There a so many social media platforms: Facebook, Twitter, Instagram, Twitter, Pinterest, Tumblr...the list goes on.
How do you decide which is the best social media platform to use for your small business?
Here's the answer: Which social media platforms do your customers use? If they use it, you should be on it.
Now, I'm not saying you should be everything to everyone; you need to sit down and define your customer. Close your eyes and think of your typical customer. How old are they? What do they like to do in their leisure time? Where do they spend their time when they are online? When you answer these questions it makes it clear where you should be focusing your energy on social media.
A few years ago, Twitter was a hot item, so I spent a lot of time on there. Then, a lot of my customer base began focusing on Facebook, so I refocused my social media efforts there. Currently, our customer traffic is coming from Pinterest and Facebook, while a lot of growth is happening on Instagram.
To help break it down, I follow the 80/20 rule. I currently spend 80% of my time on Pinterest, Facebook, and Instagram. The remaining 20% is spent on YouTube, Twitter, Tumblr, and LinkedIn.
To back up your demographic analysis, turn to Google Analytics. You can check your social media traffic and adjust your time spent on those platforms accordingly. You'll also be able to watch where social media trends are changing. As you can see below, the majority of my traffic comes from Pinterest and Facebook.
Does this mean you need to be on every social media platform? No! If you only have one hour a day to spend on social media, spend 50 minutes on the platforms performing best. Spend the remaining 10 minutes posting on the others. If you aren't seeing any results (I'm looking at you Linkedin and Tumblr) then spend little or no time on those sites.
Who is your customer? Make a list of the following demographics: Age, location, education, hobbies, social media used.
Google Analytics: look at Acquisition > Overview > Social to find out where your customers are interacting with you
The key with social media is find out what is working and do more of the same. Are your customers on Instagram? Then engage them there and grow your business on that platform.
Which social media platform is currently working best for you? Do you use all social media or just stick with a few platforms?