What Social Media Channel Is Best?

Social media can make or break a business in the modern market. There is no doubt that it has become one of the go-to avenues for growing a business, whether it’s through organic reach or paid advertising.  Everyone knows, if you want to reach people, you have to get social.

However, clients are often confused as to how to jump into the social landscape without a lot of wasted time, effort, and money. Producing content takes a very real amount of effort, especially across multiple channels.  Owners don't feel they have time for it, pushing it to the back-burner.  

Thus it always comes up. The age old question, “What Social Media Channel Is Best?”

One option may jump to mind, but the real answer is, IT DEPENDS.  
As annoying as that may be, it’s the truth and I would never tell a client anything otherwise.  The social media options are so vast nowadays that to always push people towards one would be disingenuous.  

A few reasons why...

1) Change

Change is never ending and it happens at lightning speed on the internet.  Social channels change in popularity month over month.  New channels pop up, grab market share, are purchased, or disappear, etc.  Of course there are examples of those goliaths that have withstood the test of time, but they are nowhere near what they started as either.

Thinking you finally have facebook figured out?  They announce they’ll be reducing business posts, forcing higher cost ads in the near future.

Are you big on Twitter?  Have you noticed the decline in people viewing your content do their news feed logic?

Finally, Instagram is the one! The feeds are great! Insta adds stories, tagged products, on so on diluting your reach.

The point is, just when you think you have a channel fully locked in, it’s going to change, so you have to be at the forefront of knowing what’s going on to be successful on any channel.

2) Demographics

This one may seem simple, but so many businesses are missing the self awareness to really take demographics to heart.  The demographic of users for a social channel needs to overlap with the segments of the market you’re looking to reach.  

Ever been on a website and check out their icons for social channels? If you haven’t go to your own and then to a few others in different industries.  It’s crazy. Find where your demographic lives and go there. It’s that simple.

3) Types of Information

This one’s a bit tricky, but a business needs to be aware of their most valuable type(s) of content to the user.  If you are a salon that does awesome haircuts, pictures are worth more than 140 characters!
If you’re a sports team and you post a million updates to facebook or instagram about scores and player transactions, people will unfollow you. That information is best for a quick feed like twitter.  

If you’re a simple business, that needs hours, a few pictures, and the occasional update, Facebook may be for you.  

Taking a look at your business and assessing your type of information can help you build relevant content on a proper channel.

4) Goals and Budgets.

Lastly, what are you goals for social media and your budget?  Figure this out ahead of time.  Don’t set out to build a huge facebook following if you don’t want to spend money on ads.  

Is your goal up to the minute communication with fans, an occasional picture of your product catching someone’s eye, or simply letting people know you exist?  

A little hint with this is, the earlier you can get in on a platform that is picking up steam, the easier and less expensive it can be to build an audience of early adopters before the noise creeps in.  

So Many Channels, So Little Time

There are a lot of options and more pop up every day.  Posting content across all channels can be frustrating and a total grind. So don’t.  Seriously, don’t waste your time.  It’s nearly impossible to grow quickly on a lot of social channels and capturing the same people across multiple channels is not very fruitful.

The best place to start is, by looking in the mirror.  A business needs to be very self aware of who they are, what they want to do, and who they want to do it with before setting up every single channel.  
The smartest companies assess all of this and choose 1-2 channels to build their brand.  Starting with a focus on 1-2 channels reduces the amount of time spent producing content week over week.  Content is king and you can’t be all things to all people, so don’t. Specialize and thrive!

As an example, one of our partners is an apparel company. The focus is to show off products in lifestyle pictures and be able to get people's attention with a positive message for little to no cost to a demographic of 24-34 year olds.  

What would you choose?

In this instance, Instagram is the obvious choice.  Picture based content with the ability to be found organically through the use of hashtags and influencers.  Twitter makes no sense, so why waste time on it?  Nuke it and move on.

Here’s My Uber Quick Tutorial On Social

Look In The Mirror - Assess what content fits best naturally, where you demographic lives, what your goals and budgets are, and how much time you’d like to spend on this weekly.  

Start Small - Choose 1-2 Channels to build and put everything into them. Plan daily posts and make sure you have time to be consistent.

Ask For Help - There are lots of options. Get some insight from a professional on how to get started, apps to use to make life easier, or how to hire a digital marketing agency and outsource everything!