Not all social media platforms are created equal. So while I have been talking about using social media over the last 3 posts, you have to choose which of those is appropriate for you. You figure that also through testing.
Each social media platform has certain specialities. For example LinkedIn is very good with professional networks. On the other hand Facebook may have the largest set of general population. YouTube gives you the ability to hold long form videos with an algorithm which recommends videos (much like Netflix) , which means your content could be valuable for years to come. Most other platforms to my knowledge don’t have this kind of facility.
So based on the market you want to focus on, you figure out , which platform will have the best traffic for your requirements, that converts, and at what cost.
Selecting the wrong medium can make your campaigns fail.
There’s however another way of looking at this. How can you repurpose content for different media such that you can exploit the best features of all networks.
There was a time when Facebook was considered good for consumer facing businesses. It still is, I believe. But today you will also see a lot of B2B companies utilizing this media. So you will need to test different media, to see if your audience exists there.
Don’t think that if you’re a B2B company, you should only look at LinkedIn.
Till next time then.
P.S: If you are interested in getting a free copy of my “7 point checklist for B2B markets”, you can ask for it, by filling in your details below.