I get asked a lot by colleagues and clients about what social media channels they should be utilising. The three things I will ask them to consider are –
- Who are your audience?
- What sector do you operate in?
- What type of content will you be posting?
A lot of the time people will want to stick with channels they’re most familiar with. However in doing so you could be narrowing your audience and why would anyone want to do that? Getting into the spirit of #BeAllYouCanBe why wouldn’t you want to maximise your channels and optimise your social media potential?
Facebook is compatible to most sectors. I’d recommend that most businesses be on this platform. Here, almost any form of content works.
The most interactive posts on Facebook tend to be photos and videos. Due to the format of the timeline people don’t want to have to read lots of text. The best way to grab users’ attention is through images, short videos or gifs. Live streaming is a new feature and it will be available to all users soon.
If you’re looking for some great inspiration on what type of content you could be producing here is one of my favourite accounts Daffys Gin.
In terms of sectors again most businesses should be active on this platform. Twitter allows you to answer real time stakeholder/consumer questions so it helps to break down any barriers to communication between a business and its stakeholders. If your business deals with customer service then Twitter is a must for dealing with their issues.
Posts which usually attract the highest levels of engagement include vines, images and links to blogs or news. Twitter is a hub for real-time information so if there is a message you need to get out quickly this is the platform to use.
Arbikie are a great example of a company utilising Twitter.
LinkedIn is renowned as being a platform for individual professionals. So why should your business be on LinkedIn? Well for one if you want to attract top quality employees to your business then LinkedIn is where a lot of suitable candidates will look for their next opportunity. It also presents a platform for your company to post news that any stakeholders may be interested in.
LinkedIn is also a professional network where business people are ambassadors for their companies as well as themselves and as such can be positioning themselves as brand leaders. University of Edinburgh Business School uses the platform well to showcase thought leadership.
If your business is in fashion or retail then Instagram really is a must. Instagram is an image and video based social platform which helps brands flaunt their corporate culture or their products. Consumers resonate with images and therefore it’s no wonder that Instagram has become one of the fastest growing social platforms in recent times.
Even if you are not the latest high street name, Instagram can give your company a dynamic profile through good imagery as long as it is updated regularly.
There’s room for quirky images, gifs and short videos on Instagram. If you’re able to display what your brand is about and what you’re about through visualisation then Instagram is a worthwhile platform to explore.
Pinterest can be a really engaging tool for sharing images and engaging with consumers. Through creating and sharing boards you are giving potential consumers an idea of how your brand thinks and what you can do for them.
Industries that should be on Pinterest can vary from hotels, property companies, decorators, events companies and fashion retailers. Anywhere where you can deliver a service for a customer that requires a certain degree of style or theme.
Etsy use Pinterest really well.
Snapchat can be a powerful tool in covering events and displaying powerful messages. There isn’t really a restriction on what Snapchat covers. The majority of businesses will stage events or launches so therefore Snapchat could be used as a useful tool.
The only restriction on using it is, it’s key demographic. Snapchat’s users are typically young so if you were going to lead up to a launch or cover an event it’d be wise to ensure you know who your audience is.
WWF’s #LastSelfie Snapchat campaign is a great example of how to use the platform to convey a powerful message.
If you’d like to find out more about how your company could be maximising its social media outreach then you can email me on firstname.lastname@example.org or call us on 0131 554 1230.
Euan Stirling is a Social Media Executive for Indigo