Determining which Social Media Platforms
Are Right for Your Business

Reach your customers effectively by concentrating on the
platforms they use most

January 2015

Social media marketing is not a one-size-fits-all strategy. The success or failure of your social efforts will depend largely on where you invest your time and focus. You need to spend time where ideal customers and prospects spend their time.

For B2B Companies

LinkedIn is well-suited for B2B companies. Most users log in for professional reasons and are in a working mind-set. Users often come seeking beneficial networking opportunities and to get insights on their careers or industry. The average LinkedIn user has a higher income and education level than the average user on most other popular social media platforms. LinkedIn's core demographic users are between 30 and 49 years old.

For B2C Companies

Seventy percent of online adults actively participate in Facebook and it is the most-frequently used social media platform. While its overwhelming popularity makes it an attractive option for many businesses, the primary reason people are so engaged with Facebook is to connect with family and friends. For this reason, Facebook is most effective for consumer brands such as retail and hospitality.

For Innovative Industries

Twitter is particularly popular with 18–29 years old users. In the last year, the platform has seen significant increases among a number of demographic groups, including men, people age 65 and older, those who live in households with an annual household income of $50,000 or more, college graduates, and urbanites. It is also important to keep in mind that people look to Twitter for news content, so if your industry lends itself to headlines and announcements, this platform is a fit for you. Twitter is a two-way platform and works best when you respond to and reTweet followers.

For Good Looking Products and Services

Pinterest and Instagram are best suited for you if your business is in a highly visual industry. This does not mean these platforms are reserved for luxury brands and design firms. There are a lot of opportunities on these sites for florists, restaurants, salons, retailers, bakeries, health-care providers, fitness-related businesses, and the like.

According to Business Insider, Pinterest is the breakout tablet-first social network. There is an average of 1.36 million users daily. The majority of those users are female and mothers, 28 percent of whom have a household income of $100,000 or more. Instagram has more than 200 million users; however, it is important to keep in mind that 90 percent of Instagram users are 35 years old or under.

For Improving Search Ranking

Completing a business’s page on Google+ will help you maximize your business’ exposure on Google search pages. The platform also offers some great tools to help you promote content to people in your circle, as well as find new people to interact with courtesy of their sophisticated hashtag system. However, of the more than 2.2 billion profiles on Google+, only 9 percent are active users. The platform is also best for businesses who serve a male-dominated customer base, as 70 percent of Google+ users are male.

For more detailed demographic information on social media users, check out the Pew Research Internet Project.


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