Unlike your outspoken, twice-removed uncle, your business needs to be on social media. But what’s potentially worse for your business than having no social media presence is having one on all the social channels in the history of the internet. Instead, you should choose the most effective channels for your business, and place your focus only on those.
If you’re starting out, or simply looking for guidance of what you should be doing with the channels you’re on now, you’re reading the right article. Instead of separating the advice below by social channel, these are focused on your social business goals. What’s more, if one or more of those goals resonate with you, recommended social channels are listed along with types of businesses that might benefit from them the most. Let’s get goin’.
Most businesses should want to show off in some visual way. While it may be a bit more difficult for a local doctor’s office to think up constant picturesque content, a retail store or restaurant benefit well within this goal. Most social channel algorithms choose imagery and videos over all-text posts, so that’s even more incentive.
Recommended channels: Images: Instagram and Pinterest, Videos/Live Video: Facebook and Instagram (shorter videos), YouTube (longer video content)
Types of businesses: Restaurant/café, clothing store or retail, photography/ videography, travel
The expectation to have a social media presence comes with the expectation your business should be responsive. This is especially true if your business benefits from back-and-forth conversation, or you want to be a part of some. Outlets like Pinterest or YouTube wouldn’t be very helpful for a roofer seeking business, like trying to find local people talking about recent hail damage. But others would be a perfect fit, such as:
Recommended channels: Twitter (good for public conversation), Facebook (good for taking public conversation private if appropriate)
Types of businesses: Handyperson, accountant, legal, pet care
Providing advice or insights that are relevant to your business’s expertise can catch the eyes of new customers, and also earn even more trust from current customers.
Providing advice or insights that are relevant to your business’s expertise can catch the eyes of new customers, and also earn even more trust from current customers. If you think industry news or your company’s blog is beneficial to post, think beyond Facebook.
Recommended channels: LinkedIn, Twitter
Types of businesses: Client-forward company, IT, marketing, consulting
If your business operates on an RSVP-basis, you should be on a social site that supports your announcements and events. Perhaps the best example is a music venue, but another would be a restaurant that hosts wine tastings or other special events.
Recommended channel: Facebook
Types of businesses: Specialty stores, live music venues/bistros, popup shops, resale stores
Traditional social channels can get boring, especially as you get into a rut. Plus, some businesses can really play up their fun side – but it might not fare as well in the Twittersphere, for example. Finding channels that embrace one-off hilarious videos or silly gifs can bring your company’s personality to life.
Recommended channels: Snapchat, Tumblr
Types of businesses: Party supplies, bakery, bicycle shop, theater
There you have it. While this certainly isn’t an exhaustive list of business goals, or social channels for that matter, you can at least start to experiment to discover the ones that work the best for your business.
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