Impact Group Marketing Blog

Social Media has changed the way that businesses communicate with and market to existing and potential customers. Once considered an “add-on” or “extra” thing for businesses if time and financial resources allowed, that model is largely outdated. Social media usage is now a necessity to ensure a business or organization is at the forefront of its target market.

Deciding where to focus social media time – and especially money – is an important first step. Each of the most commonly used platforms has pros and cons, and it’s essential to choose the one(s) that are the best fit for your business or organization. Spending a little time considering the options can save time and cost by focusing only on those platforms which will give direct ROI. (Keep in mind, however, that the “world” of social media is continually changing and evolving so it’s also good to re-evaluate your strategy from time to time.)

Let’s get started! Here are some important questions to ask – and answer – as you decide on the best options:

• Are you B2C, B2B, or both? B2C is shorthand for “business-to-consumer,” a process in which a company markets directly to consumers. Conversely, B2B stands for “business-to-business,” in which products or services are marketed to other businesses. Companies or organizations can also be both. For example, Apple markets and sells directly to consumers, but also to other businesses. The best B2B strategy for social media strives to generate interest in your company or organization.

• What – or who – is your target audience? Where is your audience located? What is the average age and gender? What industry do they work in? How do they receive information and news? What challenges do they face? When you target the wrong audience, you’re wasting your money!
• What is your overall goal? You can’t reach a goal if you don’t know what it is. People – and organizations – use social media primarily to “see” rather than “do” (or buy) things. Make sure the platforms you use help people see what you want them to see!

What are some options? Once you’ve begun to answer these questions, you’re ready to begin considering your social media options. A few fast facts to start with:

Facebook: Optimal for B2B, less so for B2C. By one estimate, Facebook accounts for 1 out of every 6 minutes spent online and 1 out of every 5 minutes spent on a mobile device. Approximately one-third of US Facebook users are between the ages of 25-34; users between the ages of 18-24 comprise only 9% of the total. However, 44% of users check it several times per day.

LinkedIn: Essential for B2B, used by B2C for employment. An online directory of individuals and companies to enable professional networking, enabling beneficial connections. This platform is one of the best ways to find and develop B2B relationships and interactions.

Twitter: Best for B2C, some for B2B. A micro-blogging service (limited to posts of 140 characters) which enables quick interaction and response to clients and customers. Currently, about 500 million tweets sent per day.

Google My Business: Google My Business is a free and easy-to-use tool for businesses and organizations to manage their online presence on Google, including within the “Search” and “Maps” features. By including your business information, you can help customers find you and tell them the story of your business. This tool allows businesses to not only manage how their information appears across Google but also interact with customers. (Read more about this platform on our blog.)  

For more stats and information about these and other top social media platforms, see our Social Media Cheat Sheet for #Marketing. (And, you’ll learn how eating bacon is related to social media!)

Social media is vitally important to the success of your business or organization. But don’t try to do it all! Focus on two or three platforms which best meet your needs and bring the greatest ROI. If you’re still not sure where to start, contact Evolve Impact Group today for information about social media management.  “[A] Social Media Account Manager can provide you with data about engagement on the different platforms and which are having positive results. We can help you figure out what is the right fit for your business.” (Becky Chumley, CMO and Partner, Evolve Impact Group)

Resources:

Evolve Impact Group. How social media can impact your business [blog]. 6 Jul 2018. http://www.evolveig.com/News/ArticleID/151/Evolve-Impact-Group-How-Social-Media-Can-Impact-Your-Business

McLeod B. Which social media platforms should my business be on? Blue Corona. 28 Nov 2017 [cited 13 Sep 2018]. https://www.bluecorona.com/blog/which-social-media-platforms-best-for-business  

Wertz J. Which social media platforms are right for your business? Forbes [online]. 18 Feb 2017 [cited 13 Sep 2018]. https://www.forbes.com/sites/jiawertz/2017/02/18/which-social-media-platforms-are-right-for-your-business/#1fd9ccb012a2