A Spotlight on Social Media for Your Business

Jaime Jay
Jaime Jay
Aug 9, 2017 · 5 min read

“Social media is the glue that sticks everything together in a marketing plan.” — Marty McDonald

It is no secret how social media has become an essential component in marketing a business. The internet thrives with a wide array of potential clients that you may reach out to.

Through social media, you can:

  • Post news and updates regarding your business
  • Inform others about your brand
  • Present your products and services
  • Obtain customer leads
  • Increase potential for conversion rates
  • Receive feedback
  • Advertise

But with all the social media platforms available, it may be challenging to exactly determine where you will succeed the most. It is one thing to have an online presence but another thing to know where you will shine.

According to Ahrefs, there are six basic categories of social media platforms:

  • Networks
  • News
  • Microblogging
  • Media sharing websites
  • Bookmarking websites
  • Forums and blog comments

Networks are where you may create your own profile and connect with others in a number of ways. Examples are Facebook and LinkedIn.

News social media platforms are where you may post links to updates and news in the internet. Examples are Reddit and Digg.

Microblogging platforms are where you may post brief information. One major example is Twitter.

Media sharing websites are where you may share videos, images, and other forms of media. Examples are YouTube, Vimeo and Instagram.

Bookmarking websites are platforms where you may save a webpage for future reading or reference. Examples are StumbleUpon and Delicious.

Forums and blog comments are where users freely exchange their ideas on specific topics. They are found right below a blog post.

Agents to Success in Social Media

Zooming in, you’ll find two key agents in social media marketing:

  1. Audience — Who are they? Where do they come from? What led them to your brand?
  2. Content — What kind of information are you sharing? How do you structure your content? Any marketing strategies?

“The right audience is the one that has the desire to make change, the passion for what they are doing, and the money to make it happen.” — Brian Basilico

The Right Audience

Social media is open to anyone in the world. When marketing your business, you may find it helpful to first identify your niche. Be clear about what you want to achieve and who you want to reach out to.

You may consider your ideal client’s:

  • Age Bracket
  • Gender
  • Source of Income
  • Interests
  • Fears
  • Greatest Motivators
  • Geographical Location

Having a clear picture of the people you serve can help streamline your marketing endeavors. And the more familiar you are with your clients, the better way for you to help them with the right solutions.

Because you know your market, you have a better understanding of:

  • Which social media platform they are most active
  • What form of content they would most likely consider
  • The time of the day they are most active in a specific platform
  • How they wish to be engaged in a topic
  • The type of discussions they most likely participate

A one-size-fits-all approach may appear attractive. It enables you to reach out to anyone you come across — which may mean having access to a wider market. But it may not be as cost-effective as you think.

In a study conducted by the New Jersey Institute of Technology, results showed that 90% of consumers expect the same brand experience across all channels and devices.

People are more likely to buy from brands they are more familiar with. Along with that, they may also think about:

  • What the brand is known for
  • How the brand delivers its services and products

Familiarity sure has an impact on a consumer’s decision to buy. As mentioned, knowing who you are dealing with can help streamline the way you market your business on social media.

“At the end of the day, being deliberate about crafting a brand experience that delights your customers is the best way to foster a community of loyal brand ambassadors.” — Jared Angaza

When you know them better, you will find better ways to provide them with the kind of experience they need.

Seeing the Numbers and Taking Action

Statista recently provided a list of the leading social networks worldwide as of August 2017:

  • Facebook — 2,047,000,000 active users
  • YouTube — 1,500,000,000 active users
  • WhatsApp — 1,200,000,000 active users
  • Facebook Messenger — 1,200,000,000 active users
  • WeChat — 938,000,000 active users
  • QQ — 861,000,000 active users
  • Instagram — 700,000,000 active users
  • QZone — 638,000,000 active users
  • Tumblr — 357,000,000 active users
  • Twitter — 328,000,000 active users

What should businesses do with these numbers?

Understanding where your target market thrives, you may find that these numerical figures do not necessarily guarantee your success in a specific platform.

“The first place is with the numbers. Really look at who are you working with.” — Nina Kaufman

It may not be a question on which platform is the most popular, but rather a question on which social media platform is most actively used by your ideal clients.

So, how do you penetrate your niche and reach out more effectively to your audience on social media?

You may consider your brand closely and take time to assess who you are for and what you are about. After all, having a strong brand identity online matters.

It may take time to have “real, sustainable change” for your business. According to leadership guru John Maxwell, change is a process. What you can do is take that first step to improve your brand.

Other Articles from Our Website:

Slapshot Studio is a collective of storytellers, strategists, and designers from around the world. We partner with ambitious leaders to grow remarkable brands and websites that foster community and ignite the imagination.

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Jaime Jay

Written by

Jaime Jay

Jaime Jay proudly subscribes to the Ripple Effect of entrepreneurship. His goal is to help fellow business leaders discover their why through education.

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