Choosing the Right Social Media Platform

You have the option of choosing the right social media platform, in fact some networks you’re better off not being a part of.  This doesn’t mean there is anything wrong with the network, but your customer base just isn’t there.  This is your business and you have the right to be as picky about your social marketing as any other detail of your business.

Now you need to make an informed decision as to which social platform is right for you.  There are a ton of factors involved in the decision so here’s a look at some of the data to help you make your choice.  Please note you don’t have to limit yourself either, you can work with as many or as few as you choose.

Breaking down the Data

Digital Insights put together some data on the most popular social networks and the amount of active users each has.
Here is the corresponding data:

  1. Facebook: 1.28 billion
  2. Google+: 540 million
  3. Twitter: 255 million
  4. Instagram: 200 million
  5. LinkedIn: 187 million
  6. Pinterest: 40 million

When it comes to raw data Facebook inevitably leads the herd in active users, revenue and several other metrics.


That can be a bit misleading, Facebook is one of the oldest social networks and for most people it’s a fundamental part of their daily lives.  However, Facebook’s organic reach is terrible and Instagram blows the rest away in terms of growth.

Does size matter?

Er…yes and no.  You want a network that makes the time you spend there to be time well spent.  You also need to look at the products you’re trying to sell and the audience that is the most engaged on each network.  Pinterest has 40 million users much less than Twitter but Pinterest users spend more time on the site and they interact with content more often.

Buyer Personas

Who are your ideal customers?  No business markets to absolutely everyone not even Walmart, so you probably already have some background on your ideal customer and what makes them tick.  This is what you need to look at when choosing the right social media platform to work with.

Here is how social media networks are broken down according to Jason DeMers at Search Engine Land.

  1. Kitchen-sink networks:Twitter and Facebook
  2. Image-based networks: Pinterest, Instagram, Tumblr
  3. Video networks:YouTube, Vimeo, Vine
  4. Business-focused networks:LinkedIn
  5. SEO and authorship networks: Google+
  6. Location-based networks:Foursquare, Yelp
  7. Niche networks:Reddit

Now you have to choose where your business fits into all of that.  It’s not as hard as it looks, but working with the right digital marketing agency can help alleviate some of the stress.  They understand the true power of social and what it can do for your business.

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