5 Steps to Choose the Right Social Media Platforms for Your Brand

 In Social Media

Through social media, you can connect with your customers and build brand recognition. You also can create awareness, become a thought leader in your industry and so much more. Sounds perfect, right?

There’s just one caveat. In order for social media to have an impact and reach your desired target audience, your brand needs to be on the right social media platforms.

Each social media platform serves a different purpose and people who log in to these platforms use each of them in different ways. By choosing the right social media platform for your brand and tailoring your key messages for each, you’ll better be able to reach your target audience.

Here are 5 steps to choose the right social media platforms for your brand:

1) Define goals on social media

It’s important to first define your goals on social media, as part of your overall marketing strategy.

You can begin by answering various questions including:

  • Do you hope to grow brand awareness?
  • Drive event attendees?
  • Enhance communication with your customers?

Based on your answers and objective, set specific and measurable goals that you can strive to achieve on social media.

2) Know the different social media platforms

Once you set your goals, get to know the different social media platforms and their uses. Think about how YOU use each social media platform, as a consumer.

Here are examples of the most widely used social media platforms for business:

  • Facebook – With more than 2.32 billion monthly active users, as of the end of 2018, it’s the largest social media network. The platform tends to be very emotion driven and is a place where people want to connect with other people, in addition to the brands they enjoy and trust.
  • Twitter – It’s where people go for news and live event updates. Users check this fast-paced platform to monitor and stay up to date on trending topics, events and news in real-time. This also is a good place for consumers to quickly communicate with brands and businesses they follow.
  • LinkedIn – As the professional networking site, it’s a place of learning. Users come here to expand their expertise and learn more about their industry. LinkedIn is typically an excellent platform for B2B businesses to reach their target audience.
  • Instagram – A platform where users can capture, edit and share photos, videos and messages. One third of the most viewed Instagram stories are from businesses, and creating sharable content that will entice users to tag and share with friends will help expand your reach on this platform.
  • YouTube – As video content becomes more and more important in the digital marketing space, YouTube is becoming an increasingly popular social media platform for vlogs (video blogs) and other types of video content. Your business can share anything from how-to guides or instructional videos, to tips/tricks and corporate videos on this platform.

A new Pew Research Center study shows that Facebook and YouTube continue to be the most widely used online platforms among U.S. adults. Roughly three-quarters of Facebook users visit the site on a daily basis. Snapchat and Instagram are especially popular among 18- and 24-year-olds.


3) Identify the platforms your target audiences use

Although this might be how some social media platforms are typically used, it’s important to note that there are ways to make your message work on multiple platforms, by tailoring the content.

After you get to know the many social media platforms out there, determine where your target audience spends their time on social media and how you’ll reach them. Establish the main purpose of the content you’ll be sharing. For example, will it teach them something new? Inspire them? Maybe provide them updates on your brand?

It’s great to get started on a few platforms and find out where your brand resonates best!

4) Differentiate and tailor content across platforms

Be sure to tailor your content across different social media platforms. In this case, one size doesn’t fit all. Put a different spin on your posts for each platform. Try to tune in to what your target customer will be looking for, when they’re on each social media platform.

Likewise, create and share different types of content across social media platforms including blog posts, infographics, news, photos and videos. Also, consider how you can work live videos into your marketing strategy. It’s a 2019 digital video trend and is growing in popularity. According to eMarketer, there are an estimated 235.1 million video viewers (82.8 percent) of internet users. Just more than half of them watch live streaming video on platforms including linear OTT services, sports, live events, social media and news publisher streams. The number of live video viewers is growing at a faster rate than video viewers overall.

5) Measure and adjust strategy

Each month, measure your statistics on each social media platform and analyze which posts performed the best. Spend some time thinking about why these posts stood out to your audience and how you can replicate it, on the same platform, along with other platforms.

If there are posts that didn’t perform well on certain platforms, go back to the beginning and reexamine the times of the day you’re posting, in conjunction with the type of content and the content itself.

CMA launched social media marketing, digital marketing and public relations campaigns on behalf of its customer, The New Jersey State Nurses Association (NJSNA).

The goals were three-fold:

  • To build awareness of the association and reverse a five-year membership decline. NJSNA advocates for 125,000 registered nurses and quality health care in NJ.
  • Grow membership.
  • Increase their recognition in the nursing and healthcare industries, as well as with state news and national media.

NJSNA shares a lot of posts that revolve around nurse news and events. They encompass current legislature (which applies to the industry), events that NJSNA’s leadership attends and more.

As mentioned above, this type of content might typically perform best on Twitter. However, since these posts hit so close to the heart of NJSNA’s passionate target audience, nurses, their top performing platform is Facebook.

CMA also implemented search engine optimization (SEO), to streamline awareness and membership growth. The social media campaign generated 1.03 million impressions and 2,549 referral visits to NJSNA’s website. Its membership grew by 47 percent.

Other results included the public relations campaign penetrating state news and national media. Moreover, CMA grew NJSNA’s digital footprint through social media, alongside a newly-designed responsive, mobile-friendly website.

Another CMA customer, Amerlux, a B2B LED lighting manufacturer, has a large library of blog content utilized on social media to help their target audience learn more about LED lighting and the positive impacts it can have for them.

CMA created a path to drive prospects, ranging from architects and lighting designers to facility managers and city managers, down the sales funnel. Because this campaign was focused on moving prospects down the funnel, compared to general brand awareness campaigns, CMA developed a content creation plan that would frame portions of the content in a manner that would mimic a buyer’s journey and executed it. These posts performed best and reached Amerlux’s target audience on LinkedIn.

Topline results included:

  • Driving 14,508 unique visitors to Amerlux.com.
  • Driving 9,838 individuals to the “Locate Your Sales Rep” page on the Amerlux site.
  • 348 people provided their email address as part of the lead generation campaign.

Whether you’re a business owner of a small business or the executive director of an association, when it comes to choosing the right social media platforms for your brand, don’t be afraid to experiment! Social media is the perfect place to show off your values, passions and personality. In response, your target audience will appreciate seeing the “human” side of your brand, no matter which platform you choose.

Do you want to choose the right social media platforms for your brand? Contact us today, to get the conversation started.

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