Getting started on social media can be overwhelming!
There are so many different options and it might seem that you need to have a presence on all of them. As a small business owner, however, you likely don’t have the time to properly maintain your relationships on every social platform. Rather than spread yourself thin, find where your audience is and focus your efforts on those platforms.
Despite being the second most recognized social platform out there, Twitter is actually only the fourth largest one at 288 million active monthly users. However, those on Twitter are very active, posting several times a day. For small businesses, Twitter is one of the few remaining platforms available that allow you to grow your follower count organically. All you really need to do is use the proper hashtags, add images where possible and engage in conversation with your followers, people who tweet your company and those that use a similar hashtag.
While you can easily find followers, Twitter users suffer from an unfiltered feed. As most of your followers likely follow hundreds if not thousands of other users, your Tweets will quickly disappear from their home feed. In fact, it’s estimated that a tweet has a half-life of only 18 minutes. Twitter does offer an advertising service that will promote your Tweet. You can choose how much you want to spend daily on the promotion. Obviously, the more you spend the wider your reach, but even $10 can increase the life of your Tweet.
You might already be familiar with Pinterest, but did you know that not only are their users predominantly female it also has the best ROI for businesses that fit the demo- graphic base? Around 70 percent of users visit the platform for inspiration on what to buy. On average, a pin drove at least two site visits and six page-views. While this might not sound like a lot, the average Pinterest user spends almost twice as much per session than Facebook and Twitter users. This is due to features like rich pins, which can include additional information on the pin itself such as price, full recipes and more. If you’ve got a visually appealing product and want to attract women with disposable income, then Pinterest is by far the best social platform. Like Twitter, the Pinterest feed updates quickly so you will need to pin multiple times per day.
LinkedIn is the most popular professional network on the Internet and holds the number 2 spot as the most popular social network. With that said, only 13 percent of LinkedIn users sign in daily, making it very difficult for many B2C businesses to find success. It is, however, a great place for B2B businesses as you can use it to build your reputation through thought leadership and influence marketing. After all, the entire purpose of LinkedIn profiles and your business page is to show your expertise through your projects, work experience and recommendations. The more you position yourself as an expert, the more people will visit your company and connect with you to do business. You can meet people interested in your business by joining groups within your niche. While you can join up to 50 groups, you want to make sure you are engaged with other members by leaving thoughtful comments and posts. Building up your network on LinkedIn will take a much longer time than many other social networks but it can ultimately be very rewarding especially if you are targeting a wealthier and older demographic.
Choosing the Right Networks
What social platforms you choose will depend on your business and demographic. The easiest way to know what networks to choose is to have an intimate understanding of your customer. Take a look to see what platforms they prefer and then narrow it down even further if you can. The fewer profiles you need to maintain the more time you can spend building up your community and relationships.