How to find the right social media channels for your company
The question of whether a social media account is worthwhile for a company should hopefully be answered clearly by now for all entrepreneurs. Yes, of course, a strong company needs social media to reach old and new customers, to communicate with them and to draw an approachable picture of the company. No matter how versatile their own product may be, every company can find its own target group on social media. According to statistics portal statista, there are 2.5 billion social media users worldwide. And it's getting more. In recent years, people in the second half of their lives have just started using social media proactively. In 2013, almost 70 percent of Internet users over the age of 50 were signed up to at least one social network, and around 55 percent also actively used it. A strong presence on social media is therefore not only interesting for companies whose target group is still in training. But which social media channel is the right one for your own company? On which channels do you reach your target group most effectively?
As with any successful marketing strategy, it is important to name your own target group as precisely as possible. But in addition, the advantages and disadvantages of different social media platforms should also be known so that a successful target group can be addressed. This is how you can find the right social media channels for your company.
Facebook is the classic among social networks. There are 25 million German users here every month who actively use the opportunities offered by Facebook. The older the target group, the more relevant an appealing Facebook profile is. While young people are often active on several platforms, the older target group often primarily uses Facebook. Despite the data protection scandals in which Facebook is repeatedly involved, the network is very popular with many users and is set by many as a social media standard. On a profile page, the company is able to present itself; functions such as the messenger make communication between customers and companies very easy. Facebook has recently also offered a marketplace function, which makes it possible to offer goods in the form of classified ads.
Who is it suitable for? To put it bluntly, for everyone. The older the target group, the more important Facebook becomes in communication.
The Instagram photo platform, which has been part of the Facebook empire since 2012, is the hotspot for all companies whose products can be presented aesthetically. Companies that operate in the fashion or interior sector in particular will find their target group here. But Instagram can also be a great way to reach your own target group in the food and lifestyle sector. The Insta Stories feature, in which images and videos are only visible for 24 hours, offers strong leaders with charisma the opportunity to increase identification with the brand. As a result of comments, question fields or votes, the hurdle for interaction between companies and users is very low. The new InstaTV feature has recently made it possible to make longer videos available for a longer period of time — similar to the YouTube video platform. However, whose goal is to increase traffic should rather look for alternatives to Instagram. Although products can now be linked directly to shop links, links in captions and comments cannot be clicked on the platform. Only the ability to place a link, for example to the website, in the profile influences traffic figures. Verified accounts can also place links in stories. By vertically swiping with one finger from bottom to top, the Instagram user gets to the landing page.
Who is it suitable for? For brands with strong images, aesthetic products and attention to detail.
Pinterest offers a digital bulletin board on which users can save content on thematically divided boards. It is also possible to comment on and like images. Similar to Instagram, Pinterest also focuses on appearance. Fashion, beauty and interiors are easy to place here, but insurance is more difficult. But there is a niche for everything. Pinterest is used by many as an advice platform. Visually appealing financial or savings tips as well as recipes that fit into the cozy look of the social media platform have good opportunities here. Since the images can be stored directly with links, Pinterest is a great way to successfully market products. This is particularly worthwhile because Pinterest is used by many users as a wish list.
Who is it suitable for? Brands that enrich users' bulletin boards with great photos and advice.
Snapchat
Snapchat asks many people over the age of 20 how exactly the platform should be used. In essence, this social media channel is about posting videos that are visible either for 24 hours or for ten seconds. The platform experienced real hype after its launch, but in the meantime, the group of Snapchat users has emerged strongly. People under 18 make up Snapchat's largest user group. This social media channel is therefore particularly worthwhile if the brand is intended to appeal to minors. Otherwise, it is better to use the story function on Instagram and concentrate the capacities on one platform.
Who is it suitable for? Companies that want to keep their young target group up to date on a daily basis.
Twitter is a short message service that allows you to share statements with a maximum length of 280 characters in so-called tweets. Even though it is possible to embed images and videos in tweets, Twitter primarily relies on the written word. The platform was founded in 2006, but despite its age in Germany, it has a fairly manageable user base of 12 million users. These are primarily people from journalism and politics who find out about current events on Twitter and comment on them.
Who is it suitable for? People from the media industry and those who want to become one.
WhatsApp is not a classic social network. Rather, it is a messenger service that enables 1:1 communication. This is not about the number of followers or likes, but simply about being able to answer customers openly and personally when they have questions. The messenger service enables a new type of email or newsletter marketing. Customers can be addressed individually and informed about offers and simply communicate via voice messages. Messenger services such as WhatsApp are particularly interesting for companies that want to provide consulting services to their customers. In addition, newsletter formats reach a younger target group via messengers such as WhatsApp, as the messenger is used more frequently and more intensively than an email program.
Who is it suitable for? Companies that capitalize on customer service and want to be approachable.
Xing is a career network that focuses primarily on German-speaking countries. While most social media platforms and authenticity work, the individual presentation on Xing is guided by professional interests. Xing acts as a digital resume, is the natural habitat of headhunters and enables digital networks. Here you have the opportunity to present yourself as an employee-friendly company and stay in touch with former team members. Xing also offers the opportunity to look out for potential new employees and contact them directly.
Who is it suitable for? Companies that often contract out project work and want to be interesting for employees.
YouTube
Youtube is a video platform that makes it possible to present moving image content on its own channel. YouTube videos can be easily integrated into content management systems or other social media accounts, so that a well-maintained channel on the network offers high added value. However, it should be said that running a YouTube channel is only worthwhile if video content is created within the company anyway. Otherwise, playing YouTube takes an above-average amount of time compared to other social media channels due to the time-consuming production of videos. In addition, a YouTube channel should only be accompanied by strong community management, as the comments here have a more raw tone on average than on other platforms.
Who is it suitable for? Companies that produce video content.
4 tips to finish
In order to successfully present yourself as a brand on social media, it is important to know the strengths and weaknesses of different platforms. But in the end, the following applies:
Practice makes perfect
Sometimes it helps to simply try out what's right for your own company. Target group analysis and the examination of algorithms help to position the brand optimally. It can also be easier, especially at the beginning
Focus on one platform
instead of getting involved everywhere without really meeting the requirements of the network.
Don't be put off by innovations!
The frontend of the platform looks completely different after an update? Are there any new features that you are not yet aware of? Don't panic Social media responds promptly to the demands of users in a digital world. In most cases, the new features turn out to be helpful.
Community management is the key to success
Anyone who is on social media without having set up proper community management goes out into open waters without a life jacket. Users want to interact via social media, they want their criticism and praise to be heard. Community management helps with upset customers and averts a shitstorm in crisis situations.
There are therefore numerous opportunities to strengthen your own company through social media. If you don't want to lose track of all the platforms, you can use a marketing portal to pre-plan or send postings on social media. Thanks to the analysis options offered by the marketing portal, advertisements on social media platforms can also be displayed to specific target groups through local targeting. In addition, sales and sales partners can be equipped with pre-formulated posts and ads.