Twitter's Controversial Algorithm Changes: What They Mean for Your BusinessTwitter Vs. Facebook: Which One Is Better for Promoting Your Brand?3 Free Twitter Tools PR Pros Can't Live WithoutSocially Stephanie: Social Media for the Automotive Industry
Get Schooled by YouTubers: Content and Business StrategyHow to Build Your Brand on YouTube and Reach New CustomersThanks to Google, YouTube Is Now a Viable Channel in Any Social Media StrategyHow to Maximize Your YouTube Views and Subscribers [INFOGRAPHIC]
Technology & Data
New IBM Study Reveals 3 Key Characteristics of the Most Successful CompaniesTalking Strategy and Data with Shannon Lee of Precision StrategiesHarnessing Mobile Users: The Power of Big Data in Social AppsMinority Report: Confronting Privacy Issues in Big Data Gathering
- Tech & Innovation
- marketing automation
- Social Tools
- Small Business
- Social Organization
Recap from the First-Ever Employee Advocacy SummitFormer IBM Senior Advisors Launch Brands Rising to Build Employee Advocacy ProgramsPerformance and Risk Management Through Social Media TrainingEmployee Advocacy Summit: Advocate Stories from the Field
- Customer Service
Join us September 15th in Atlanta for The Employee Advocacy Summit and learn how to unleash the power of your employees.
Post your event here and we'll share it with our community. If one of our members is featured, we'll promote as well on their profile.
- Marketplace & Webinars
The SMT Marketplace
Your resource for exclusive content and insights from Social Media Today, and opportunities to reach our community of professionals.
The Social Business Book Club brings you books, discussions, and insights from today's to business thought leaders.
Join interactive talks and and panel discussions with leading thinkers and practitioners on social media and networked business, or browse the catalogue of recorded sessions - all completely free.
Reach Social Media Today's community of marketing and communications professionals in an editor-approved context with a native advertising package.
Which Social Network Should My Organization Be Using?
Posted on May 26th 2014
Ushering your organization into the world of social media can be a frightening experience. The first rule you need to know: not every company, non-profit or state agency should be on every social network or use them in the same way.
Each social network was designed with a unique purpose in mind and they all fulfill different goals and types of measurement. However, social networks are not mutually exclusive, and tend to be more successful when using multiple channels simultaneously.
So, which social network is right for your brand? Ask yourself these questions first:
1. Who is my target audience?
If you wish to attract a younger audience, LinkedIn is probably not your best choice. Almost 1 in 5 millennials use Snapchat, so it might be wise to consider creating your own account on the platform. Are you looking to reach reporters and important influencers in your industry? Twitter is a great way to connect with others informally in a way you may not have reached them otherwise.
2. What industry am I in?
It can be difficult to connect with such a specific group on a larger network, like Facebook, so more niche social media channels are being created. Social Media Examiner shares this list of niche social networks that will help you reach a smaller audience.
3. What is my goal?
Do you want to raise awareness? Or do you want to generate leads? It is important to determine your goal before creating a social media strategy. Apple noticeably ignores social media, but recently created a Tumblr to promote the iPhone 5C. Though Apple has not commented on why it chose to create a Tumblr, my guess is their target audience coincides with the large majority of users on Tumblr. Tumblr also fosters creative, visual, advertising, which Apple is well known for.
4. How much time do I plan to invest?
Social media can take a lot of time to execute optimally. You could spend all day engaging and updating your Twitter account, while you could post 2 videos per month on YouTube. Depending on your audience and goals, your time will be spent differently.
5. What type of content will I produce?
More creative content is better leveraged on YouTube, a blog, or Facebook, while Twitter is great for newsworthy posts and stories. LinkedIn allows job postings and intellectual discussions on industry-specific topics. There is a place on social media for each type of content, so make sure you choose the best one for your brand!
Photo Credit: Organizational Social Media Choices/shutterstock