Social media: the beloved pastime of millions and a potential advertising goldmine. But in between the tweets and updates, Pintrest pins and Instagram snaps, the message of your brand can get lost when trying to appeal to social media users unilaterally. Different social networks require different strategies. Unfortunately, you cannot hit them all with one broad stroke. Instead of completely reworking your brand and message to appeal to users en masse, choose the networks that suit and support your brand in its purest form.
Though more than 22 percent of Americans log in to social media accounts numerous times a day, the hundreds of networks available are not all worth your time. It’s important to know which medians appeal to which demographics and use them to overlap your target audience accordingly.
Naturally, Facebook is the social media mogul and ideal for garnering awareness of your brand. Since almost 75 percent of Americans use Facebook, it’s a wide net. The drawback here is that everyone knows this, and with more than one million advertisers currently on-site, no matter how stellar your branding is, chances are, it may get lost in the mix.
Google+ may not be the Facebook contender that it was hyped up to be, but it still draws a decent crowd. That crowd is predominantly men, and those men are largely employed in the fields of engineering and technology. Google+ also tends to catch those users who have tired of Facebook but aren’t attracted to Twitter. So if your message and brand compliment the masculine, tech-oriented, and forward-thinking individual, Google+ may be a solid starting point. If you choose to launch your brand here, though, you need to do more than post pretty pics; quality content is required. Google+ page Business2Community is a prime example of how sharing applicable content can generate more followers.
Despite having fewer users than other social media sites, Twitter reigns supreme when it comes to users who follow brands. Statistically speaking, almost 50 percent of Twitter users follow brands whereas only 16 percent of Facebook users do. To tap into this audience, though, a well-written bio is required, one that speaks volumes in less than 140 characters and can convey voice, company identity and brand. Be sure the bio links to a landing page. LifeLock’s Twitter page is a successful example of a brand that conveys a consistent and appealing tone.
Instagram works as a fantastic platform for brands that are image-oriented and visually striking, like footwear and clothing retailers. Instagram maintains a high percentage of Hispanic, African American, and young adult users, so it would pair nicely with Facebook or Twitter in a branding campaign. If launching a brand assault, team Twitter and Instagram together.
LinkedIn is, hands down, the most solid social media medium for any brand that relates to business, and it is not as saturated as Facebook. Your brand can be loosely related to business, such a professional clothing or even quality tires, and still be successful within this domain. Hey, most of us still need to get dressed and drive to work, so it’s applicable and relevant. In fact, L’Oreal Cosmetics’ page was voted one of 2014’s best LinkedIn company pages because it not only offered users what they might need but started innovative discussions with their users. LinkedIn and Google+ make good playmates for branching out your brand.
It’s unrealistic to assume your brand will successfully integrate across all social media platforms, but if you launch your brand across compatible channels, you’ll boost your visibility among the users who could best use you.