In a previous post, we addressed some of the benefits of using social media. But with all the platforms out there (Facebook and LinkedIn and Twitter and Tumblr, oh my!), determining the appropriate platforms to use for your business may seem like a daunting task. Fortunately, it’s easier than you think. With a little insight into each platform’s different user-bases, you can help your company maintain communication with existing clients and reach out to a whole new group of potential customers.
LinkedIn is a career-oriented site where middle to upper-class professionals network with colleagues and share achievements and credentials. Most of LinkedIn’s 200 million users are middle-aged and college educated with high incomes (almost half have an annual household income over $100,000). Converters can best use LinkedIn by having key sales personnel maintain a profile on the site so they can research prospective customers or if existing customers may be ready to make a purchase.
People use Twitter to publish short messages (of no more than 140 characters) called tweets, usually over a smartphone. Users may “follow” their favorite accounts in order to see Tweets on their Twitter home pages. More than half of Twitter’s 500 million users follow companies, brands, or products—and check in several times a day.
Growth on this social media platform has been highest amongst 18 to 24 year olds, with the most active users being urban-dwellers. So if your customers are young urbanites, or if you’d like to reach a younger crowd, it would be worthwhile to establish a presence on Twitter. Just make sure to assign someone on staff who has the time and ability to research and “tweet” short factoids several times a week about industry news, upcoming events, or special promotions.
On Facebook, users share personal information, video, photos, and even viewpoints with friends, family, and colleagues. Facebook has a billion users across the globe, with 143 million users in the U.S. alone. The typical Facebook user is 40 years old, has some college education, and has an income of between $50,000 and $100,000 per year.
Like Twitter, Facebook is also an environment where companies, brands, and products can garner huge exposure. In fact, almost half (47%) of those who use social media say Facebook has the greatest impact on purchasing behavior. If you want to drive purchasing, statistically speaking, Facebook is the superior social medium for selling your products or services and communicating with consumers.
For examples of how to use these platforms, check out PPC’s social media accounts:check out PPC’s social media pages: Facebook, Twitter, LinkedIn or watch our webinar on social media.