However, saying that all platforms are the same would be a grave mistake. Each platform has its own distinct characteristics and audience. While one may work for your competitor, it may not work so well for you. With so many fishes in the sea to choose from, the question, then, is which is the one for you.
Today, we will be looking into five social networking sites: Facebook, Twitter, LinkedIn, Pinterest and Instagram. Each of these platform boast a sizable following and have unique characteristics that can help you achieve your social media objective.
Before choosing a social networking site, start by asking a few questions:
Answering these questions will help you to identify which social media site would work best for you.
Used by: Everybody – from individuals to businesses
Content it supports: Photos, videos, link sharing, and short to medium length posts.
Content limitation: There is little to no limitations to how much you can stuff in one post, though there are guidelines and best practices.
Posting can be done from: Desktop, Mobile Browser and Mobile App
Posting frequency (suggested): 1-2 times a day
On-site sharing: Very easy – it’s just a click away (‘Share’)
Facebook is often the starting platform for many businesses, and understandably so! Due to the large amount of users on the site, it is easy to search for prospective customers and partners.
Also, the range of content it supports remove the pressure of continuously needing to create materials that consume a lot of resource – like infographics and videos.
Verdict: It’s great for everyone!
Used by: Mainly millenials (1980s-2000s) and young professionals
Content it supports: Photos, videos, link sharing, and really short posts.
Content limitation: Each post has to be less than 140 characters
Posting can be done from: Desktop, Mobile Browser and Mobile App
Posting frequency (suggested): Multiple times a day
On-site sharing: Very easy – it’s just a click away (‘Retweet’)
On Twitter, it is easy to engage in real-time conversations with your followers. Interacting with them frequently can help to build brand loyalty and even exposure. However, with constant posting and conversing, high levels of monitoring would be required.
Because of the nature of Twitter, it is useful to create hype for an upcoming event or product by using hashtags (#). Continuous use of a hashtag by both you and your followers can help to spread the hype as well.
Verdict: If you have the resources for monitoring and wants to build brand exposure and brand loyalty, Twitter would be great for you!
Used by: Students, graduates and business professionals
Content it supports: Images, video, slides, posts and link sharing
Content limitation: Has little to no limitations.
Posting can be done from: Desktop, Mobile Browser and Mobile App
Posting frequency (suggested): Once a day
On-site sharing: Very easy – it’s just a click away (‘Share’)
It may not be obvious, but LinkedIn is very much like Facebook. The only thing that is massively different is its audience.
On Facebook, the audience is more generic. It is catered for everybody and is used mainly to connect with friends and to be updated with what is happening in their life. On the other hand, LinkedIn’s audience is more specific. It is meant for working professionals and job seekers to be connected with your company, and be updated with its happenings.
LinkedIn is also a place for you to establish some industry presence. You can do so by publishing blog posts directly on LinkedIn or sharing your post links on your LinkedIn account.
Verdict: If you are intending to connect with other industry players, this site is great for you.
Used by: Users tend to have a high household income. Mainly used by women.
Content it supports: Images, video, slides, posts and link sharing
Content limitation: 500 character limit on description
Posting can be done from: Desktop, Mobile Browser and Mobile App
Posting frequency (suggested): Once a day
On-site sharing: Very easy – it’s just a click away (‘re-pin’)
Being a photo sharing site, Pinterest is ideal for businesses that have things that they can snap pictures of. For example, retail shops can use Pinterest as an online storefront to showcase their products. Designers and photographers can also use Pinterest as a portfolio.
Even if you are unable to snap pictures as easily, Pinterest can still be the site for you. Infographics for one, works superbly on Pinterest. However, to create and produce an infographic takes time and a lot of resources.
Verdict: If you are working in a field related to photography or a retail shop, this platform is ideal for you.
Used by: Popular between ages 18-29
Content it supports: Images and really short videos
Content limitation: Images and videos have to fit into a 600 by 600 pixel square. Videos also cannot be any longer than 15 seconds.
Posting can be done from: Mobile App
Posting frequency (suggested): 1-2 posts a day
On-site sharing: There is no on-site button that allows sharing of visual content on the app itself
Although Instagram is a photo sharing site like Pinterest, it would not be effective as a portfolio site or a virtual showcase of your products. Firstly, there are size restrictions to the images you share, Secondly, links in the caption do not work. So, even if you are able to show your followers what product is in stock and how it looks like, you are unable to give them a working link on Instagram.
The only place that you can put a working link is in the profile section. But note that there is only room for one link.
Instead, Instagram can be used to introduce promotions, new products and releases. By posting visual advertisements and using hashtags you can create hype and spread them to your followers by encouraging them to use the hashtag as well.
Verdict: If you are in retail, Instagram is a good place to advertise and engage with your audience.
Pssssst. Wondering why Google + isn’t on this list? Tune in to the next update to find out why.
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