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It’s easy to get lost in the mix with social media. For some small businesses, the process of social media adoption can be somewhat overwhelming.
There are many social networks out there, but your business does not need to be on all of them.
Here's a breakdown of the major social networks, including user demographics, to help your business choose the right social media channels for your needs.
Facebook — the world’s largest social network with 1.55 billion monthly active users — remains the most popular in the US. Facebook is used by 70% to 80% of people across every age group. Companies can connect directly with their customers by answering questions, sharing the latest information, or asking for feedback on their Facebook page.
Takeaway:
As Facebook is currently the top social network, investing time in this platform is important. The general posting rule of thumb is to share content once a day on your page. Consider advertising or paying to promote your page on Facebook to grow your page.
Today Twitter has 320 million monthly active users with the strongest age segment (31%) ranging from 18-29. And with 72% of people more likely to make a future purchase from a small business after they interact with them on Twitter, businesses should consider having a presence here.
Takeaway:
With 140 characters (or less), businesses can share text updates, videos and links. Plan to share content regularly, sending at least one tweet per day. Twitter's also an effective channel to handle customer service.
LinkedIn is the world’s largest professional network - one of every three professionals is using this platform. LinkedIn’s core demographics are between the ages of 30 and 49.
Takeaway:
Showcase your organization’s efforts by creating a page on LinkedIn. Plan to post once per weekday or 20 posts per month.
Google+
More than 500 million people are on Google+. If you haven’t already created a Google+ profile page, add this to your digital to-do list. Google recently announced a new look, centered around Collections and Communities. The redesign also makes it easier to post, search, connect, and keep up with great content.
In addition, the Google local and Google map capabilities help customers find you and provide reviews and ratings.
Takeaway:
If your company is established on other social channels, make sure to list your company on Google+ to help customers find you.
Pinterest currently has over 100 million active users. Among these users, 80% are females aged between 18 and 35. Pinterest’s visual format lends itself to a rapid-fire pinning process that spreads content quickly.
Takeaway:
This highly visual platform is a great channel for retailers and brands as they can link directly to products. Plan to pin several times a day.
Instagram has a community of more than 400 million monthly active users. This platform is almost entirely mobile and is particularly attractive to brands focused on apparel, entertainment, and media.
Takeaway:
If you are targeting the younger segment or focused on specific brand categories, Instagram is a good option. Share images and short videos that are relevant to you and your business once a day.
YouTube
YouTube reports over a billion users which is almost one-third of all people on the Internet. YouTube reaches more US adults, ages 18-34, than any cable network, according to Nielsen.
Takeaway:
Businesses with video content who desire to reach a large audience or target younger demographics should consider this social platform. Plan to upload short videos once or twice a week.
The exact mix and frequency are unique to each business. Ultimately your business should establish a real online presence and focus on adding value to your customers.