Which social network for which objectives?


Social networks have become so widespread in recent years, it is essential for your business to use these communication channels. However the issues and objectives are different from one social network to another. It is therefore necessary to define a suitable digital strategy.

How to establish a social media plan ?

– Set specific marketing goals: do you want to expand your brand, generate traffic to your website, contact your consumers? (etc.)

– Set your target: according to the characteristics of your audience, the social network to promote is different

– Allocate the financial resources and management; Indeed, social media takes time and money

Once you have gathered these items you must understand which social network to choose the best communication platform. Here is a non exhaustive mode of the major social networks:

Facebook, the leading social networks:

Advantages: Facebook is the most popular platform, it has over 1.55 billion users. It allows your company to have a high visibility profile with consumers.

Facebook primarily target individuals through various animation tools and Facebook Ads. Facebook allows sharing different media, photo, video, article, etc. Also keep in mind that Facebook is  also used by mobile users. This requires that the content you post on this platform is readable on this type of navigation support.

Disadvantages: Facebook is not very suitable for BtoB. Also, the owner of the content is limited and the visibility decreases more and more. Indeed the establishment of an algorithm favors contents collecting the more interactions. Furthermore young Facebook users are moving towards other applications like Twitter or Snapchat.

Twitter, hashtags for maximum visibility:

Advantages: Twitter is a social network dedicated to “the moment and personal conversation in real time.” As a company, Twitter allows you to interact directly with your followers and publishing news daily. The level of visibility is good and can be improved with sponsored tweets. Twitter is a complementary channel for customer relationship to respond to consumer issues.

Disadvantages: Twitter takes time and rigor in publications. Users love novelty.They are outnumbered by Facebook users, but more demanding. Twitter requires constant monitoring and so does your e –reputation.

LinkedIn first professional social platform:

The advantages: it is a professional social network with over 350 million members. Linkedin is recognized as a platform for online recruitment and as a support to relations between professionals. Linkedin improves your SEO ,promotes services and or products and finally link the different profiles. Linkedin enable your company to enhance its expertise.

Disadvantages: published content must be entertaining and experts. The contents are intended primarily for qualified professionals. It’s a bit adapted to the general public support.

Google + for an SEO strategy:

Advantages: Google+ is a mix between Twitter and Facebook, it borrows features specific to the two platforms, plus video conferencing, circles, Google authorship (etc.). The SEO term impact is huge, you’ll understand that Google is behind this. You can connect to other Google+ features of Google, Google Map, Google Search, etc. Also you can segment your target to improve the relevance of the messages. It is a BtoB and BtoC platform.

The disadvantages: it is a platform that requires more time than the others and a dedicated strategy. Application usage patterns are not yet well integrated with Internet users. Too many features that can cause a feeling of “fuzziness”.

Youtube for a good communication strategy:

Advantages: Youtube is the first platform hosting and video sharing. The chains are a powerful tool for capitalizing subscribers. This is a good way to capture the attention of potential customers and work on your reputation. Also, being well referenced on Youtube, also means appearing in the first Google page (YouTube belongs to Google).

Disadvantages: Youtube is becoming crowded, Facebook arrives as a direct competitor. Customers are not very loyal and Youtube generates little results in terms of traffic to your site.

Instagram, a relatively young social media:

Advantages: Instagram is easy to use. On instagram  you just publish photos and videos: of your products, your brand, everyday life in your business, etc. The use of hashtags and repost offers great visibility. Also, the arrival of advertising on instagram is a revolution for businesses.

The disadvantages: it is a social platform totally designed for the use on mobile devices, users are mainly young people. The impact in terms of SEO is almost zero.

To sum up there are plenty and varried social networks . They can be grouped into 3 categories:

– The leaders,

 – Goshawks social networks of the image,

Professional social networks.

Depending on your goals, you will choose the one or ones that suit you best. For optimal presence, you can be on several social platforms. Now that you know the codes, you can adapt your digital and social strategy.