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How to know which social media platforms your company should be using and why.What Social Media Platform Is Best For Your Business?

Should You Be Using Social Media?Yes78% of Americans have a social media profile. Context: Approx. 248 million people. Globally: 2.3 billionFacebook: 1 billionTwitter: 320 millionSnapchat: 100 millionInstagram: 400 millionLinkedIn: 300 millionPinterest: 100 millionUsers range among every demographic.

A Short History of Social MediaPrior to 2002Blogs, Chatrooms, Dating WebsitesAOL & Member Profiles2002-2004Friendster, Myspace, LinkedIn, [thefacebook]Strictly friend focused. 2006 (it gets real)Facebook goes public. No longer campus oriented.Gary Vaynerchuk discovers YouTube.Twitter launches

A Short History, cont.2007Facebook launches brand pages and a new platformAllowed people to build apps for FacebookThink FarmvilleThis puts Facebook ahead of the rest2010, aka: The ShiftFacebook launches adsInstagram launchesPinterest launches Brands suddenly start to get itSocial media marketing potential is finally recognized

What Makes Social Media so Powerful?Direct line between business and consumerCrisis responseTransparencyMakes businesses more vulnerableComments, viral posts, screen shotsCustomers have powerAudience targetingInfo from profiles can be used for targeting ads & messagesSocial listeningKnow what people are saying about your brand

Which Platform is Right for You?It could be all of themIt could be just oneWhat to considerAudience/customer demographicsType of businessProduct or service?Internal constraintsMarketing goalsSell/advertiseBrand awarenessRelationship management

Which Platform is Right for YouFacebook Swiss Army KnifeTwitter Short, 140 character messagesInstagram Photo/video sharingYouTube Video platformLinkedIn Networking for businessPinterest Niche photo sharingSnapchat Real time, finite photo/video sharing

Facebook1 Billion users worldwide72% of adult Internet usersBest use: EverythingBrand awareness, sales, leadsMost versatile platformText/Video/Image/Live VideoAffordable & effective advertising platformPassive adsMultiple advertising optionsHighly targetedCustom audiences via tracking pixel

Facebook, cont.DemographicsHighly diverse89% of Internet users ages 18-2977% of Internet users ages 30-4964% of Internet users ages 50-6465+ is fastest growing demographicAges 25-34 most common age demo77% of female Internet users68% of male Internet users78% of Internet users with an income of $75,000

Twitter310 million monthly active usersHighly mobile 80% of active users are mobileBest use: Customer services & brand awarenessCompanies who use Twitter for customer services see a 19% lift in customer satisfaction77% of Twitter users feel more positive about a brand when their Tweet has been replied to54% of users say they have taken action after seeing a brand mentioned in Tweets80% of Twitter users have mentioned a brand in Tweets50% shop at the website or store of small businesses they follow60% have bought something because they saw it on Twitter

Twitter, cont.Demographics37% of Twitter users are ages 18-2925% of Twitter users are ages 30-4915% of all Female Internet users22% of all Male Internet usersMust use daily and oftenTwitter is fast paced. Easy for things to get lost.If your business uses Twitter, you need to Tweet no less than twice a dayTweet tips, tricks, ideas, inspirational quotesStay engaged, respond as much as possible

Instagram400 million monthly usersPhoto & video sharing website80 million photos are shared dailyCan also create and share imagesBest use: Brand awareness & product advertisingPer-follower engagement is 58x higher than Facebook, 120x higher than Twitter.Instagram users are 2.5x more likely to click on ads than any other site. Visual content is easiest to digest, decipher, & understand.

Instagram, cont.DemographicsLarge share of younger users53 % of Instagram users are ages 18-2925% are ages 30-4917% are ages 50+49% of users are female51% of users are maleLike Twitter, need to use dailyEngage and reply as much as possibleConnect to your FB Business PageAudience & interaction analyticsAbility to contact a business directly

YouTube215 million monthly users1 billion users totalUsage is growing thanks to increase in video marketing2nd most used search engine Best Use: Anything you can do with videoTutorials and How-To videosVlog, video podcastProduct reviews/revealsShare/embed across multiple platformsBrand awareness/trust

YouTube, cont.DemographicsLarge chunk of millennials 41 million users ages 25-34Reaches more 18-49 year-olds than any cable network in the country. 46 percent Female54 percent MaleMust have video capabilities. Smartphone, GoPro, Bluetooth/digital cameraDoes not HAVE to be Hollywood-grade qualityLower grade quality can increase trustMakes you look more authentic

LinkedInOver 35 million monthly users400 million total usersCan be really powerful for B2B networking, brand awareness, knowledge sharing, and capturing leads not found on other sitesExample: CEOs, commercial real estate brokers, niche industrial companiesGreat for salespeople and consultantsFind employees

LinkedIn, cont.DemographicsOlder users than other sites23% ages 18-2931% ages 30-4930% ages 50-6421% ages 65+Largest share of 65+ users besides Facebook44% female56% male44% with income over $75,00075% with income over $50,000

Pinterest100 million daily usersHighly mobile75% of usage on a mobile phoneUsers are more 10% more likely to purchase from e-commerce sites than any other social site1/3 of Pinterest users prefer Pinterest over Google searchBest uses: Advertise products, How-To/TutorialsEspecially beneficial to:DesignersRestaurantsLifestyle publicationsWedding/event plannersE-commerce sitesHobby/Craft based businesses

Pinterest, cont.DemographicsEven spread across ages34% ages 18-2928% ages 30-4927% ages 50-64Very high rate of female users85% of Pinterest users are femaleAdmitted Male usage is growing, howeverSince 2014, more men use Pinterest than read Sports Illustrated or GQ combined

Snapchat100 million daily users7 billion videos viewed per day76% of Snapchat users purchase products onlineMobile onlySnapchat can only be used through the appBest uses: Brand awareness, newsExtremely personal Great for sharing headlines/news updatesGood for transparency

Snapchat, cont.DemographicsAlmost half of users are under 2545% ages 13-2426% ages 25-3413% ages 35-4470% are female30% are maleMillennials account for 7 out of 10 Snapchat usersPotential large impact by recent Instagram updates

Confused? Overwhelmed?Dont be. You dont have to use everythingDefinitely start with FacebookAlmost as crucial as a websiteBuilds legitimacy with consumers more than any other siteThink critically about your audience and goalsDont assume your audience isnt on social mediaResearch!Talk to us!

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