Not every business needs all social media platforms. When deciding which social platforms are best for your business, you have to take into consideration your unique situation. In this post, I’ll walk you through deciding the most suitable social media platforms for you.
Social media platforms can be broadly classified into two types – discovery-led and follower-led.
A discovery-led platform enables the posts of the business page to appear in front of new users, even when they are not following you. These users are selected based on their interests or the topics they follow. Examples of these platforms are Instagram and Twitter, where users can follow hashtags and topics in addition to following accounts.
A follower-led platform will only show the posts from the business page to its followers. Non-followers may see the post if their friend interacts with it, but the primary reach of the post is for the page followers only. Examples of these platforms are Facebook and LinkedIn, where users have to follow pages in order to see posts from them consistently.
Many times small businesses decide to create a social media profile after running the business for a little while. Before that, they would have been engaging with their audience through offline means or other communication channels like phone or messages. Since the business has an audience already, it would find it easier to transfer that following to social media. So, launching the business on Facebook or LinkedIn would be easier for them.
On the other hand, if the business is new and wants to launch, then a discovery-led platform is best for them. It is easier to build a following from the first few posts on Instagram and Twitter.
Your selection of a social media platform is also determined by who your audience is. Your targeting can be further broken down by the following segments.
This criterion may seem a bit limiting to you. But, this is an important consideration for small businesses and solopreneurs. Any social media platform requires great content and consistency. If those conditions are not met, then your efforts will be in vain. Before you commit to multiple platforms, you MUST assess your resources.
So, how do you balance your efforts and your need to be on a particular platform? The best way to do this is to launch in phases. Here’s my recommendation with a step-by-step approach.
These were my tips for deciding your social media presence. In the next post, we’ll look at creating a social media posting plan based on this.
Social media presence is essential for any business, but more so for small businesses. Following the guidelines in this blog, you will be able to confidently pick the right platform for your business.