• Google+ isn’t the most popular social media platform, but having a Google+ page for your business helps Google generate search results, including maps, reviews, contact information, and photos. Assess Your Situation Before Joining: Instagram, Pinterest, Tumblr There are plenty of other popular platforms whose formats aren’t for everyone. Don’t waste your time on a social media platform your business can’t benefit from. • Instagram is the king of visual content. Fashion outlets, restaurants, niche retail establishments, and luxury brands do well on Instagram because they can regularly share eye-catching images. • DIY crowds love Pinterest . This is a visual platform where fashion brands share style tips, foodies show off their recipes, and travel-oriented companies post advice on the best family-friendly cities to visit. • Not just for moody teens, Tumblr is a great platform for fashion brands (thanks to its visual elements) and media platforms (thanks to the site being friendly to long-form articles). While NPR and Rolling Stone do well on Tumblr, small businesses are likely to struggle. The many avenues of social media can be overwhelming, but it gives you plenty of opportunities to find the right platform to connect with your clients. Take some time to look at the pros and cons of a platform you’re considering and ask yourself if it really meets the needs of your business.
Social media has proven to be the most difficult part of digital marketing. A report from GlobalWebIndex found that the average person has around seven active social media accounts, so companies have a lot to lose if they ignore social media. But using a site that’s wrong for your business can be a waste of time and money. Here’s the rundown of popular platforms and what businesses they’re best suited for. Everyone Should Be On: Facebook, Twitter, Google+ These social media platforms are staples of the landscape and can benefit any industry. • Despite the recent privacy issues, Facebook still has an active base of around 1.45 billion daily users. You can’t afford to miss out on that kind of audience. • Twitter is also pretty active, and though this sort of engagement won’t necessarily benefit every business, it’s important to maintain an account on Twitter so you can monitor any mentions of your company.
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