Choosing the Right Social Platform – More Complicated Than it May Seem


Not all social channels are right for every company. Choosing them correctly is an important step in making certain you are reaching your desired audience.  There are many factors you should take into account when choosing, and it’s okay to be picky. Doing social the right way takes time, and quality is definitely better than quantity in this case. Do you need help figuring out what social channel is right for you? We’re breaking down the purpose and goals of each channel below.

Facebook – You may not think so, but Facebook is a great social option for B2B companies!

Everywhere you look today, it seems that Facebook has a presence. According to, Facebook has more than 1.71 billion monthly active users – and this number keeps growing. The news feed is a crowded place and it can be hard to reach your audience organically, meaning, in order to succeed on Facebook – you must have a well-organized strategy and target the right people. The content should be meaningful and unique to your industry. Make sure you know who your customer is and what will keep them engaged and active on your page. Social media helps B2B businesses acquire and retain clients, demonstrates their authority as experts, and builds their reputation even in exceptionally tough markets. Facebook ad targeting has the same options as LinkedIn, which have been proven to be extremely effective in reaching your targeted audience.

Twitter – the fast paced, short and sweet option

Timely and topical posts are perfect on this channel. If you have something important to contribute, you’re in luck – but make sure to do it quickly because it really is fast paced. Twitter is perfect if you are a company that participates in events or pays close attention to industry-wide happenings such as tradeshows or conferences. People who have Twitter accounts and are active (over 320 million of them) are often considered ‘information junkies’, so use this to your advantage and give them the information they crave. Twitter is a smart channel to be a part of to capitalize on PR opportunities and have an active role in your industry.

LinkedIn – all business here

If you can play the business game, you should be on LinkedIn. It’s a great place to find insights on work productivity, networking and job hunting. Connect with top players at other companies, organizations and colleagues. With more than 450 million users worldwide – this is the place to make connections on a professional level.  Due to LinkedIn’s sophisticated advertising section, you will be able to hyper-focus in on decision makers, industries and company size etc. These advanced options give you the opportunity to reach exactly who you are aiming for – with ease.

Google+ – a social network? Or SEO tool?

According to, Google now processes over 40,000 search queries every second on average, which translates to over 3.5 billion searches per day and 1.2 trillion searches per year worldwide. While they’ve made major changes with their platform, some of the basics still ring true. Posting content on Google+ often shows up in search results and helps with your overall SEO. Audiences may be smaller on Google+ than other channels, but they are still relevant and that is something to be considered.

Instagram – Visual Marketing

If you have imagery of your products or services – Instagram is a great place to be. It’s visual, appeals to a broad range of people, and is a mobile only platform where people are more likely to comment and like than any other channel out there.  Instagram offers a platform with its unique ability to highlight visual content (and all marketers know that visual content is king). Content on Instagram is simply more sharable, easier to understand, and far more universal than other types of content. Instagram is simplistic and the most personal of the mobile platforms. It’s full of potential with people eager to connect with a brand on a more intimate and tangible level.

Pinterest – Become the expert

Like Instagram, Pinterest is another visual platform – where images and videos rule. With more than 100 million pinners, Pinterest can help you reach your audiences easily. Pinners tend to be more open to marketing – many following brands or companies. Pinterest encourages purchase with the unique ability to help people see how your brand could fit into their life. It is a place where consumers save things that may inspire them, and it may even be their “to do” list in a way. If your company has an active Pinterest page, consumers may see you as an expert and therefore find more trust with you.

These are just a sampling of the many social channels out there – we see you Snapchat! While you’re trying to wrap your brain around which might be best for your company remember a few things:

  • Demographic – who are you trying to reach
  • Personality – what does this mean for your company? Are you all business or a little more creative? Take this into account
  • Time investment – remember than any social media plan takes time and organization. Dedicate your energy to doing a little at a time and come up with a solid strategy before jumping in with both feet. A little planning goes a long way, and makes your company look better too.

Remember to pay attention, the world of social media is fast paced and quick moving; what’s happening and popular today may change tomorrow. Last but not least, have fun! Social media is all about the personality of your business and engaging with your customers.