Rachel Brauer
  • Home
  • about
  • Blog
  • Portfolio
    • Social Media Management >
      • Consulting
      • Adolescent Health Initiative
    • Writing Samples >
      • The State News
      • College of Nursing
      • Her Campus
    • Event Promotion
  • Contact

What social media platform(s) should your business be using?

7/10/2019

8 Comments

 
Which social media platform is right for my business in 2019?
Whenever I talk with clients, their biggest concern is whether or not to invest in social media. I'm peppered with questions ranging from: will it actually produce an ROI, (or a return on investment)? How do you even measure ROIs with social media? How do I know which platform is right for my business?

On top of that, the list of social media platforms goes on and on. And in the shifting social sphere, it can feel like an uphill battle trying to gain momentum on one platform, let alone all of them.

And I know what you're thinking:

"But Rachel, how do I know which platform to focus on?" ​
My piece of advice? I believe leveraging social media can produce hefty ROIs for some businesses, especially if you are looking to target millennials. Your best bet is to focus on one platform at a time for 3 months, and use it as a medium to drive potential leads back to your website or on your email list.
​
“Millennial customers are an important group of guests in their own right. But their significance is more than that: They’re a unique group in terms of their impact on the rest of our customer base. The behaviors and expectations of the Millennial group of guests tend to shape the thinking of the rest of us," Michah Solomon, Forbes.

​​I want you to ask yourself, 'who is my target audience, and where do they hang out online?' For example, if you're a health coach targeting young women enrolled at a university, you wouldn't go to LinkedIn to find these clients. 

Which platform is for me?
Pinterest
The more I learn about Pinterest, the more I'm willing to put money on it being the next up-and-coming platform. Pinterest is a search engine, (primarily a search and discovery tool), and its content lasts 4 times longer than any other platform. Let that sink in. 

And if you're more introverted, Pinterest is the perfect way to drive traffic to your blog with minimal socialization. More, Tailwind is the ideal sidekick for optimizing Pinterest to its fullest potential. The site allows you to plan and schedules pins for your audience for the most high-trafficked times. 

Pinterest stats from a 2019 Hootsuite article: 
  • Pinterest reaches 83% of US women ages 25-54 (if not directly from the platform, this demographic is reached from Pinterest images showing up on Google images).
  • 85% of women Pinterest users utilize the app to plan for life milestones.
  • 55% of Pinners are looking for product recommendations.

Instagram
More frequently, I hear thought leaders refer to Instagram as a business card. The photo-sharing app can be viewed as a handshake, and users decide in 20 seconds if you are someone they would like to follow by glancing at your most recent posts, highlights, and bio.

Sprout social released an article claiming, "If your brand is targeting Gen Z and Millennials, Instagram just might be the perfect spot for you."
  • ​​64% of 18-29-year-olds use Instagram.
  • 200 million users visit business accounts daily.
  • 53% of users identify as men.
  • 68% of Millennials consume Stories on Instagram vs. 49% on Snapchat and 44% on   Facebook.
          If you need help rocking the gram, check out my article, "You probably didn't know these
          2019 Instagram hacks
."
​
Facebook
Frankly, I thought Facebook was for people like my mom. However, what I've discovered from managing many social media accounts is people love sharing information they are proud of. Also, Facebook Groups are killer. If you are looking for a way to intimately connect with your audience, there is no better option on the market right now than Facebook Groups. 

A 2018 blog post by Hootsuite reports the demographics of Facebook users (facts listed concern the US).
  • Facebook is most popular with millennials (defined by the report as 25 to 34-year-olds).
  • Women use Facebook more than men.
  • On average, people check their Facebook 8 times a day.
  • 3/4s of users are more likely to live in a city.
  • Women are more likely to establish and lead meaningful Facebook groups.

YouTube
Fun fact: YouTube is actually the second largest search engine in the world. It's owned by the first largest search engine, Google. How's that for SEO? 
     
YouTube allows you to connect with your audience in a more intimate way than other platforms because they can see your mannerisms, etc. Video allows you to turn cold leads into warm ones easily. Because YouTube is owned by Google, its ability to target specific audiences is unmatched in comparison to other platforms. People use YouTube to search for direct answers to their problems, such as "how-tos..." and you have the opportunity to position yourself as an authority on the subject.

YouTube has a wide demographic of users, making it a touchstone social platform (meaning, it's most likely to reach a variety of age ranges according to this article by Hootsuite).  
 
Conclusion
While navigating social media might feel overwhelming, your best bet is to identify one platform that you know your target audience spends their time. Then, devise a SMART marketing strategy, and focus only on that platform for 3 months. 

Above all, remember that social media is a tool to draw people to your website or email lists, not a means to an end. Try not to get caught up in vanity metrics and instead, focus on engaging with your audience.  

Have questions about digital marketing or Instagram? Please feel free to reach out!
8 Comments
Kurt link
3/3/2021 03:04:00

Thanks for sharing.
Wow! amazing content.

Reply
Arnold link
1/19/2022 05:27:23

Excellent. It can help more for my research about marketing these would be useful waiting for your next update. Thank you!

Reply
Matilda Holloway link
3/11/2022 12:41:16

Thanks for posting such great article. Valuable and relevant ideas were shared. Looking forward for more of it.

Reply
Zoe link
3/16/2022 10:39:36

What an exquisite article! Your post is very helpful right now. Thank you for sharing this informative one.

Reply
smdigiservices link
4/15/2022 13:38:30

A very nice and helpful article. Thank you for sharing

Reply
appointment setter services link
8/19/2022 01:31:40

The site allows you to plan and schedules pins for your audience for the most high-trafficked times. Thank you, amazing post!

Reply
appointment setting strategies link
10/3/2022 07:41:14

They’re a unique group in terms of their impact on the rest of our customer base. I truly appreciate your great post!

Reply
Naresh link
10/6/2022 03:07:19

Thanks for sharing informative article, I really like this post.

Reply



Leave a Reply.

    Hey there,
    I'm Rachel!

    Social media maven at your service! Read more about me. 
    Picture

    Categories

    All
    Blogging
    Inbound Marketing
    LinkedIn
    Personal Development For Entrepreneurs
    SEO
    Social Media Tips

    Archives

    January 2020
    October 2019
    September 2019
    August 2019
    July 2019
    June 2019
    May 2019
    October 2017
    June 2017

    RSS Feed

Testimonials

"Rachel has done an outstanding job of weaving Michigan Medicine values into her work. She is intentional and thoughtful in her Marketing practices, and always brings care and integrity to her work. She actively challenges herself to be learning, and think critically about representing AHI and Michigan Medicine in the most responsive and inclusive way possible. Rachel is innovative in her approaches to Marketing and Communications. She constantly challenges AHI to think of new ways to reach their communities in a way that feels supportive. Rachel also incorporates team feedback into her work, and is always looking for ways to include more voices in the work. I’m proud of the work Rachel has done in response to meeting both AHI & Michigan Medicine values. She is a true asset to the institution and to the field."
-  Janine Driver, Marketing Specialist at the Adolescent Health Initiative.

"Rachel was my digital strategist for a year. I'm incredibly pleased with her innovation, work ethic, persistence, diplomacy, and creativity. She does more than sit back and let me dictate to her. She jumps in as a valued collaborator.  If needed, she has learned a new skill and pursued formal education to assist in any task I ask. If you have the opportunity to work with Rachel DO IT, she's like a whole team in one person,"
- Pamela Stewart, author.

"Rachel approaches all projects with heart and a lot of passion. She envelopes herself in the subject matter of her work, and she strives for perfection. She's not afraid to reach out when she needs help, wants to do more, or is looking for another perspective on things. Rachel is someone I would turn to for projects that need a creative lens or greater sensitivity. She is encouraging -- both personally and professionally -- and cheers for all to succeed. She's sure to bring an aura of positivity wherever she goes,"
- Caitlin Taylor, Communications Coordinator for Airport Community Schools, former Editor-in-Chief of Her Campus-Michigan State University.

"Rachel has gone above and beyond for Project LETS-MSU. She has brought many incredible ideas to the table and has never failed to execute them. Her creativity and passion is definitely noticeable in her work,"
- Sonali Solanki, former President of Project LETS-MSU. 
  • Home
  • about
  • Blog
  • Portfolio
    • Social Media Management >
      • Consulting
      • Adolescent Health Initiative
    • Writing Samples >
      • The State News
      • College of Nursing
      • Her Campus
    • Event Promotion
  • Contact