Each and every social network creates a unique platform for sharing your brand story. Understanding the difference between social media platforms is the key to reaching the right audiences with compelling content that sticks.
Harnessing the power of how best practices differ across every platform is the key to improved user engagement and reach for your brand. When creating your content calendar, are you pausing to consider how each media channel should influence your social content?
In this article, we’ll discuss the unique environments each channel creates and spotlight our favorite features or tactics any business can incorporate into their social media strategy.
Twitter is Big for Big Business
The little blue bird is a favorite among corporations, small businesses, politicians, and individuals alike. It’s the swimming hole that you share with your audience. It is unique because companies can respond directly to customers, comment on popular threads, and establish a more humanized tone in posts (or Tweets, rather) that companies often struggle to pull off elsewhere.
Based on numbers from the first quarter of 2019, Twitter averaged at 330 million monthly active users. This number accounts for those users on the channel who remain active, which means they post, follow, and engage with other Twitter users.
Twitter is a go-to channel for both B2B and B2C social engagement. About half of Twitter users follow brand and company accounts on Twitter, and 47% of people who follow a brand on Twitter are more likely to visit that company's website.
Let’s Talk About Video
Research finds that users who see videos on Twitter are 50% more likely to be familiar with a company’s brand. It also states that videos on Twitter can be twice as memorable as those on other channels. Businesses often use video content to introduce new products, find new prospective customers, and create a brand experience for a new market segment.
Hashtags for Brands
Hashtags are the real deal on Twitter for businesses. Using your own hashtags that embody your values and mission is a simple tactic to create consistency across a series of posts. Branded hashtags can then be included by other users and brand partners, extending the reach of your engagement.
Hashtags are also a useful way to leverage trending topics to increase the visibility of your content. Just like all things, hashtags should be used in #moderation and with strategic #intention.
Uplevel your video marketing game with… simplicity. Video can be well-produced but still made on a mobile phone. Authenticity is key here. Segment your content with a series that uses its own hashtag to express a theme and entice your users to join in on the fun.
Facebook is for Targeting Specific Audiences
Although many users may have a love/hate relationship with this particular platform, it’s still one of the best ways to directly engage with specific audiences in a curated, strategic way. Facebook engagement goes beyond the newsfeed with Facebook Messenger’s chat capabilities, live video, events, fundraisers, and photos of Uncle Mike’s latest fishing trip. What we are specifically interested in currently for businesses on Facebook is Groups.
Facebook Groups for Brands
There’s been a recent surge in the use of Facebook Groups for brands to connect to—and create connections across—their client base. These groups are communities of users that have a shared interest in a specific product, service, or brand identity, and they often have the added value of a sense of exclusivity for the community members.
Facebook groups anchored on brands serve additional purposes: they allow clients and users to interact authentically in the process of troubleshooting problems, collaborating on projects, and celebrating each other’s successes. This space develops and deepens a sense of community and connection to the brand that ignites, guides, and regulates the discussion.
Even if your brand isn’t quite ready to dedicate the time and resources to nurturing a community within a Facebook Group, we recommend that every user participates in and takes advantage of Facebook groups relevant to your interests or field of work. There’s no better way to see what works and what doesn’t than by experiencing it for yourself.
LinkedIn is for (You Guessed It!) Professionalization and Thought Leadership
In the world of social media channels, LinkedIn is your buttoned-up CEO. Users leverage the channel for networking, career advancement, and engaging their professional community.
LinkedIn is *the* platform for thought leadership and employee advocacy. LinkedIn makes it easy for users to publish long-form content, thus demonstrating knowledge of current best practices, showcasing successful use cases, and the like. In addition to acting as a world of CV’s and job boards, LinkedIn creates an environment where professionals can exhibit their specific expertise and develop meaningful professional relationships.
A leader’s personal brand is directly related to how your audience perceives the value of your business. Encourage those in leadership roles to treat LinkedIn like an always-on industry-specific speaking event where subject matter experts in the company are encouraged to use their individual profiles to elevate the value and credibility of the company as a whole.
Work with the movers and shakers in your company to elevate their contribution to the field by publishing content and engaging with their network. A company is the sum of its parts, and LinkedIn is a great way to capitalize on the thought leadership of the great minds that move your company forward.
Instagram is for Action and Interaction
Instagram, or IG, is where you will generate your most loyal audience. As a platform that runs on visual content, IG challenges brands to create an aesthetic conveyed either in permanent posts or via the more dynamic and engaging Instagram Stories feature.
Instagram Stories for Brands
Instagram’s Stories (and the newer IGTV) is the #1 reason we are all suddenly talking about vertical video. An interesting note about IG Stories is that high production value does not translate into a higher quality of engagement. Instead, users respond to brief snippets of action that are in-the-moment and clearly authentic.
200 million Instagram users post IG stories each month. For brands, these stories present an opportunity to be visible at the top of a user’s page since these temporary snippets of visual content are not buried in the feed with the rest of the posts. In stories, we love interactive features such as polls, quizzes, “Ask Me a Question” stickers, and other dynamic tools such as the countdown feature and stoppable tags.
Brands also have the ability to share content on their IG stories from influencers, partners, employees, etc. This is a hugely valuable means of starting a conversation and sharing your brand’s personality. Seeking out and sharing content generated by users builds affinity, making users feel seen, heard, and appreciated.
Do not discount this platform. B2C and B2B companies alike have had success in inspiring meaningful engagement on this platform. The future is here, and it's vertical.
The Common Power of Social
One thing that all these platforms have in common is they are all priceless sources for information and insights involving your target audience. Using social listening, your team can mine these common social platforms to better understand the priorities, pains, and perspectives of the people you serve so that you can create an optimal customer experience and drive meaningful engagement in social and beyond.
Our team at Social Tribe is passionate about leveraging the newest trends and technology to help enterprise companies get the most out of their social, content, and influencer programs. Interested in learning more about how we can help you plan and navigate your marketing roadmap? Let’s talk!