In an increasingly "social" world, having the right communication channel for your company is more important than ever, and the list of social media platforms grows longer. The choices seem endless: Tumblr, Twitter, Facebook, Blogger, YouTube. These are just some of the channels dominating social media marketing services.
But which ones should you choose?
While any social channel will be an extremely useful tool in your company's inbound marketing strategy, there are a few broad trends you should be aware of. The type of social media solutions your company will want to use depends on the depth of your brand messaging and the demographics of the group being targeted. The latter can be a bit tricky, so analyzing the age, interests, and other characteristics of a company's target market is an important first step in determining which social channel to use.
A young, hip student is likely to spend more time checking out new content on Tumblr or Pinterest, and exploring predetermined pages on YouTube or Facebook. A more mature audience, however, is likely to be found on LinkedIn Groups and Google+ Communities.
Online publishing platforms like Blogger or WordPress work particularly well for B2B businesses. They allow companies to highlight their own expertise and knowledge, establishing credibility and exclusivity of content. A firm's insight into the world of financial investment, for example, is communicated much more effectively through a whole blog post than in 140 characters on Twitter. If a B2B business wants to utilize Twitter, they would be better off using this particular social media solution to promote blog posts or news, rather than communicating entire company ideals.
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