Which Social Media Platform is Right for Your Business?
By Glenn Cowan
These days it seems like pretty much every man and his dog have social media accounts of one form or another. There is good reason for this statement. It’s true! Everyone is, and it’s getting very crowded.If you run a business then it's almost certain that you will be used to using one of the big social platforms to spread your message.
Aside from helping to generate brand awareness, leads and ultimately more business, an active social media platform can also go a long way to protect your brand. When a potential client searches for your brand they will also be “exposed” to your social channels, way before they start to see competitors or poorer quality content sneaking into search results pages.
In this first post of a two part series we will take a closer look at the main players and cover some of the reasons why they would suit a particular business type.
The Main Players
You will likely be familiar with some or maybe even all of these:
Facebook, Where do we begin ?
Without question it is still the go-to social platform for a huge percentage of your potential customers. Clever algorithms work tirelessly in the background to understand your interests, in the process building up a complete profile of what you like, don’t like etc. While not a search engine, per se. Facebook excels at the ability to deliver content right to the user. If you have a defined target audience then it is very likely that with some skill and patience you will be able to show these people the right content.
Another area that Facebook delivers is the ability to lead generate. There are advertising goals available that will keep the use on Facebook while they submit some from of enquiry to your business.
Facebook is most suitable for:
Businesses that have a clearly defined target audience
Companies that want to retarget previous website visitors
Building a strong brand and brand awareness campaigns
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At present there are thought to be just under 22 million Facebook profiles operating in Thailand. Of course, users on the ground will understand that there is a percentage of profiles that are duplicate and or false. That said, there are still millions of people that you can get your message delivered to.On a global basis, Facebook has produced figures that suggest there are over 2 billion active users. It is perhaps on this basis that close to half of all marketers believe that Facebook is extremely important to their businesses.
One of the main differences in favor of using Twitter is that it has the ability to direct your Tweets (messages) to your entire audience, unlike Facebook, which seems to have an ever decreasing organic reach aspect.Twitter lends itself to being at the forefront of events, in fact, so much so that whenever there is breaking news it is mostly found on Twitter first.
Another really cool aspect of Twitter is the ability to search out and engage with influencers in your own niche area. It’s unbelievably easy to find people that are either creating similar content to you or indeed the audience that is looking for it.
At the beginning, Twitter was seen as a text only platform and for many people it didn’t deviver the “sexyness” that Facebook did; however, things have changed. Images are seen on most posts and a good use of video also makes Twitter much more digestible. If you haven’t been on Twitter for a while you will also now notice that the tweet lengths have doubled from the initial 140 characters that some people found limiting.
Twitter is most suitable for:
Businesses that are trying to build relationships with key influencers
Helping you to monitor your competitors activity
Engaging directly with potential customers
Showcasing your brand and building awareness
Providing a platform for customer service and support
There are many ways that a business can harness the power of Twitter, especially so if you take the time to integrate some of the software apps which allow you to track mentions, follows and hashtags. Data from statista.com shows that Thailand has a large twitter base, with currently just under 4 million users taking advantage of the platform. Other stats suggest that this translates to around a 38% penetration (based on 2017 figures).
Because it's so easy to reach out to people on Twitter, you need to make sure that you don’t fall into the trap of being a serial spammer. If you are going to conduct an outreach strategy, focus on the right messages and how exactly you can be of benefit to another user.
Which Social Media Platform is Right for Your Business? - The Wrap Up
Due to the size of these two, we won’t have any more room on this post to give justice to the other platforms (hence the need to split this into two magazines).Hopefully though the key take-away from this so far is that you can help to shape the way that others view your business. If you are looking to reach out and find influencers in your marketplace then there really is no better option that Twitter to achieve this.
While some people will stay close to Facebook because it is by far the largest platform, you also need to be aware that it has become harder and harder to deliver your message, even to your own followers. Doing what you always did will likely produce similar outcomes to what you always achieved. So if you need to deliver a different result, then simply consider doing something different!
Stay tuned for the next piece when we shed some light on Instagram, Pinterest, LinkedIn, YouTube and Snapchat.
In the meantime, feel free to let me know if there are any other topics that you’d like covered in future months (thanks to Dan C) for the Social Media suggestion! Most of the time you can reach me on firstname.lastname@example.org