Choosing the Right Social Media Channels for Your Brand

You are up to speed with social media and you are all ready to set up a Facebook, Twitter, Google Plus, Pinterest, Instagram, StumbleUpon and every other account you possibly can for your business. Your drive to jump start your brand’s social media efforts is commendable, but as you use social media to bolster your business, you should make sure you are choosing the right social media channels for your brand.

There are so many legitimate social media sites out there and each has its own unique features and audience. By choosing the right channels for your company, and then using each to its fullest potential, you will reap the rewards social media involvement has to offer.

Ask Yourself Four Questions

What Are Your Goals?

Do you want to add a social presence for your business so you can share information? Or are you looking to form relationships with current and potential customers or even to listen to what people are saying about your brand? Social media can help you do any of these things. However, each channel has slightly different offerings. Channels like Facebook and Twitter will allow more customer interaction, while sites like Pinterest and Instagram may not be as open to two-way communication.

Who is Your Audience?

Each social media channel attracts different groups of people. For example, the Facebook user base is divided almost evenly between males and females and most users are between the ages of 25 and 34. Nearly 70 percent of Pinterest users are female and half of them have children. These statistics alone show that each site speaks to a different demographic. Identifying which social media channel boasts most of your audience can help you focus your efforts and see the best results.

What Channel Does Your Brand Lend Itself To?

Think about your brand and brainstorm ways it is, or can be, portrayed online. For example, some brands (think clothing or electronic companies) are very visual brands. Others, that offer services rather than physical products, are less visual. Some channels, like Instagram and Pinterest are perfect for brands that have eye-catching images to show off. Other channels, like Twitter and LinkedIn may be more suited for brands that can share more informational or news-oriented content.

What is Your Image?

If you brand is all business, LinkedIn is probably the place for you. But, if you are trying to convey a fun, casual or more approachable image, you may want to try your hand at a channel like YouTube or Instagram. Some channels instantly lend a casual image to brands, while others lift brands up in a more professional way. Although each channel carries its own type of image, and you should keep this in mind as you make social media decisions, you can work within its parameters to show off your brand with its intended image.

Be Strategic

If you decide to target more than one of your company’s audiences with social media, you will probably use each channel a little differently. For example, you may decide to target potential customers through Pinterest by posting images of your newest products. You may also decide to target investors through LinkedIn by sharing information about your company’s success and future plans. Be deliberate about what kinds of content and messages you share through each of your brand’s social media channels.

As you better understand which social media channels can make the biggest difference for your brand, you’ll be able to focus your efforts and achieve more success. By deciding what you want to use social media for, targeting your audience and using each channel strategically, you’ll be much more likely to be rewarded for your social media efforts.