Everybody knows it, today a company must be present on social networks. Social networks are now essential elements of a good communication strategy.
But how do you know on which platforms to be present? Well, this is not done randomly!
There are now a multitude of social networks available. In order to gain more visibility, a company may be tempted to create an account on all platforms, but beware, this is a bad idea!
Being present on all social networks requires time and involvement to find and regularly publish content adapted to each platform. If you choose to join a social network, in order for it to be beneficial to your business, you will need to regularly feed your page. It is also necessary to define a whole communication strategy for it. Therefore, it is absolutely useless to want to be present everywhere, to create several accounts and never feed them. By dispersing yourself, you will lose time and energy and you will not take advantage of these platforms.
Moreover, before you start, you must think carefully when establishing your digital strategy. Social networks are powerful marketing tools. However, we must not forget that they do not all have the same vocation. Indeed, they do not all offer the same type of content and do not all address the same audience.
That's why, as a company, you need to think about your target audience, the different services you offer and your objectives before you start.
To help you in your choice, here is a list of the most used platforms today and their different functionalities.
It's the number one social network, the one you need to be present on, no matter what type of business you're in. Facebook lists all types of target audiences, so it allows you to reach yours without too much difficulty. That's why it's currently the social network you can't afford to miss.
If you opt for a Facebook strategy, you should know that there are certain rules to follow for your publications to have an impact. Two types of content should be favored: photos and videos.
It is also important to know that on Facebook you have the possibility to make sponsored publications, which allows you to reach very precisely users with the same characteristics as your target audience.
Even though Twitter seems to be on the wane today, it still has a large number of users. This social network allows direct, fast and limited (280 characters) interaction between the company and consumers. This platform is thus used as a customer service by many companies. However, its primary function remains above all the broadcasting of news of all kinds.
Instagram is the platform to be present on if you have visual content to promote. Thus, it is particularly used in the food, fashion, cosmetics and travel sectors. It allows you to share photos or videos to present or highlight your products.
This platform also allows you to advertise via sponsored publications and, more recently, via sponsored stories. This can therefore be a good idea for some companies, as it can have a direct impact on sales.
If you don't especially have visual content to highlight, it is still worth creating an Instagram account. In particular, in order to gain more visibility and share your values with your community. You can then use this platform to share small moments of your daily life at work.
Linkedin is now considered the number one professional social network in the world. It is THE platform on which all companies must be present to be visible, credible and attract customers. Especially for companies doing B2B (Business To Business). However, it is necessary not to leave your page abandoned. You must be active, publish regularly and update your information.
On Linkedin, your employees also have an important role to play. As the main actors of your company, it is also up to them to share its values and projects through their various personal networks.
Pinterest is becoming more and more important and is now establishing itself as an interesting platform. Not least because it allows you to increase the traffic on your website. In addition, this platform contributes to the optimization of the SEO of your website.
Pinterest is a social network essentially for women. Just like Instagram, it allows you to share photos and visuals. The user can choose different themes for which he is interested in. The platform will then offer him a whole range of content related to these themes. He can then choose to pin them to access them whenever he wants.
This platform is very trendy for everything related to fashion, cooking, decoration and DIY.
This non-exhaustive list gives you an overview of the most used social networks in the world today. However, there are many others such as Snapchat, Youtube, Tumblr, Vine, Reddit, SlideShare (Linkedin), Foursquare or Flickr.
In the end, no matter which social networks you turn to, in order to break through and get results, it's important to start by defining an editorial line, a publication schedule and stick to it at all costs. It is absolutely necessary to be regular and to test new things. Don't forget to analyze your results to see what works and what doesn't work in your community. This will allow you to optimize your digital strategy.
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