UPDATED 10/18/2024
The Evolution of Social Marketing
First, there was MySpace. Remember MySpace? Glittery GIFs met custom backgrounds and your favorite song of the moment playing in the background as your peers rushed to your “My Top Friends” section to see if they made the cut. It was our first introduction to social media (and if you were good at it, your first introduction to basic coding!).
Now, the social media world has exploded into a plethora of platforms with Facebook, Instagram, Twitter/X, Snapchat, and LinkedIn all vying for the attention of business owners and consumers alike.
Oh, and 2020 brought us TikTok. How the heck are we supposed to use TikTok?!
As with many other things, more options bring more decisions to make that can lead to more confusion, especially if you are by default a traditional marketer who “just doesn’t get this social media stuff” and doesn’t dabble in it on a personal level.
So Stands The Question: Which Platforms Should I Utilize For My Business?
And in that lies the answer.
When you take a deep dive into the message you want to convey, the brand you want to embody, and not just the product you want to sell, you will better understand your customer and know which platforms are most appropriate to reach and connect with them. Here are a few things to consider to help you do just that.
How old is your target demographic?
Here’s a social stat you may or may not have realized: as of July 2020 the average age of Facebook users is 40.5, and the age demographic of 65 years and older is the fastest-growing group to use Facebook. On the other hand, Snapchat has a much younger key demographic of 13 to 29-year olds.
When you consider which social accounts to create as a tool for your business, stop and picture yourself as your ideal client or customer, including their age. Then, do a little research to find out where, on average, people their age are spending their time online.
What content resources do I have on hand?
If you have an amazing photographer on staff, show off their talents with a dynamic, beautiful Instagram account that embodies what your company has to offer. Eye-catching drone footage or informational videos? YouTube and Facebook are great contenders. Recipes and inspiring designs? Let others aspire to recreate and/or shop your items on Pinterest. Take inventory of what you have to share, and choose the best outlet for the formats you have on hand.
What is your primary reason for utilizing social marketing?
If you are a social media user yourself, chances are you have specific reasons you go to specific apps–whether you realize it or not. Think about it!
- Pinterest: aesthetic and inspiration.
- Instagram: lifestyle photos and updates from friends.
- LinkedIn: industry news and job searching.
Each platform is designed to share content in a purpose-driven way, so use those purposes to your advantage when considering where to plug your business in.
Where are my competitors?
We don’t endorse the copycat game, but it only makes sense to do a little auditing to find out where your competitors are and consider adding yourself to those platforms. This not only ensures that you are reaching the audiences that they are to create a fair decision-making process for consumers, but it also allows opportunity for friendly collaboration and support between the two of you.
Imagine their surprise if you were to share an industry-related post from them on LinkedIn and say something like “Congratulations to our friends at ‘ABC’ for their recent accomplishment!”
That’s what social media was originally designed for, after all: a place for people and businesses to create, share, and collaborate.
Key Platforms and Their Strengths
- Facebook: Great for reaching a wide audience, building community, and running targeted ads.
- Instagram: Ideal for visually appealing content, such as photos and videos.
- Twitter/X: Effective for sharing short updates, news, and engaging in real-time conversations.
- LinkedIn: A professional network for B2B marketing and networking.
- TikTok: A rapidly growing platform for short-form videos, popular among younger audiences.
Beyond the Basics: A Strategic Approach
While choosing the right platforms is important, it’s equally crucial to develop a strategic approach to social marketing. Here are some tips:
- Consistent Branding: Ensure your brand’s messaging and visuals are consistent across all platforms.
- Engaging Content: Create high-quality, valuable content that resonates with your audience.
- Community Building: Foster relationships with your followers by responding to comments and participating in conversations.
- Analytics: Use social media analytics to track performance and measure ROI.
- Paid Advertising: Consider paid advertising options to reach a wider audience and achieve specific goals.
So, there you have it. With these tips and a little deep-diving on your part should help to clear up the usefulness of the various social platforms available, and help in choosing which is right for your business.
Need Help with Your Social Marketing Strategy?
If the waters are still murky, or you simply don’t have the bandwidth to learn and implement these channels, we’d love to help.
At The BARK Firm, we specialize in developing effective social marketing strategies that drive results. Our team can help you:
- Measure and analyze your campaign performance.
- Choose the right platforms for your business.
- Create engaging content that resonates with your audience.
- Manage your social media presence effectively.
Give us a call today to learn how our social experts can set up and manage the best channels for your business.
