related topics that might interest a wide variety of people

Middle of the Funnel

• Targeted information designed to give more information
• In-depth white papers or ebooks with specific purpose

Bottom of the Funnel

• Free trials, demonstrations, and discounts
• Content for leads who are ready to buy

The funnel will change depending on the business aims and objectives, prospects and purpose. Business should also avoid using social media platforms which don't follow the funnel as they could lead to a dead-end in the customer qualification process.

Overall, business will need to think about matching content to a platform and how they all interact together and follow a shared aim. Ensuring all this, customers will glide through to the business' website, and increase the chance of a sale.