Given so many benefits, many organizations make the mistake of thinking that it is necessary to be present on all networks available on the market. Most of the time, this is not necessary and can even cause losses to the company.
It is best to study the characteristics of your business and existing platforms in order to create your own personalized social media strategy , which will provide surprising results and a much more satisfactory return on investment.
We have listed some important points that should be taken into consideration when choosing social networks for companies. Follow along!
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Research the top social networks for businesses
The first step in defining which channels your company will be present on is to collect some data about each of them. This way, you can identify which ones offer a more favorable environment for achieving your goals.
See below some of the most popular social networks:
Despite having seen declines in the last two years , Facebook vp manufacturing production email lists remains the most popular network worldwide. Due to its reach, reaching 2 billion users in 2017, it is suitable for all types of companies.
One of the fastest growing apps, Instagram has around 800 million active users per month, 50 million of which are in Brazil alone . Because it is based on photos and videos, this network is great for products that have a strong visual appeal.
Although it is facing stagnation, this platform is still the fourth most used in the country. With simple and objective communication, it is recommended for interacting directly with the public and publishing constant updates.
Created to be a social network for professional opportunities, it is ranked third among the most used in Brazil and currently has around 29 million users in the country and 500 million worldwide. Unlike Twitter, the number of people using this platform has been growing. Currently, 90 of the 100 best companies to work for, according to the Fortune 100 ranking, use it.
YouTube
The video publishing and interaction network has around one billion users worldwide and is accessed by 95% of the Brazilian online population. Due to its high competitiveness, it requires quality production and highly relevant content.
Analyze where your target audience is present
Managing social media for companies requires effort, time and money. Therefore, it is essential to direct all these resources appropriately, avoiding any type of waste.
If the main goal of online media is to nurture relationships with consumers and make potential customers aware of the brand, it is necessary to be where this audience is. Different platforms have typical users with very different profiles.
For example, if the product/service offered by your business is aimed at people between the ages of 30 and 45, creating a Snapchat profile is not the best option. Even though it is quite popular, most of the users on this network are under the age of 24.
If your audience is predominantly female, Pinterest is an attractive option. After all, this platform is dominated by women, who represent 80% of its users.
Therefore, when collecting data about networks, it is also necessary to consider the profile of active users: gender, age, geographic location, lifestyle, etc. This will allow you to assess the relevance that each channel can represent for your brand.
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Explore the possibilities offered by each one
In addition to the audience, the tools available are also major differentiators between social networks for companies. Each platform has specific functions, which helps you select which ones are most interesting for your business, varying according to the products/services sold.
On Facebook, for example, the media sharing options are wide: texts, photos, videos, live broadcasts, private messages … In other words, the network offers good possibilities for all segments. Its algorithm, which customizes users’ timelines , demands relevance more than frequency.
Instagram, with its visual appeal, can be used to promote products such as clothing, food and home decor. The app also has stories , which allow you to share information in real time and even polls that encourage engagement.
In the case of LinkedIn, companies can use it to reinforce their institutional image, through their own publications or those of their main leaders. Its features are advantageous for educational institutions, B2B (Business to Business) organizations and companies that constantly have open selection processes.
Therefore, it is necessary to study the particularities of the numerous alternatives available on the market in order to explore the possibilities they can offer your brand.
