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Which Social Media Sites Matter For Marketing?

social media sites which ones to use for your business

Social media is very important. But social media is also misunderstood. One of those misunderstandings is which social media sites a business or individual should use for marketing.

At the end of this article, you’re going to understand which social media sites are best for your business.

And you even might do better at gaining leads on the social media sites that are perfect for your business.

The Social Media Landscape

Social media isn’t a trend. It’s an enduring reality of online existence. For marketers, it’s indispensable. But when you approach social media as a marketing channel, things may get a bit confusing.

Here’s why.

Social media marketing includes a myriad of potential social media sites, a vast array of ways to engage, and a medley of styles for each platform.

It’s more than just Facebook and Instagram. You need to figure out which of the legion networks that works for you. Then, you need to determine optimal messages, posting frequency, cost of social media management, integration with other marketing channels, and how to make the most of the billions of people who are purportedly hanging out on social media.

To get more insights, here are four questions that you should answer.

1. Where Is My Audience Spending Time?

The question to ask about social media is where your audience is actually spending time. What social media platforms are they on?

Just because you have followers doesn’t mean that you have a targeted audience.

A report claimed as many as 50% of Facebook’s accounts were fake. Simply having a bunch of followers doesn’t guarantee that you have a human audience. This report was In January 2019.

Buying followers?  you are almost assuredly buying fake accounts. These fake accounts might be great for follower numbers but they don’t do much for your actual marketing. I recommend deleting fake followers.

2.Platform My Audience is Active on?

Fun fact: There are nearly 3 billion accounts, but only 1.73 billion are daily active users. Twitter, too, has a lot of members with a relatively low number of active members. Of the site’s 330 million signups, only 145 million are daily active users.

A social media user needs to be active on a social media site to be of any use to you.

There’s a disparity between overall members on a site and the number of active members.

3. Platform My Audience Is Searching?

 People use social media sites for searching not only socializing.

Minute by minute, people are conducting millions of queries on Instagram,Twitter, Facebook and other Social media sites. If you are active on these social media platforms, you can appear in social media search results.

4. What Niche Social Media Sites Are Right for Me?

 Businesses are missing out on a lot warm leads, because they are absent and in-active from niche social media sites.

People might say, “OMG! You have to join this social media site! We get all our leads from it!”

Okay, that’s great. But that doesn’t mean that your business needs to be there.

First check the kind of business it is. If they are a fashion business and found a social media site for fashion like let’s say instagram, then they’ve obviously found the right social media site.

But if you’re a SaaS business, chances are you won’t gain as many warm leads from fashion social media sites.

These four questions are a framework for determining your social media strategy. Don’t join randomly. Instead, choose wisely by answering the four questions above.

With that said, let me explain the social media accounts that truly matter. Lets jump right in.

The Big Three Social Media Sites 

In social media, there are three sites that are supreme to others. These sites are crucial, regardless of your audience, your business model, and your strategy. Join them first before others.

Facebook

This Social media site has over 2.7 billion monthly active users and it is the largest of any social network. In the past decade, it has become a fixture of the daily online experience. Nearly half of all Facebook users are active each day, and they spend quality time on this platform.

These users aren’t only browsing profile updates or viewing photos.

Each Facebook user is connected to dozens of pages, groups, or events. That’s where you come in — your marketing efforts and Facebook presence.

Twitter

There are more than 300 million Twitter monthly active users, and 120 million users are active a day.

Twitter is less of a lead generating platform than other platforms like Facebook. But it can be used as an  incredibly powerful search engine and news source. Many businesses also use Twitter to provide good customer service.

LinkedIn

This social media site is mainly used by business focused individuals. Every second, two new people join LinkedIn. Now, with more than 800+ million users, LinkedIn is a perfect tool for marketing

Research by Search Engine Journals showed that marketers love Twitter and Facebook than LinkedIn. But what’s the deal?. LinkedIn is the platform for B2B( Business-Business) marketing, not B2C(Business-consumer)marketing.

LinkedIn proudly has a database full of professionals connected to various companies. Don’t neglect the customer base of  LinkedIn, especially if you’re in B2C marketing sector.

Whatever business you’re into selling, doing, being, or saying, these are the three social media accounts you need to keep being active on.

Other Social Media Sites To Be Considered

These are called “the lesser few”only because they’re not part of the big three. These social media sites are huge too, and I strongly recommend you are present on them as well as the big three.

Pinterest

Pinterest got labeled as a social platform for the ladies. This was true at the beginning. But now, women account about half of Pinterest pinners, which isn’t much different from the gender slant on other social media sites. Pinterest is a place to be for any gender, any company, and any brand.

And it is a fast growing site. The business generates more than $300 million a quarter and has 400 million monthly active users.

Instagram

Instagram is a powerful social media site to promote both one’s personal brand and a business brand too. Despite not often posting, research shows that liking and commenting on other photos is a powerful way to grow a large following on instagram.

Instagram is a visual platform. Pictures get 10x higher engagement on Twitter, and photos make up 93% of the most engaging Facebook posts. It’s all photos and videos on instagram. That kind of structure is one of the reasons for Instagram’s massive popularity. Throw video into the mix, and you’ve got a social media channel that is basically addicting. Visual content in social media is very powerful and exploding.

Some marketers have argued that Instagram only serves the purposes of image-heavy brand content for companies like National Geographic.  Having a strong 4.8 million followers.

national geographic on instagram

However, I would say that Instagram is effective for nearly any type of business. I’ve seen successful fitness coaches, booksellers, conference speakers, coders, video game designers, SEO companies, and accountants make a stand in the Instagram universe.

YouTube

YouTube has the distinguished position of being the second largest search engine in the world following Google. It’s  considered  that Bing and Yahoo have been vying unsuccessfully for that position. YouTube did it without even trying by using visuals.

YouTube is a hit when it comes to video watching. In fact, YouTube reaches more U.S. adults than any cable network.

Some brands lend themselves to video virality more than others, but any brand can be successful at video marketing. A video doesn’t have to be expensive or fancy to be effective in brand promotion. It needs to be on YouTube.

My word “little” needs a bit of a disclaimer. These social media sites are massive. However, as social media marketing platforms, their benefit comes in their niche sub-communities for people of shared interest.

Tumblr

On Tumblr, however, you might interact with people who share your interest in, say, aerial photography drones.

In that sense, your audience might be smaller but more focused.

Even though it’s technically a “blogging platform,” Tumblr has enjoyed meteoric growth in its young life.

tumblr traffic quantcast social media sites guide

In 2013, Tumblr was raking in monthly pageviews that soared over 5 billion. With smart posting (i.e., great content) and consistency, many marketers have discovered that Tumblr is an ideal place to impact one’s niche. Some marketers actually host their company blog on Tumblr. (This is something which I don’t recommend for SEO purposes).

Reddit

Reddit is basically a news site,but as a social media news site, it has an appeal that goes beyond mere “headlines.” These headlines are voted up and virally shared.

social media sites reddit listings

Maybe a dog saying “Hiiiii!” isn’t quite as meaningful as business news or government decision-making. But still, Reddit is a marketing channel that might work for some companies. Of all the social media sites, Reddit has the highest percentage of news-readers — 62%, according to Pew researchers.

To use Reddit effectively, the secret is creating engagement on subreddits and communities packed with people who are passionate about what you are. This is your target community. Then, you create relevant headlines and promotions to create an uptick in your stories.

 Conclusion

The social media scene can be bewildering. But if you follow this plan, you’re going to see a higher social media marketing ROI:

  1. Join the Big Three: Facebook, Twitter, LinkedIn
  2. Consider the Lesser Three: Pinterest, Instagram, YouTube
  3. Check out Two of the Little Ones: Tumblr, Reddit
  4. Find One Niche Site

What social media sites have you discovered to be useful for your business? 

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