There are numerous advantages to using social media as a business. The benefits include directing traffic to your website, merging SEO and advertising, broadening your audience, and fostering a sense of community around your brand. It’s an important aspect of your brand’s story and affects how people view you. However, social media will only be beneficial if you select the best platforms for your company.
You may already know that your brand’s content, voice, and messaging are key to determining which social platform or platforms you’ll want to use. It’s important to note that each social media platform has a unique personality as well! We recently went through a deep dive of each platform using informative statistics, but now we’re ready to have some fun.
Identifying your company’s and your audience’s personalities, and then selecting the best venue for them to meet, is a significant component of successfully utilizing social media in your digital marketing strategy. And so, in this blog, we’ll compare the internet to one extra-large cocktail party… and the most popular social networks and their users to the different types of people you could meet there.
Are you ready to PARTY? Let’s get started!
YouTube – The fun party animal who always wants the keep the party going.
When you use YouTube to create videos and playlists, you can engage your audience and improve your SEO all at the same time. There’s no need to try to fit into a specific content or personality box – you could find success creating how-to videos, topic awareness content, customer success stories, case studies, or expert interviews. People will visit YouTube to learn a new skill just as often as they do to find hilarious entertainment. If your company has the time and resources to produce high-quality videos regularly, then YouTube is the guest you’ll want to chat up at the party!
Facebook – The best friend who loves to know everything about you and wants to introduce you to all their friends.
When it comes to Facebook, you can count on it to deliver. Other social media platforms may try, but they will never be able to unseat this well-known site. It’s your go-to for keeping up with relatives and friends, or for snooping on folks you used to know.
As a business, Facebook allows you to share your products and/or services with an international audience. As well, your website’s SEO is influenced by Facebook reviews and the details of your business profile. And, if you choose to advertise on Facebook, you’ll have the ability to target specific groups of people based on their geography, demographics, and even their interests. Facebook ads are among the most cost-effective forms of advertising for small businesses. At a cocktail party, you’ll definitely want to connect with Facebook for the opportunity to expand your network and friendships!
Twitter – The ultimate social butterfly.
You’ll never know where a Twitter conversation will lead you when you first jump in. It can be really educational at times, highly entertaining, or leave you completely baffled. When it comes to breaking news, Twitter is definitely on top of it. World leaders, the media, and other organizations may all provide you with a wealth of knowledge very quickly. On the other hand, anyone can use Twitter to send out all kinds of messages to the entire world, which means you can easily read a ton of trash talk and misinformation.
So, why on earth would you want to utilize Twitter to promote your company? There’s one word that sums it all up: conversation. When it comes to speedy customer support, Twitter is THE place to go, and this is especially true for SAAS (software as a service) and other software and tech companies. Twitter is the ultimate social butterfly that draws in and keeps individuals from all over the world and all walks of life. Conversations with this party-goer can be fast and furious, but you’ll never run out of things to talk about!
LinkedIn – The classy professional who is eager to network, introduce you to their business and associates, and help you get a fantastic job.
LinkedIn is probably the top social media platform for professionals, but it’s far from boring. Unlike the other platforms, LinkedIn won’t bog you down with fluffy, silly videos or misleading content. Instead, the content most people share on LinkedIn is meant to boost their company’s profile, connect with other businesses, and foster recruitment. It’s the third most popular way of contacting prospective employees, aside from phone or email.
LinkedIn is the guest at the party who is going places and would love to bring you along. As a bonus, this same guest will gladly participate in long chats with you so that they may get to know you better. This is the best connection to make if you want to get your name in front of companies that are most likely to do business with you.
Instagram – The party guest who is so pretty that you can’t help but stop and admire him or her – and take a photo!
Instagram has the potential to be perceived as either sophisticated or narcissistic, but that’s part of what makes it so endearing. Instagram is also an excellent platform to help you humanize your business, showcase your values, and elevate your brand with eye-catching photographs and videos.
According to a Facebook survey (which owns Instagram), many people think that companies using Instagram to share their social media content are popular, creative, relevant, and devoted to their online communities. If you’re especially looking to connect with a younger audience, Instagram is for you. These users use Instagram to learn about new products and services when making decisions about purchasing them. So, keep in mind that Instagram has spent a lot of time and effort to appear stunning for the party, you’ll want to be sure to pay attention to the details and share high-quality content when engaging with this guest to make a successful connection.
With whom will you best connect at the party?
When it comes to choosing and using social media platforms as a business, you’ll want to remember that your brand’s personality is probably the most important thing. As well, by tuning into each platform’s unique personality, you can more easily determine whether you’ll get along with each other and make a real connection to provide the best messaging in the most effective way for own audience.
If you have ever worked in a collaborative environment, like a co-working space or an open-concept office, then you’ll know that these kinds of work environments have their own unique conditions. We are speaking from experience as we share some tips to be productive in your co-working or collaborative space.
Staying Productive
One way to stay productive is to stay motivated. Co-working spaces and open-concept workplaces have reportedly resulted in happier employees. When employees make personal connections with their co-workers, or other members of a co-working space, they feel more engaged, motivated, and less isolated. A study in the UK reported that happy people are 12% more productive. (Source) Being in your happy place will help you be more productive.
Collaboration is at an all-time high in an open-concept workspace. When you are in close proximity with other workers who bring a variety of skills to the table, you have a wealth of knowledge surrounding you. Use the human library that is at your fingertips and collaborate!
Are you easily distracted? Set boundaries! Some tenants use a sign on their chair to note that they are unavailable for conversation. Some co-working places have a “headphones” rule; if you have your headphones on, you are sending a message that you are unavailable for chatting. If someone needs to discuss something with you, they should send you a message to schedule a time that works for both of you.
What Are Some of the Other Benefits?
We all seek “work-life balance”. As a freelancer or entrepreneur, this may feel impossible, especially if your work is in your home. Co-working spaces provide an “away” space where work can be completed and your worries about whether you did the dishes or not can be out of mind.
Socialization is another key part of employment for many people. Whether you work for a large company or a small business that has opted for an open concept work environment (like us!), socialization is an important factor in motivation, and overall happiness.
Socializing can also provide an opportunity for networking. We have met so many wonderful people, and clients through our co-working space at Innovation Works. The opportunities to collaborate with other businesses and support them in their business journey have been abundant.
What about privacy? It’s true that in an open-concept space there isn’t a lot of privacy for confidential phone calls or sidebar meetings. However, if you do have something sensitive to discuss, most open-concept layouts plan for that with closed-door conference rooms or “phone booths”. Workplace phone booths are smaller, enclosed spaces where you can make or take more private phone calls without disturbing your coworkers or being overheard.
What About Life Post-COVID-19?
According to a study done by McKinsey & Company, 20-25 percent of jobs could allow staff to work from home 3-5 days a week. The same study suggested that 80% of people surveyed enjoy working from home part of the time. (Source) But what about the other part of the time? This is a great time to consider a flexible co-working space. As cases begin to decrease again, the social aspect of working life is expected to return.
Happier, healthier workers will lead to better productivity. Here, at MYOB, we love being part of the Innovation Works community.
In our recent blog post, “Which Social Media Platforms Does My Business Need?”, we touched upon the importance of including social media in your marketing toolbox and provided suggestions for deciding which platforms to use. In this post, we’ll take a deeper dive into some of the most popular social media sites to help you determine which may be the most appropriate for your business.
Ready to learn more? Let’s dive in!
Facebook
As one of the world’s oldest (it turned 17 this year) and most widely used social networks, Facebook has nearly 2.8 billion monthly active users. That’s a lot! It’s also a great platform to reach people who already know your business.
When developing an effective Facebook marketing strategy, businesses must understand two main things: 1) Who is on the platform and 2) How they are using it.
So, who makes up Facebook’s billions of users? They come from all over the world and represent all age groups. Here are some interesting statistics:
In Canada, over 72% of the population has access to Facebook. The number of Facebook users in Canada reached 27.35 million in 2021 and is expected to reach 36.2 million by 2026. (Source: Statista)
83% of Canadians have a Facebook account, making it the top social platform in our country. (Source: Hootsuite)
Many of Facebook’s users are between the ages of 25 and 34. (Source: Statista)
Two-thirds of Facebook users visit a local business page at least once a week. (Source: Sprout Social)
Facebook ads are among the most cost-effective advertising options for small businesses, and its marketing features extend into Instagram (which Facebook owns) and Messenger. (Source: WordStream)
Instagram
Instagram has expanded tremendously over the years and continues to do so. The photo-sharing app has evolved from being a favourite place for people to share their holiday, food, and family photos into a platform that appeals to a wide range of influencers, advertisers, and brands. Instagram is an excellent platform for humanizing your company, showcasing your values, and elevating your brand through eye-catching images and videos.
It’s probably safe to say that your target audience is on Instagram. In fact, your ideal customers are probably scrolling through their Instagram feeds right now! Check out these numbers:
Instagram is estimated to have 1.074 billion users worldwide in 2021 (Source: eMarketer), and it’s the fastest growing social media platform in Canada.
The average Instagram user spends at least 7 hours per week on the platform. (Source: Sprout Social)
71% of the billion monthly active users on the Instagram app are under the age of 35; The single most popular age range is users between the ages of 25-34, followed by users between the ages of 18-24. (Source: Statista)
Even though Instagram is most popular among those aged 18 to 30 (Gen Z and Millennials), 71% of B2B companies now have an Instagram account. (Source: Social Media Examiner)
50% of Instagram users follow at least one business, meaning that businesses have a great opportunity to increase their reach through Instagram. (Source: mention). One appealing option for brands is they can add contact information to their Instagram Business pages, which isn’t an option for personal profiles. This includes a business phone number and physical address.
LinkedIn
LinkedIn is a powerful business-oriented network and the most popular social media platform for professionals. The content shared on this platform is primarily designed to improve a company’s profile, connect with other businesses, and encourage job recruitment.
Although it’s not the biggest social network, or the one with the largest reach, LinkedIn is still a great site to be on, whether your business offers B2B or B2C products and/or services. Here are some statistics to consider:
LinkedIn has 722 million members; 57% of the platform’s users are men, and 43% are women. (Source: Hootsuite)
1% of all Internet users in Canada use LinkedIn each month, and 44% of all Internet users in Canada have an account on this social platform. (Source: eMarketer). LinkedIn reports a total of 17 million users in Canada.
9% of LinkedIn’s users are between 25 and 34 years old. (Source: Hootsuite)
55 million companies are on LinkedIn. (Source: Hootsuite)
LinkedIn is only second to Facebook as the most popular social media network for B2B marketers. (Source: HubSpot)
Twitter
Whether you love the platform or not, Twitter can be an extremely effective tool for expanding your company’s online presence. If you’ve spent any time at all on the platform, you already know how fast-paced and chaotic it can be, so It’s vital to be able to stand out as a business on Twitter these days if you want to succeed. Here are a few numbers to help you decide whether tweeting may be worth your while:
There are 554,750,000 active users on Twitter. (Source: Rival IQ)
24% of people check their Twitter feed more than twice a day. (Source: Rival IQ)
70% of small businesses are on Twitter. (Source: Rival IQ)
33% of Twitter users follow a brand. (Source: Rival IQ)
79% of Twitter users are more likely to recommend brands they follow and 67% of Twitter users are more likely to buy from brands they follow. (Source: Rival IQ)
YouTube
Does your business create a lot of video content? When it comes to traffic, revenue, and a vast user base that can’t get enough of video content for any brand’s target audience or budget, YouTube’s effectiveness for a business is beyond compare. Even better? It’s not too late to start a YouTube account for your business if you haven’t already, and the process isn’t complicated.
Having a business YouTube channel can help you reach a larger audience, expand your business, and further establish your brand. Check out these statistics:
YouTube has 2 billion monthly active users worldwide, making it a very close second to Facebook. (Source: Foundation)
There are YouTube users in over 100 countries. (Source: Foundation)
YouTube is not just for the teens and millennials. Surprisingly, the fastest growing demographic currently on YouTube are Baby Boomers and Generation X. (Source: Foundation)
Google recently revealed that Generation Xers (ages 39-53) now account for over 1.5 billion views per day on YouTube, with 75% of that group viewing YouTube at least once a month. (Source: Foundation)
90% of users say they discover new companies or products on YouTube, which could mean that video is becoming a more common way to get your brand’s name out there. (Source: Foundation)
Are you ready to make your business stand out on social media?
There are even more social media platforms available than we have covered above — and new ones pop up almost every day it seems. Either way, social media networks are exciting marketing tools to have in your toolbox and managing them and engaging your customer base is one of our areas of expertise. Your business is unique and the social media activity you choose needs to be aligned with your needs. Let’s talk about the options!
As a business owner, you already know that social media is an essential tool to have in your marketing toolbox. You may also be aware that using the most appropriate social media platform(s) for your business can assist you in attracting new business while retaining existing customers. Other business goals that can be accomplished by using social media include driving traffic to your website, capturing a higher quality of leads, driving in-person sales, and boosting brand awareness and engagement.
The only issue with choosing social media platforms? There are so many possibilities!
A few years ago, choosing your brand’s social media platforms used to be fairly “simple”: you started a Facebook Page, created a Twitter profile, and then gradually added others. It is safe to say that the social landscape has changed a lot since the early days. Instagram has become much more popular (and stayed popular) for businesses and individuals. Facebook’s dwindling organic reach is a troublesome reality for business owners; Twitter’s algorithms are always changing; and LinkedIn is seeing increased traffic. Surprisingly, platforms like Pinterest and TikTok have become quite popular for brands, and if you are going to create video content, YouTube should be at the top of your list.
Trying to be active on dozens of social media channels at the same time is simply not feasible. So, it’s important to determine which ones are right for your business and marketing efforts. Here are some suggestions to help decide which social media channels are best for you.
Begin with your own audience.
When it comes to social media platforms, your target audience is unquestionably the most important consideration. Nothing else, not even size, matters if your audience is not engaged on the channel. Facebook, for example, has the most active users of any network. However, if your target audience is hanging out on TikTok or Instagram then that is where you should be.
In other words, each platform has a unique core audience; it is critical to identify your target audience and connect with them through their preferred social media channel. At the same time, if your product and target audience do not use a specific network, it makes no sense for you to be on that network.
What are your competitors doing?
Although you shouldn’t do something just because your rival is doing it, it is often quite helpful to see what others in your industry are doing so you can make an informed decision. Consider things such as what platforms they are using, what is working (and not working) for them, and how engaged their audiences are on each channel.
Consider how your brand comes across to others.
Your products and services, as well as the personality of your brand and the nature of your business, should all play a role in the social media platforms you select. For example, creative brands and artists could focus on visual sites like Instagram or Pinterest, while B2B companies should have LinkedIn at or near the top of their lists. Keep in mind though that there are no black-and-white options when it comes to platform selection. Plenty of B2B and B2C companies may have a visually attractive brand presence that potentially allows them to shine on Instagram, too.
Learn about the different platforms and understand them.
Each social media site has its own distinct personality and communication style. Twitter, for example, is wonderful for discussions and popular subjects, whereas LinkedIn is great for highlighting professional skills and corporate information. One important reason we recommend Facebook to businesses is that this account allows happy clients to tag you and recommend you.
Taking some time to learn about the channels you are considering as well as becoming familiar with the communication protocol has several advantages. Doing this will not only assist you in determining the ideal platform(s) for your business, but it will also assist you in avoiding communication blunders.
Are you ready to get social? We can help!
As you can see, having a solid social media presence provides numerous benefits, especially when you use the best platforms for your business. If you are eager to get started with social media management, we would love to help you avoid wasting time on sites that aren’t going to bring you the results you deserve. Find out how we can help your business stand out on social media by calling or visiting us online!
“Beneath the rule of men entirely great, The pen is mightier than the sword. Behold The arch-enchanter’s wand — itself a nothing, But taking sorcery from the master-hand To paralyze the Caesars, and to strike The loud earth breathless! Take away the sword, States can be saved without it!”
– Edward Bulwer-Lytton, novelist, and playwright
Have you noticed that nearly everyone has something to say these days—especially online? It’s not your imagination! People have become increasingly emboldened by having the opportunity to use social media as an outlet for their individual voices. Most of the time, people use their social media platforms to share positive, funny, and uplifting messages, whether their own thoughts, or through memes. Unfortunately, on the flip side, we see more than our fair share of negative messages as well. In either case, once something is said on the internet, it can exist indefinitely… there is no going back.
In one of our recent blog posts, “Service for the Customer,” we addressed the importance of providing excellent customer service as one way to avoid receiving negative reviews online. However, you will always have at least one disgruntled individual who has no qualms about letting you know how unhappy they are — either on your social media platforms, within your blog comments, online review sites, etc. – nor will they hesitate to make their feelings known to the public.
Along with the opportunity and easy access to do so, each of us has the power to use words, both positive and negative, to express ourselves. So, what’s a business to do? Here are a few ways you can “sharpen your own sword,” so to speak, and make your words – and those of your audience – matter.
Acknowledge ALL comments
Although it’s tempting to simply ignore or delete the negative comments, it could end up being one of the worst things you do as a business. For one thing, it will give an unhappy individual yet another excuse to continue negativity towards your business. Every comment, whether positive, negative, or neutral, should be responded to since doing so helps you better connect with your followers by opening the lines of communication.
For customer service purposes, every negative review provides an opportunity to turn the situation around for a win! It’s not always easy, but it’s important to always be polite and professional when communicating online with your followers. Avoid swear words, even if they’re using them. Be mindful of your loyal customers; if they happen to see you being rude to others, it may affect their opinion of your company as well as their decision to continue doing business with you.
Note: Spam and vulgar or offensive comments are definitely exceptions and should be reported and deleted.
Own it!
Mistakes can happen in any organization. Quite frequently, brands are called out by their audiences for what may seem to be a minor error, such as a typo or misspelling. However, there are times where a major blunder could occur unintentionally, such as internet controversies, offensive posts, inappropriately timed posts – perhaps due to prescheduling – or engaging in an online argument with an individual that goes sideways.
Regardless of whether the blunder is tiny or gigantic, the first step to take as business owner is to apologize. Even if you disagree with the individual, saying, “We are very sorry,” goes a long way to start the process of resolving or avoiding further conflict. The damage is done, so attempting to cover up or ignore the mistake will only make the situation worse for your business. Instead, immediately accept responsibility and take ownership for your error with a public online apology. When issuing your public apology, make sure you are sincere. Most people can tell the difference between a fake one that translates to an ‘Oops! We got caught!’, and a genuine, heartfelt sentiment. Your audience will appreciate your honesty.
Obtain positive feedback and customer testimonials
One of the most effective ways to reduce impact of a bad comment on your company image is through earning positive reviews, which will far outweigh the negative ones! If you’re not sure how to ask for feedback from your customers, HubSpot offers a few tips to help you get started:
1. Ask the customer in person.
2. Leverage moments of customer happiness.
3. Begin with an open-ended question.
How will you use your words today?
Taking the time to share kind words online, such as a recommendation for a local business or nominating someone for an award, can be powerful and even life-changing for them. This makes the metaphorical pen very mighty indeed. Which takes us back to the famous saying, “The pen is mightier than the sword.” According to one interpretation, writing is a more powerful tool than violence, and a pen can accomplish far more than a sword. It implies that the power of writing is timeless, whereas the sword’s power is fleeting. Our words have power, so we should always consider using them in a positive way and on a regular basis.
