Mediaboss Marketing

Facebook, Twitter and Instagram are the most prominent social media platforms that exist, and if you want your business to survive, it better be plastered over all three of them. But even if youre ticking all social media marketing boxes, are you filtering these check-points into the right platforms?

Facebook

Facebook was established in 2004 and is home to 71 per cent of all internet users. In other words, Twitter and Instagram look up at Facebook and tug at its shirt asking it for loose change. But let us take a look at the demographics.

We can see that Facebooks audience is reasonably equal in terms of gender, ethnicity, income, location and education. However, a massive 60 per cent of 50-60 year-olds are on here! Now this percentage might seem low compared to the 84 per cent of all 18-29 year-olds but when we compare this to just 9 per cent of Twitter users and 6 per cent of Instagram users of this age range, you can understand why my eyes are currently the size of a hungry labradors.

So, from those numbers we can see that Facebook is home to almost all of the 50-64 year olds that use Facebook, Instagram and Twitter. Therefore, if you want your business to be reached by a wide range of ages, Facebook is where you target the more.

Another important point of note with this platform is the location of the users is more or less evenly spread over rural, suburban and urban settings. Although this might not appear as though it requires special attention, the location demographics of Twitter and Instagram show an almost non-existent rural audience in comparison to those from other areas. This means that Facebook is your best chance at targeting those country bumpkins; those people who may have retired to a house in the country with a bouncy little pension to spend on what you have to sell them

So dont post exclusively about the freakin weekend on Facebook, or over-dominate it with pictures of your shops lovely tie-dye items. Instead, imagine youre communicating with an older audience and steer a few posts towards life in the country. Think about what 50-64-year old are looking for from a business on social media. Engage with them, post thought provoking updates and by all means, use your social media charm, just filter your bank of updates before it reaches Facebook and use it as your contact with the older demographic on your CMS page.

Twitter

In 2006, Twitter came flouncing through the swinging doors of social media and took a seat at the head of the table. And it hasnt looked back since. With 18 per cent of all Internet users using the platform, Twitters micro-blogging nature was an instant hit.

As a business, if youre not using Twitter, well, frankly Im speechless. Where anywhere else, constant posts may seem annoying or self-absorbed, Twitters quick, flowing pace encourages continuous posting throughout the day, getting their word out there and continuously increasing followers and engagement.

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Managing social media platforms for different audiences

The importance ofsocial mediafor a corporation is a topic that is popping up more and more often. What kind of company needs to invest in their online presence? And if your company would benefit, how far should you go in terms of resources? (See:4 Companies Behind The Social Media Curtain)

What Does Social Media Mean for a Company? Facebook (FB), Twitter (TWTR),TumblrandQuora whatever means you are using, social media is about connections. Primarily, this means connecting your brand to your customers. As a byproduct, It also means connecting customers to other customers and generating brand conversation. Through these mediums, you can more effectively launch new products or promote existing ones, as well as reward customers for engaging with your company through promotions, discounts, giveaways, and simply by being accessible in terms of questions, comments and general feedback. An active and appropriate social media presence is an extension of yourmarketingefforts and can just as easily be detrimental as it is an enhancement.

Going forward, these services are reaching even further. TakeZenDesk, for example, a company that uses its "Twicket" system to convert tweets and Facebook posts into customer service tickets, in order to address common issues and answer customers' questions. (See:4 Career-Boosting Social Media Moves)

Does Your Company Need Social Media? It's easy to just say that every company needs an online presence, but that isn't strictly true. Is it in your company's best interest to have at least a basic website with contact information and basic services? Absolutely. However, not every company will see enoughreturn on investment (ROI)to justify pouring a ton of time or money into a complete social media profile. An environmental consulting firm that gets 100% of its clients from referrals or cold calling is not likely to overly benefit from an active Twitter account does that mean they should not bother? Unfortunately, it really depends on the circumstances. If an employee of that firm is passionate about taking on the project, and there is potential for new clients to find your company through that medium, it may be worth it. It may not be worth it to bring on someone new specifically for that role.

Take a hard look at your company and your industry. Find out if your competitors are updating their social media profiles and more importantly, if doing so is helping their image and expansion. Are there tools these sites provide that could enhance your customer service (i.e.ZenDesk), or extend the services you already offer? Social media offers the chance for you to be informed about what your customers think of you, and what services or products they like and don't like. Meeting your customers in a space they already occupy brings you one step closer to all of that valuable information.

Getting Social If you've determined that social media is an area you want to develop for your company, there are a lot of different tactics you can use to get started.Freelancers or marketing agencies offer the chance to bring in an expert(or a team of experts) to ensure that your message is consistent and appropriate for your audience. Hiring an in-office team member is also a great step; doing so means they will always be aware of your company goings-on without having to remember to notify an external team. If you're just getting started, consider un-handcuffing the staff you already have and letting those interested take on the project. Just remember, there will likely be a big difference in results between an inexperienced worker, who is fitting in social media around their existing duties, and an experienced social media professional. Be realistic about what you need and can afford, and don't be afraid to expand the role when needed. (See:6 Top-Paying Freelance Jobs)

The Bottom Line

Be aware of your companys needs and decide whether a bigger online presence would help your marketing goals. Get ready to boost your sales by distributing your services. Remember that social media is all about connections.

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