17877227 – social media
These days it’s probably safe to say that most businesses have a presence on at least one social media channel. In fact, according to a 2021 Entrepreneur article, 97% of Fortune 500 companies rely on social media. The number is probably less for smaller companies, but it shouldn’t be. Social media can be a very cost effective way to raise awareness, generate leads, and build business.
- The demographics of your target audience and the sites that they use. Pew Research does a good job of breaking this down, I think, and they update their numbers annually. It’s important to stay on top of trends, because things change. Facebook, for instance, used to have a very young demographic, and that’s no longer true.
- How your target audience uses this channel, or their “frame of mind” when on the channel. For instance, people who use LinkedIn are in a business state of mind. It wouldn’t be a good channel, for instance, for a beauty salon to try to generate new clients. Conversely, Facebook is a very social channel where people are most frequently interacting with friends and relatives – it’s not a great place for business-to-business people to find leads or prospects.
- How your content can be best displayed. TikTok and Instagram are great channels (primarily for a younger demographic), but they’re also very visual channels. If your company/product/service doesn’t lend itself to visual representation, they’re probably not the right place for you to be. Content considerations also include how complex your product/service is. Twitter is a very brief and fleeting platform which might not work well for a medical device company, for instance. LinkedIn on the other hand lends itself to longer-form content.
About Us
Strategic Communications, LLC, works with B2B clients to help them achieve their goals through effective content marketing and management with both internal and external audiences. We work with clients to plan, create and publish high-quality, unique content. Whether on- or offline, or both, we’ll help you achieve desired results.
(Strategic Communications is certified as a Woman-Owned Business Enterprise through the Wisconsin Department of Administration.)
Stay up-to-date on the latest traditional and digital marketing trends and insights for communication leaders: subscribe to our monthly e-newsletter.
Recommended Reading:
21st Century Secrets to Effective PR
Direct Mail in the Digital Age
The Complete Idiot’s Guide to Strategic Planning
Tags: facebook, Instagram, linkedin, Social Media, social media marketing, TikTok, twitter