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How to Use Social Media Effectively

How to use social media to effectively promote your business.

Ally Bootsma
By Ally Bootsma   |  

 Jan 12, 2023

How to use social media effectively

Social media channels are a great way to reach your customers and create brand awareness across the internet. It's also a great way to get people talking about your company. But when you're just starting out, it can be hard to know how to make the most of your social media presence with a variety of social networks at your fingertips. 

Let's take a look at the different social media platforms that are available, when to use which platform/app, and how to use social media effectively for your business. 

Which Social Media Platforms to Use

 
Your business does not have to be on every single social media platform, but it does help to utilize different platforms that suit your goals. The social media platforms that you should use for your business will depend on your target audience, the type of content you want to share, and your overall marketing strategy. 
 
Here’s an overview on when to use which social media platform and how to use them in an effective way. 

Facebook

Facebook can be a powerful tool for either a large and small business to reach their target audience and build brand awareness. Here are some reasons why:

Large audience: With over 2.8 billion monthly active users, Facebook provides businesses with a massive audience to reach. This means that businesses can use Facebook to connect with potential customers and increase their visibility.

Targeted advertising: Facebook's advertising platform allows businesses to target specific audiences based on demographics, interests, behaviors, and more. This means that businesses can create ads that are highly relevant to their target audience, which can result in higher engagement and conversions.

Engagement: Facebook provides businesses with a platform to engage with their customers and build relationships with Facebook users. Businesses can use Facebook to respond to customer inquiries, provide customer support, and share valuable content that their audience will find useful.

Cost-effective: Compared to traditional advertising channels, such as TV or radio, Facebook advertising can be relatively inexpensive. Businesses can set a budget that works for them and track the performance of their ads in real-time.

Analytics: Facebook provides businesses with a wealth of analytics and insights that they can use to track the performance of their ads and make data-driven decisions. This means that businesses can use analytics to optimize their ads to improve their performance and their social media marketing strategy over time.

Overall, Facebook is a versatile social media platform that can be used to share a wide variety of content including blog posts, images, videos, links to additional social channels, and much more.  This platform can be a valuable tool for businesses looking to connect with their target audience, build brand awareness, connect with influencers, utilize reels, and drive conversions. Please note, Facebook is the most popular social media network for men and women aged 35-44

Twitter

Twitter can be a useful social media site for businesses to connect with their audience and build their brand. Here are some reasons why:

Large user base: Twitter has over 330 million active users, making it a significant social media platform with a huge audience base that businesses can tap into.

Real-time communication: Twitter is known for its fast-paced and real-time nature, which makes it an excellent platform for businesses to engage with their audience in real-time. This means businesses can respond to customer inquiries, provide support, and focus on building relationships with their audience quickly and efficiently.

Hashtags: Hashtags are a powerful tool on Twitter that businesses can use to reach their target audience. By using relevant hashtags, businesses can increase the visibility of their tweets and reach more Twitter users. For Twitter, this one of the most successful social media marketing tips. 

Brand building: Twitter is an excellent platform for businesses to build their brand and increase their brand awareness. By consistently sharing valuable content and new content, businesses can establish themselves as thought leaders in their industry and build a loyal following.

Cost-effective: Like Facebook, Twitter advertising can be relatively inexpensive compared to traditional advertising channels. This means that businesses can set a budget that works for them and still reach a large audience.

Analytics: Twitter provides businesses with analytics and insights that they can use to track the performance of their tweets and advertising campaigns. This data can be used to optimize their content and improve their Twitter strategy over time.

Overall, Twitter can be a valuable tool for businesses looking to connect with their audience, increase their brand awareness, display new products, and drive engagement.

twitter feed

LinkedIn

LinkedIn is a powerful social media platform for businesses, particularly those in the B2B (business-to-business) space. Here are some reasons why LinkedIn is good for businesses:

Professional network: LinkedIn is a professional networking site with over 740 million members, making it a valuable platform for businesses to connect with other professionals in their industry.

B2B targeting: LinkedIn is particularly useful for businesses that target other businesses. The platform allows businesses to target their ads to specific industries, job titles, and company sizes, making it easier to reach decision-makers.

Thought leadership: LinkedIn is an excellent platform for businesses to establish themselves as thought leaders in their industry. By sharing valuable content and insights, businesses can position themselves as experts in their field and build their brand.

Hiring: LinkedIn is a popular platform for job seekers and recruiters. Businesses can use LinkedIn to post job openings, search for candidates, and build their employer brand.

Analytics: LinkedIn provides businesses with analytics and insights that they can use to track the performance of their content and advertising campaigns. This data can be used to optimize their LinkedIn strategy and improve their ROI.

Overall, LinkedIn is a powerful platform for businesses looking to connect with other professionals, establish themselves as thought leaders, and drive business growth.

Instagram

Instagram is the perfect place to share visual content, including photos, graphics, and videos. It’s also a great platform for building a relationship with your followers, and showing them what goes on behind-the-scenes. 

Visual content: Instagram is primarily a visual platform with extensive content creation tools which makes it an excellent tool for businesses to showcase their products and services through photos and videos. This can be particularly useful for businesses in the fashion, beauty, food, and travel industries. Studies have shown that utilizing Instagram is one of the best tools in a successful social media marketing strategy. 

Large audience: Instagram has over 1 billion active users, making it one of the largest social media platforms in the world with the most engagement. This means that businesses have access to a wide audience that they can connect with.

Targeted advertising: Instagram's advertising platform allows businesses to target their ads to specific audiences based on demographics, interests, behaviors, and more. This means that businesses can create ads that are highly relevant to their target audience, which can result in higher engagement and conversions.

Influencer marketing: Instagram is a popular platform for influencers, who have a large and engaged following. Businesses can partner with influencers to promote their products and services, which can help increase their brand awareness and drive sales.

Engagement: Instagram provides businesses with a platform to engage with their customers and build relationships. Businesses can use Instagram to respond to customer service inquiries, provide customer support, and share valuable content that their audience will find useful.

Analytics: Instagram provides businesses with analytics and insights that they can use to track the performance of their content and advertising campaigns. This data can be used to optimize their Instagram strategy and improve their ROI.

Overall, Instagram can be your best bet businesses looking to connect with their audience, build their brand, and drive sales.

TikTok

TikTok is a social media platform that has rapidly grown in popularity, particularly among younger audiences. While it is primarily known for entertaining and creative videos, it can also be a valuable tool for businesses. Here are some reasons why:

Large audience: TikTok has over 1 billion active users, making it one of the largest social media platforms in the world. This means that businesses have access to a wide audience that they can connect with.

Engaging content: TikTok is known for its engaging and creative content, which can be a great way for businesses to showcase their products and services in a fun and entertaining way.

Viral potential: TikTok's algorithm can help content go viral quickly. This means that businesses have the potential to reach a large audience quickly and easily.

Influencer marketing: TikTok is a popular platform for influencers, who have a large and engaged following. Businesses can partner with influencers to promote their products and services, which can help increase their brand awareness and drive sales.

Advertising: TikTok's advertising platform allows businesses to create and target ads to specific audiences based on demographics, interests, and behaviors. This means that businesses can create ads that are highly relevant to their target audience, which can result in higher engagement and conversions.

Brand building: TikTok can be a great platform for businesses to build their brand and increase their brand awareness. By consistently sharing valuable and entertaining content, businesses can establish themselves as thought leaders in their industry and build a loyal following.

Overall, TikTok can be a valuable tool for businesses looking to connect with their audience, build their brand, and drive sales. However, it is important to note that TikTok's audience is primarily younger, so businesses targeting older demographics may not find it as effective.

Pinterest

Pinterest works well for businesses that want to share visual content, such as home decor, DIY projects, and recipes. 
 
YouTube: YouTube is useful for businesses that want to share longer-form video content, such as tutorials, demonstrations, and product reviews.

Nearly 77% of Pinterest users are women, but the age demographics are all across the board, showing that people of all ages love Pinterest.

38% of Pinterest users are between the ages of 50 and 65,  34% are aged  30-49, and 32% are aged 18-29. 

Best Practices for Social Media

There is no rule book for social media, but there are some practices that you can implement to ensure you get the most out of social media. 

1. Determine a social media strategy - Research your audience, and which social media platforms they use. Set clear goals, and how you will achieve them. Then determine your content strategy. What type of content will you post, and how often?
 
2. Nurture your audience - Seek to build relationships with your followers, who could turn into customers. Focus on gaining the right followers, rather than the most followers. In the world of social media, quality is more important than quantity. 
 
3. Create valuable content - Consider how you can create content to help your followers. Your visual content should be high-quality, to make your brand look professional and reputable. 

filming a tiktok
 
4. Keep branding consistent - Develop a consistent look and voice across your social media platforms, so that people can learn what to expect from your brand. 
 
5. Stay on top of current trends - Trends on social media are huge, especially on Instagram and TikTok. Watch for current trends, and then get involved with the trend. 
 
6. Be active  - Engage with your followers, and people you follow. Comment on posts, respond to Instagram stories, and always respond to any comments and direct messages that you receive. 
 
7. Review analytics - Monitor how your posts perform, and learn what type of content people like to see from you. This can help you determine what type of content to focus on going forward. 

Optimizing Your Social Media Profile

To maximize the effect of your social media profile, you need to optimize it for search engines and focus on keywords. When using social media to advertise your company or brand, there are a few important things to keep in mind.
 
Optimize your bio - Use keywords and phrases in your bio that accurately describe your brand and what you offer, and include a link to your website.

instagram bio

Keep your profile up-to-date - Make sure your business contact information, location, and hours of operation are accurate and up-to-date.

Be consistent across platforms - Use the same profile picture, bio, and ideally the same name, across all of the social media platforms you use. 

Use calls to action - Encourage people to visit your website or to send you a message for more information about your product or service. 

How Often Should You Post on Social Media?

There is no one-size-fits-all answer to this question, as the best way to use social media depends on the specific goals you're hoping to achieve. 
 
Typically, the more you can post, the better, but only if the content you are posting is high-quality. 
 
Ultimately, consistency is key. If you are consistently posting valuable content, and interacting with your audience, your account should see growth. 
 
If you still feel unsure of how often to post, try asking your followers! Set up a poll asking how much they would like to hear from you. 

Get Started With Social Media for Business

Social media is an incredibly useful tool that can help you connect with your customers and build relationships. However, it's important to know how to use it effectively so that you can get the most out of it.

If you need assistance with starting your social media accounts, creating content, and building a following, we're here to help. Contact our social media experts to get started today. 

Ally Bootsma

Ally Bootsma

Ally creates content for our clients and manages their social media accounts. In her free time she loves to be outdoors and eating delicious food.

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