When it comes to social media, there are a lot of platforms to choose from. From Facebook to Twitter to LinkedIn to TikTok, the options can be overwhelming.
As a social media manager, it’s your job to choose the right platforms for your business. In this guide, we’ll discuss choosing social media platforms, and how to align the decision process with your broader social media strategy.
Define your target audience
The first step in choosing social media platforms for your business is to define your target audience.
Who are you trying to reach? What are their interests, demographics, and behaviors?
Once you have a clear understanding of your target audience, you can choose the platforms that they are most likely to use.
For example, if your target audience is primarily millennials and Gen Z, you might want to focus on platforms like Instagram, TikTok, and Snapchat. If your target audience is primarily professionals and B2B customers, you might want to focus on LinkedIn.
Consider your business goals
The next step in choosing social media platforms for your business is to consider your business goals.
What are you trying to achieve with social media? Are you trying to build brand awareness, drive website traffic, generate leads, or increase sales?
Different platforms have different strengths and weaknesses when it comes to achieving these goals. For example, Instagram is great for building brand awareness and engagement, while LinkedIn is better for generating leads and driving B2B sales. Facebook is good for both, but is becoming more pay-to-play as organic reach declines.
When deciding which platforms to include, make sure they align with your broader social media strategy, and any SMART social media goals that you may already have.
Evaluate platform features
Once you’ve defined your target audience and business goals, it’s time to evaluate the features of each platform.
What are the unique features of each platform, and how can they help you achieve your business goals?
For example, Instagram has features like Stories and Reels that can be used to create engaging visual content. Twitter and Meta Threads have features like hashtags and lists that can be used to reach specific audiences and participate in trending conversations. LinkedIn has features like Pulse and SlideShare that can be used to share thought leadership and drive B2B engagement.
Consider your resources
Another important factor to consider when choosing social media platforms for your business is your resources.
Do you have the time, budget, and team to manage multiple platforms effectively? Or would it be better to focus on one or two platforms and do them really well?
Managing social media can be a full-time job, and it’s important to be realistic about what you can manage. If you have a small social media team and limited resources, it might be better to focus on one or two platforms that align with your target audience and business goals.
Monitor platform trends
Social media is constantly evolving, and it’s important to stay up to date on the latest platform trends.
What are the new features, best practices, and engagement strategies for each platform?
For example, TikTok is currently one of the fastest-growing platforms, with a strong focus on short-form video content, but it also recently launched TikTok text posts. LinkedIn is becoming more visually focused with the introduction of Stories and Live video. Facebook is pivoting towards Groups and messaging, while Twitter/X is emphasizing real-time conversations and live events.
By staying up to date on platform trends, you can make informed decisions about which platforms to focus on and how to use them effectively.
In conclusion, choosing social media platforms for your business is a critical decision that can have a big impact on your success.
By defining your target audience, considering your business goals, evaluating platform features, considering your resources, and monitoring platform trends, you can make informed decisions about which platforms to focus on and how to use them effectively.