More and more businesses understand the importance of employing social media in their marketing strategy.
While statistics prove time and time again how beneficial social media can be overall, businesses need to ensure the individual platforms they are using are the correct ones for their marketing objectives.
Before implementing your social media strategy, it is essential first to understand the who, what and why of each social media platform. Each social site serves different purposes and targets different markets. That is why we have broken down the lesser utilised (but still popular) social media sites. That way you can make an informed decision about which platform(s) is best suited to your business goals.
Who: Users aged between 18 to 49 years are most likely to use the platform and statistics show that men prefer Linkedin over women.
What: LinkedIn is a professional platform that concentrates on industry related material. Business orientated individuals use Linkedin as a way to network.
Why: While LinkedIn is the clear choice for job seekers and recruiters, its growing popularity conveys greater potential for promoting your product or service. A new LinkedIn account is created every second which joining the 4 and a half million Australians already on the site.
Who: Pinterest proves to be most popular with females in the 30 to 39 years’ age bracket.
What: Different from other social platforms, Pinterest users can ‘pin’ information for future reference. Its visual interface makes it a popular platform for discovering new ideas and getting inspiration.
Why: According to Pinterest, it has over 200 million monthly users, and 93% of those active pinners say that they use Pinterest to plan for purchases. Furthermore, 78% of Pinners welcome content from brands.
Who: Most utilised by males, Twitter is popular with the 30 to 39 years’ age bracket.
What: Keeping up to date with trends, news and conversations is the main purpose for this platform. It’s all about keeping informed and being a part of the discussion.
Why: On average, users access Twitter 23 times a week. Which, according to the Yellow Social Media Report, is the fourth most accessed social media platform in Australia.
Who: Google+ remains relatively even across both genders and is most popular among users aged 30 to 49 years.
What: Google+ is very similar to other social networking sites. It allows users to share content, organise that content into ‘collections’ and then determine what they share with who based on organised groups called ‘circles’.
Why: While there are questions into the future success of Google+, the tight integration of Google+ with other Google applications is certainly a draw card. Having a business page can also assist with SEO rankings.
Want to know more about the business side of things? Head over to our breakdown of the 2018 Yellow Social Media Report: Business Behaviour