Published By Janet Gershen-Siegel at April 30, 2018
In Part 1, we went over the biggest and best social media channels where your business should be, and those were Facebook, YouTube, and Instagram. Let’s look at some more terrific social media platforms where your business can really shine.
Do you tweet?
Twitter can seem like a mystery to a lot of people. It’s rather different from other social media platforms. Twitter calls itself a microblogging service. But it’s not really used for much blogging. Instead, Twitter tends to be one big, long conversation. According to Statista, the number of monthly active Twitter users in the United States was 68 million in the fourth quarter of 2017. Twitter’s American demographics, according to Statista (as of 2016), tend to skew young. Just over 40% are in the 18 – 34 age group.
Twitter usage falls off considerably for seniors, who comprise only 5.9% of all American Twitter users. Hence if your product or service is more for seniors, Twitter should not be your primary platform. However, that doesn’t mean you can ignore it completely.
Companies use Twitter in a variety of ways. One popular method is to tweet out information about discounts and specials, particularly with Twitter-only coupons (these help show how effective your advertising is, and what your reach is, on Twitter). Another use for Twitter is to provide a degree of customer service, such as generalized announcements of server outages or if the store is closed on an unexpected day. Another use is to field a crisis, as you might see complaints on Twitter but nowhere else.
Here’s a truly memorable and clever use of Twitter – in 2013, the lights went out during the Super Bowl. Oreo took to Twitter and tweeted a still image of a cookie on a background which shaded from light to dark. The tweet and caption? Power out? No problem. You can still dunk in the dark. This quick thinking created a memorable ad with over 15,000 retweets. Now, nobody can take a great picture and come up with an incredible tag line in five seconds. Given the date (it was February 3, 2013), it’s likely the tweet was originally intended for Valentine’s Day, and possibly with a different tweet. The quick thinking in this case was to alter the tweet and get that image out as soon as possible, which meant that management was on board, and may even have suggested it.
Will your business be as clever and nimble? It doesn’t have to be. Great coupons, an engaging presence, and a clear attitude that your company will do its best to make right any problem are all great uses for Twitter.
Google Plus can seem a bit like the social media platform that time forgot. But with only a 15% penetration into US markets (per Statista, as of first quarter 2014), it could be a great way to reach an array of customers who don’t want to follow what everyone else is doing. If you’ve got an iconoclastic brand, that might be a way to use this social media channel.
But according to Android Central, the biggest and best use of Google Plus comes from its obvious connection to Google. As in, Google will pull Google Plus posts for searches. Relevant posts from your Google Plus circles will show up in search – so you will probably want to cross-post your content there.
And … a bonus! Pinterest has long been seen as a female-centric social media channel, and that’s still the case. Statista says that, in 2017, 58.9% of American users, and 67% of users worldwide, were female.
Given the smaller male presence (32.6% of American users; the remainder are unknown), you would think that you couldn’t advertise male-centric products and services there. But think again! Women will buy men’s and boy’s clothing; they will also recommend urologists to the men in their lives. Science fiction, a genre dominated by men, has a large presence on Pinterest. This includes everything from book covers and film posters to images of cosplayers. So don’t count out Pinterest. Just as with Instagram, be sure to work with professionals or at least good equipment – blurry photos aren’t going to cut it here.
Oh and another thing – tag your pins! If your company offers life coaching services, then tag your pins with all of the words associated with your service, and be sure to include your location. Pinterest searches weigh tags heavily, so use them!
Finally, when all is said and done, your best social media channels are the ones that you can comfortably use – and you have the time for. Or at least you can hire someone who can handle them. Being on every platform out there won’t do you much good; you can’t really just ‘set and forget’ these. Being present and active and engaging will go a long way, regardless of social media platform. Check out how this will help your company leverage the power of the internet and social media.