The most business-like of all platforms (aside from LinkedIn - which is really mostly relevant for b2b), Twitter is especially great to push out news about your company, share interesting literature and articles relevant to your business or industry and to provide customer service. Nowadays Twitter is used a lot by professionals for keeping up to date with the industry. This group tend to be higher educated and have larger incomes. There's also still a fair amount of teens on twitter who follow their idols. Many groups have left the platform in the past few years, looking for less promotion and more genuine connection.
Strategy: Twitter's strongest point is its ability to connect to companies quickly. Share any business updates on the platform and use it as a customer service method.
Facebook is still the most popular social network in the world, so it would be silly not to use this potential. Two billion users have a profile on the platform. It's getting harder and harder to gain traction on the platform as a business, as Facebook is pushing towards a pay-to-play model. Even more reason to really think about your strategy and how to form genuine connections with your followers.
Strategy: The biggest mistake companies make on Facebook is to be too sales-focused. It comes across as impersonal. Remember that most people use this platform as a personal means of communicating with their friends.. they don't want to see advertisement at all. Their daily lives are full of it. Your best bet is building personal connections. Share helpful tips, behind the scenes photos, and build a connection. Videos do incredibly well too, and since Facebook wants you to use mobile videos uploaded to Facebook, they generally get a real push in terms of reach.
The most visual of platforms is Instagram, with its 700 million active users isn't far behind Facebook. Where Instagram started as a simple way to share real images of day to day life, it quickly turned into a professional advertising platform where the most popular users are the one with magazine-quality images. Through a number of algorithm updates it's become increasingly harder to grow accounts, and the best accounts have a solid strategy in terms of image style, branding and growth.
Strategy: Instagram is all about high quality images. Pictures that aren't inspirational or blurry will simply not cut it. Use it as a visual advertising platform. Make sure all the images say something about your brand. Have a moodboard for the theme of your account, and make sure there is consistency. Use Instagram Stories to give a behind the scenes peek of your company and product.
The biggest misconception about Pinterest is that it's a social media platform. It's not: it's a visual search engine. Pinterest is the perfect place to share your content marketing efforts. SEO-optimize your captions, make sure your images and titels entice people to click and drive targeted readers to your website. It's not about the amount of followers on Pinterest, it's about how much your pins will get repinned as this is how your content will get shared, and essentially spread like an oil stain.
Strategy: Research which pins do well regarding the topic you've written about, create beautiful visual pins, optimise your caption for it to be found for the keywords that you're trying to rank for and start pinning. Share just as much, if not MORE, content from other people on your boards, and join group boards!
Youtube, just like Pinterest, is really more of a search engine than it is a social platform. It's basically a video search engine. It's proven that Google loves video, and will often share video results for a search query, giving you an easy chance to rank for keywords you might not rank for based on your actual website. Videos are the future of marketing anyway, with not only Google, but also Facebook preferring it. Video is a very strong marketing tool, as people who view demo videos are 1.81x more likely to purchase than non-viewers.
Strategy: It's definitely wise to have promotional videos for the products you're selling, but think bigger: are there blogposts you can turn into videos? Can you make informational videos? What type of videos increase brand awareness? Research what is doing well, and see if that can inspire you to create great video content as well. Don't forget to optimise your video captions so they are easy to find for the keywords you're trying to rank for. It's also a great vehicle to put a face to your brand, and make your brand more human and approachable.
Snapchat quickly rose to fame over the past few years, offering a 'real' alternative to the overly curated Instagram, people are slowly getting sick of. Upload photos and videos in real time, with a focus on genuine stories and interaction. But when Instagram started offering stories and filters, Snapchat struggled. With users finding it hard to build up a following (unlike Instagram there is no option to discover new accounts), users quickly started leaving Snapchat and it's unclear if Snapchat is going to make it to 2018.
Strategy: Because of it's young follower base Snapchat really is only relevant for brands targeting teens and millennial. It's great for real updates, behind the scenes, and building genuine connection with your followers. ROI is hard to track, and unless your organization or hostels focuses on a young demographic, I wouldn't recommend investing time in the platform.
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