As we discussed in Part 1, it’s important to select the best social media stream based on your goals. The first article took a deeper dive into the community-building potential of Facebook and Instagram, how Gen Z is hooked on SnapChat, and what to do if you start a social media account that you later learn you can’t maintain.
In this post, we will look at which platforms you use to build your reputation as an expert and which to use to maintain a close connection with your audience.
Goal: Build your reputation as the go-to expert
Youtube creates a space for how-to and advice videos of any flavor — from how to fix your dishwasher to how to write a resume. With such a large variety of videos, it’s no surprise that YouTube gets 30 million hits every day! In fact, YouTube reaches more people between the ages of 18 to 49 years than any cable network in the U.S.
With such an extensive reach, it may be surprising to learn that only 9% of U.S. small business use this platform. Yet, when you consider that making a professional video can be time and energy intensive. Not everyone has the capabilities or is willing to hire someone who can to make exciting videos. If you do have that skill set, however, you can quickly set yourself apart from the competition on YouTube.
YouTube by the numbers
Like YouTube, LinkedIn is a platform to provide your expertise. As the most niche of all platforms, LinkedIn is the essential platform for business-to-business marketing. With more than 500 million users, LinkedIn allows you to connect with decision-makers at other businesses. To attract their attention, you will need to publish polished articles that provide insight into today’s marketplace around your area of expertise.
Pro-tip: Do not fear giving away industry information in free articles or videos. In this information age, data, for the most part, is readily available. However, providing trustworthy and expert insight into the meaning of the data in a coherent way is golden. This will establish you as an expert and set you apart from the competition.
LinkedIn by the numbers
Twitter creates a space for in-the-moment news updates and interpretation of current events. Unlike LinkedIn and YouTube, it is not the platform to build trust — 49 million active accounts are estimated to be bots. Accounts with the most followers have usually achieved success or fame elsewhere such as television or politics, and use the platform to stay connected to their followers. In some ways, Twitter can feel like Snapchat as tweets tend to be about The Now. However, tweets do not disappear and can come back to haunt you, as many politicians can attest.
Small businesses can invite their already-established fans and customers to follow them on Twitter to maintain a close connection. Tweets are read quickly while scrolling, keeping your name on their radar screen, even if the content of the Tweet is not always memorable.
Pro-Tip: Since users tend to use the Twitter to get updates on current events, and/or somewhat snarky commentary on those events, it’s important to have a personality on Twitter, providing humor or insight, that will make your customers like you even more.
Twitter by the numbers
In today’s marketing reality, most companies are already using social media platforms. Many businesses seem them as free platforms to get their brand and products in front of potential customers. While signing up for accounts is indeed free, maintaining those accounts take time, energy, and ability. That’s why it’s so important to do social media smartly. And the first step to approaching social media is determining which stream is best for your business and your goals.
Cover Photo Credit: Jopwell Collection