‘There’s a lid for every pot.’ Or so the saying goes. Match-making your business with the social media platform that will do best for it can be a tedious task. But it’s not all that complicated. You need to know the key components of your business, your brand and the essence of what you are trying to communicate, everything else is like a relationship, adapting to each other, you (the business) and the platform.
Like searching for an ideal partner, you need to know the features both physical (external) and psychological (internal) that they have. Sometimes it’s easy to point out some features that someone has, they are easily recognizable, for example, things like: Facebook’s purpose is to connect people with their friends and family. People use Facebook to share photos, videos, and general updates on their lives, or, Twitter is used to share ideas, real-time information, and trending news. While people may also use Twitter to connect with friends and family, they largely use it for a bigger purpose — to connect to the wider world as a whole, and hear what’s happening. You might think of Twitter as your business’ “elevator pitch”. Instagram invites brands with visual content into their customers’ zone-out time. Create and post content accordingly. You’ll want to experiment with your own user-base and followers, but it’s likely that the best time to target your posts will be to get to your audience’s eyes during their commutes, nights, and weekends. LinkedIn is the online analog to old fashioned networking. People – and connections to people – are everything Keep a company description and profile page mindful of keyword SEO, but your network of employees and contacts is your most valuable (and potentially damaging) content on LinkedIn. Make sure people in your organization are appropriate, professional and on-brand. There’s nowhere online where employers and employees are more intimately linked. We will be looking more deeply into these four platforms.

If you only want a social media presence on one platform, Facebook may be a safe choice for you. Everyone and their grandmas are using it. It works well with all types of online content, events, ads. Consider advertising or paying to promote your page on Facebook, but don’t make your brand’s Facebook page itself look like an advertisement. Inspire conversations and shares – and be sure to ask questions. Facebook is ideal for targeted advertising for your products. Over the last two years, Facebook has slowly reduced the organic reach of Pages. Some reports estimate that most organic brand posts are now able to reach just 2% of their users. This means fewer views, fewer clicks, and far less revenue from the products or content you post about on your Page. Now that Facebook has become unreliable for delivering even your most interesting content and product news to customers, the best usage of this platform is to deliver your most important news through paid means. This might mean boosting a post on your page — that is, paying to push it into News Feeds. Or it might mean specifically targeting website visitors with an ad urging them to return to your site so they don’t miss out on a good deal. The good thing about this kind of Facebook usage is that any brand can do it with about the same chance of success. Also, boosted posts and remarketing ads are shown to existing fans and those who have already visited your website, respectively, so it’s highly targeted, relevant content — much more relevant than an ad shown to someone who has never heard of your brand before. The downside, of course, is that you have to pay for advertising. But with the right content, these ads can convert very well, and potentially make you a lot of revenue.

Instagram is best for brands with attractive physical goods. Instagram works best for those with a wide variety of products that lend themselves to photographs. Instagram’s frequent usage by consumers, a simple system for publishing photos, and relative friendliness to brands. The hashtag option is particularly useful, and customers can be incentivized with raffles, giveaways, prizes, and other promotional offers.
There’s a massive market for campaigns launched on social media sites, and the power Instagram can have in driving engaged users is notable. In order to leverage the full power of a social media campaign on Instagram, you need to understand how consumers use social paths so that you can use them too. Red Bull did this with their #thissummer hashtag.

If your business follows a B2B model or targets consumers based on job titles, then LinkedIn can be a powerful tool for you! LinkedIn is suitable for culture, company news, and careers. Since you will be competing with a pool of skilled professionals, it all begins by building connections—not sales pitches. LinkedIn Groups is a great place to begin. Ultimately, Facebook’s purpose is to connect people with their friends and family. People use Facebook to share photos, videos, and general updates on their lives. Because most users rely on LinkedIn for career-related items — connecting with colleagues, finding jobs, and occasionally reading content — content that isn’t related to your company may fall flat. Posting company news, information on your culture, or sharing job openings will help you create the right image here.

Twitter is best for clever content, conversations, or social support. That being said, Twitter is also great for engaging new potential customers through its use of hashtags. Similar to Instagram, you can search a hashtag and find other posts from consumers and businesses alike that have used that hashtag. Twitter is really the best place for a brand to have a conversation with its customers. Because the platform is so accessible and widely-used, and it takes far less time to compose a tweet than an email, you’re likely to receive questions, comments, and complaints. Here you always want to start, join, and lead conversations; interact directly with brands and customers as well as post multiple times per day.
Did you know that 78% of businesses have dedicated teams for their social media? This is up from 67% five years ago, demonstrating that increasingly, organizations are acknowledging the power of social media to attract and engage customers. There are social media platforms out there for everything and everyone, including ones to connect people with shared interests, similar hobbies, comparable demographics, and much more. The point is that there are way too many social networking sites out there to ever have a presence on them all, and your time would be better spent focusing on the sites that get the most traffic. Of all the social media sites out there, the top ones in terms of monthly active users include Facebook, Twitter, Instagram, and LinkedIn.