So Many Social Media Platforms – Which One is the Best Fit for Your Business?

Last week, a few colleagues and I decided to test out the new social media network/messaging app Peach. After a few grumbles (do we really need another social network?), we gave it a go, since it is our duty as public relations professionals to stay ahead of the curve. After learning it’s not yet available for Android devices, I gained a total of exactly one friend – my other colleague with an iPhone who decided to try it. The app accesses your contact book to connect with “friends,” except none of my other contacts – literally, none – have downloaded it yet.

Anyway, we tested out a few features. And while the “magic words” feature is pretty neat, we didn’t seem to get a whole lot out of it. Our first impression? Nicely designed app, but certainly aimed at the teen/tween crowd. Although, I used to think that of Snapchat and now I’m addicted, so we’ll see.

Just as we, as individuals, realize we don’t need to be active on every social platform, neither do companies. We’ve had clients in the past who get flustered at the idea of social media and feel like they can’t keep up. With the number of social networks now available, it can be easy to feel that way. But the fact is, there is almost never a reason to have a presence on every single platform. Considering our industry, we always try to do our due diligence on the latest and greatest apps and social media tools, so when our clients ask “What’s the deal with Periscope?” we’re ready with an answer.

Here are some thoughts on when a particular social network could be right (or not right) for companies, and how to focus your attention on the platforms that are most beneficial to your business:

• Facebook: Since we have a lot of B2B companies on our client roster at Buchanan PR, we often get asked, “Do we really need to be on Facebook?” The short answer to that is – it depends. Consumer-facing companies should always have a Facebook presence. But a professional services company or industrial manufacturer can be tricky. If you answer “yes” when asked, “Are the majority of your clients/customers/colleagues on Facebook?” then you have your answer. If the majority of your business deals directly with a demographic that’s on Facebook, then that’s where they’ll be looking for you.

• Twitter: We’re big proponents of Twitter here. We are usually asked, “But why? What’s the point of 140 characters?” Where Twitter used to be a place for short conversations amongst friends, it’s now become more of a news aggregate. Twitter users often look to it to stay on top of breaking news and trends. As a company, it’s a relatively simple way to become a thought leader if you’re joining those discussions and staying ahead of those trends by sharing new content. If being a thought leader in your industry is important, then Twitter should absolutely be part of the larger marketing and public relations plan. We also love the polls feature, especially for consumer brands, and are big fans of Twitter contests.

• Instagram: Selling products? Visual services (hairstyling, interior design, landscaping)? Then Instagram is a must. Considering its entirely visual approach to social-sharing, Instagram is a better fit for B2C companies than businesses in the B2B realm. While we have seen some B2B companies give it a go, it typically falls flat.

• LinkedIn: LinkedIn is about the exact opposite of Instagram. This is where we see B2B companies shine by sharing thoughtful insight. And we always suggest the employees of these companies create and maintain robust, active profiles to be the best ambassadors of their brand. Conversely, about the only benefit we see for consumer-focused companies on LinkedIn is to use it as a recruitment tool to post jobs and find candidates. Otherwise, it’s typically not where consumers go to find products and services.

• Pinterest: This one is really niche. Here, it really only makes sense for visual services and lifestyle companies who can inspire passion, creativity and, of course, promote their services to a consumer audience. Pinterest users use the platform mainly to find inspiration. Occasionally, there’s a place for professional and financial services companies (e.g. someone looking for best mortgage options for first-time homebuyers), but we don’t typically recommend putting forth much effort unless you’re a company frequently providing insight to common consumer questions.

• Snapchat: Snapchat is a good way to make consumers/fans feel like they’re right there with you. If you have a company that can provide “inside access” to events or has an interesting behind-the-scenes story, then Snapchat is the place to be. There’s also the opportunity to hold contests and exclusive deals. Again, this one is almost entirely for consumers.

• Periscope: At first, Periscope can seem like the kind of network that’s really only useful when streaming things like live events. But its uses go much deeper – for both B2C and B2B companies. “Access” to events and product demonstrations are a big part of Periscope’s appeal. It’s also an ideal platform to host virtual focus groups or live stream a professional conference for out-of-towners who can’t physically attend. Considering its wide range of uses, almost any company in any industry can find a way to use Periscope effectively.

While I could go on for days about other social sites and their uses, I hope this provides insight on some of the most popular platforms. Have you found success in your business using a particular social media site not listed above (Vine? Google+? Tumblr? YouTube? Reddit? You get the point)? Share with us in the comments!