Which Social Media Platform Should You be Using?

December 5, 2016

In a perfect world, all of them. After all, with recent stats illustrating that social media drives 31% of overall referral traffic on the web, it only makes sense to capitalise upon these channels to turbo-charge your exposure, right? However, unless you have a dedicated social media team, this can be a tedious and time-consuming process that just doesn’t fit into your hectic business routine.

To help you find the most profitable social media platform for your business, we’re dissecting the statistics and identifying which corners of the web your target audience is most likely hanging out in.

Hint: use Buzzsumo to gauge the best social media fit for your business

Before launching straight into it, let’s acknowledge that the right social network for you will largely depend on the very nature of your business. Buzzsumo is an incredibly useful tool here, illustrating just where market audiences are spending their time online. With this free tool, all you have to do is enter a few keywords relating to your business niche, then observe where the topic is most being shared.


While this is a nifty way to understand where your audiences are flocking to garner information on your topic, it doesn’t delve greatly into details. So, let’s take a look at the five major social pillars – how they work, who they appeal to, and how they may or may not align with your business.

Facebook is generally a must

For the most part, it doesn’t matter what industry you’re into, your business should have a Facebook page. It’s the most popular platform out there, with 90% of small businesses establishing themselves on this channel and subsequently reaping the rewards. With opportunities to create Facebook ads, boosted posts, public events, offer claims and various call-to-actions, Facebook remains a strongly-pulsating marketing tool in the modern age. Furthermore, business-owners can safely be assured that no matter what kind of demographic they’re targeting, they’re bound to be on Facebook.

Boost customer service via Twitter

With an estimated 215 million active users, Twitter is a golden podium for communication. This platform is ideal for enhancing your public profile – it enables you to paint your business as a vibrant entity keeping up with the latest trends; it helps you to connect and communicate with users; and it lets you stay in the industry loop and capitalise on upcoming events with the use of relevant hashtags.

Pinterest is ideal for small creative businesses

From foodies to design partisans, Pinterest can be a creative marketer’s heaven. This image-based social network can generate great backlinks to your website if used in a smart and savvy way. Due to the highly visual nature of Pinterest, outstanding product photography is imperative – quality images have a greater chance of becoming ‘viral’, therefore enabling you to introduce your pretty products to thousands of people. Just remember: 80% of Pinterest users are women aged between 25-45, so decide first if this is the kind of demographic your business is targeting.

Portray the personality of your business with Instagram

More than any other social channel, Instagram is the perfect place to emanate that all-important human factor. Here, you can break down that brick wall and establish a sense of relatability between your business and your consumers. Introduce fresh new products while posting candid snaps of your staff to give your brand a face – customers are often put off when a business appears too controlled or robotic. However, if you operate within a mature and male-dominated industry, Instagram may not be the way to go – stats show that 70% of users on this platform are females aged between 18 and 35.

LinkedIn is key for professionals

While more of a place to promote your individual professional status, LinkedIn still gives you great leverage in building relationships and sales leads for your business. To get the most out of this social media network, it’s a good idea to join a LinkedIn Group, where you can participate in discussions, share content, make business contacts and establish yourself as an industry expert.

Ensure you are getting the best ROI for your social media investment by acknowledging the different intricacies of each platform and deciding which structure best fits your particular niche. You’ll save time and money while effectively growing your customer base.