Part 2: Which social media channels should you use?

In the first blog post on how to succeed on social media, we went through goals and target audience. After you have mapped out who your audience is and what problems need to be solved, you can start thinking about which channels you should use to succeed.

Which social media channels should you use?

Here is a brief overview:

  • For B2B marketers, LinkedIn and Twitter work best to communicate with new and potential customers
  • For B2B marketers who will front their products and want sales or leads, Facebook and LinkedIn work best
  • For B2C marketers, Facebook and Instagram work best since most people can be found here and it is the most informal setting
  • For marketers working in fashion, lifestyle or travel, Pinterest, Facebook and Instagram work best due to the commitment that exists here, and the opportunities for good visual communication
  • For information, sales or branding videos, YouTube and Facebook are the best options. Instagram is beginning to be an exciting channel as well now that it allows advertising
  • For recruiters, LinkedIn and Facebook work best; LinkedIn due to its professional feel and Facebook due to reach
  • For direct communication with your target audience, use Twitter, the messaging feature on Facebook, or perhaps groups on LinkedIn

When can I advertise on social media?

Unlike traditional media, some digital media can manage and track their advertising. You can select the days and times that your content should be published manually or by pre-setting a time. The same goes for budgeting. For many marketers, the “always on” strategy works the best. This strategy means you choose to advertise regularly and post messages that will always be present on separate pages. These pages spread organically to followers and friends of followers, via post shares.

Can I do this myself or should I ask for help?

There are many social media advertising tools out there that can guide you through the process of using and advertising on social platforms. Many marketers have learned simply by doing, and using the help pages offered by each social media site.

If you find that you need professional help from marketers who work daily with social media, an agency can be used. Many agencies are working on an hourly rate. If you choose to hire an agency, you will get an invoice for the hours spent, avoiding the charge on a credit card. Agencies also have direct contact with representatives from  social media platforms and should be updated with the newest products and advertising techniques.stayed up to date on new products and great advertising techniques.

The Basics

Here are a few points that are important to remember when using social media for business:

  • Picture Use : Use images that are interesting and properly illustrates the message, company, product or service.
  • Video:  A good rule of thumb is to keep your videos 15 to 30 seconds long. Have a call-to-action at the end that prompts your viewers to take action.
  • Customise your message: Think constantly of who you represent and who you want to reach.
  • The tone of voice: It is allowed to be a little playful and creative social media, people expect that.
  • Be clear: Beware of irony and other wordplay or platitudes that can be misunderstood.
  • Update regularly: Update only when you have something useful to say but try to do it regularly. People follow you to know more about you. Encourage dialogue, enthusiasm, dedication and ask questions.
  • Have control of comments: Have a dedicated person who is in charge of responding to all inquiries received via social media. It’s important that questions are answered quickly and that viewers have the option to call or email you.
  • Handle criticism: Social media is an open forum and everyone can comment. It is often the most satisfied or dissatisfied customers who will leave comments. Reply to factual criticism and ask them to discuss the topic over email, telephone or messenger.

Good luck!

To read more about the importance of social media and having on online presence, check out this free guide. 

Written by Kjetil Joa, Performance Marketing Specialist, iProspect

About Kjetil:
Kjetil has experience from various Norwegian companies. Since 2007, he has worked with marketing, public relations, website management, graphic design, CRM and social media. In iProspect, he is a Performance Marketing Specialist and works with paid search, remarketing, video advertising and social media. He also has courses and lectures about social media.

Emily is a marketing writer for Visma Software International. She is responsible for the creation and coordination of content marketing for Visma.net.
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