Not Every Platform is the Same
Every social media platform serves a purpose. Each one can help you better connect to your audience, but the different platforms all serve a distinct purpose in how they connect, how they engage and what audiences they reach. Another social media manager recently told me that he was starting a TikTok for his organization, a hospital. When I asked why, he said “…because my director really likes TiKTok and wanted me to start one”. Too often that is the reason why an organization expands their online presence. While sometimes it makes sense to expand to another platform, often times it doesn’t. While there is no harm in having an account on a dozen platforms, why work harder when you can work smarter? Having a strong presence on one platform is better than having an okay presence on two or three platforms. How do you make a decision on which platform to invest your time and energy? There’s a few questions I typically like to ponder but it really depends on what your goal is. Do you want to reach your existing audience or a new audience? What type of business do you have? Do you want to engage, inform or connect? Understanding the motivates behind starting a new account helps me decide which platform to invest in. Here’s a little break down of the major platforms to guide you:
Facebook is the most diverse platform in terms of audience. Facebook is great platform to start with if you don’t really know who your audience is or if it’s really diverse. Facebook’s platform is versatile and has great built in insights about followers to guide future decision making. I always suggest Facebook to individuals who aren’t sure where to start, or would like to experiment more with different types of content: articles, videos, product features or service highlights.
While many teens and younger demographics have Instagram, not every product is intended for younger audiences. Which means they may be hard to reach. Alternatively Instagram is great for reaching women between the ages of 25-45. It’s also a great way of showcasing dynamic photography and visually interesting services/products. Lots of business and organizations are even using Instagram to show a more personal, approachable side of their business.
While Instagram users are mainly women, Twitter has slightly more men. Twitter users have a higher income and educational level than the other platforms. So it’s no surprise that Twitter’s main content purpose is news and information. Government agencies and nonprofits tend to have a lot more news worthy content. However, businesses that blog, educate their clients or run lots of short promotions tend to benefit from a Twitter account as well.
LinkedIn remains the ideal place for professionals and professional dialogues. Most businesses find more success with having employees represent their businesses on LinkedIn rather than the business itself. The platform is great for posting business updates, changes and job openings. LinkedIn caters to thoughtful content from industry leaders (influencers). However, it’s beneficial to have your business listed for your current/former employees to be able to list it in their employment history.
NextDoor
NextDoor is a neighborhood based platform so the audience typically reflects the surrounding community. This means it’s great for reaching a hyper local market! While businesses can’t freely post about services and products, they can respond to requests for recommendations which can be helpful for word of mouth marketing. Public and nonprofit organizations can really benefit from posting localized information and messages such as street closures or neighborhood events.
TikTok
Due to it’s increasing popularity among teens and even older audiences, everyone wants to start a TikTok. What is it? TikTok is a viral video sharing platform that allows users to watch and browse short (roughly) 15 second videos. Viral content includes lip syncing, dance trends and other “worthy” content. While some organizations may not benefit from this type of casual publicity, it may be a good way to showcase fun working environments or talented staff (depending on what you do).
Like Twitter, Pinterest is also commonly used by higher income households with greater education levels. Pinterest remains extremely popular with female users. Industries that typically take advantage of Pinterest include clothing/fashion, renovation/remodel, tourism and (my favorite) art/design. Pinterest remains a place to be inspired and get ideas, which is why these industries find so much success using the platform. While their isn’t much opportunity for a call to action, it’s a great place to get brand recognition.
Not every business or organization needs all of these platforms. Especially not all at one time. I find the most success when starting off with a single platform that I feel addresses primary motives and goals, then adding as necessary. You may find that your business may only need a Pinterest or a Facebook, and that’s okay! Do what’s right for you! If your director ever wants to start an account for the sake of starting an account, sit down with her first and brainstorm some ideas that fit with your organization. With that, good luck and happy posting!
