Social media has become a crowded space, and picking out the best channels for your company to invest your resources can be a daunting task. If you hop on the bandwagon for every new social network, your community managers may not be able to keep up with the demands. So what’s the best social media platform for your business?
You’ll want to consider your industry, your resources, and your goals for being on social media, but there is one network that should be weighted more heavily in your decision-making process. Facebook is still holding onto its crown as king of social media, and it’s the best place for your company to devote at least some of its energy. Here’s why your brand should be invest in making a Page.
Balance of Photos and Text
Facebook’s main benefit over the other networks is its balance between text and photos. The News Feed is designed to show off both formats equally well, so that no matter what your company prefers for a social media strategy, you’re able to display and share information with your fans in the most effective way.
Twitter is great for short, punchy text but has been slow to add an option for displaying photos along with tweets. If a viewer has to click through to see an image, the photo loses its immediacy.
Plus, its ongoing feud with Instagram has restricted photo sharing options. Instagram and Pinterest can share visual content easily, but any written information on those channels seems like an afterthought. By not prioritizing one format over the other, brands on Facebook can select the most appropriate combination for their needs. Running a contest with detailed instructions? Write it out in a status post. Want to show off new merchandise? Post some eye-catching photos. Flexibility is a key feature when sharing content on Facebook.
No Industry Bias
Facebook also has the major perk of being a network that doesn’t have a bias for favoring a particular industry. Whatever field your business falls under, crafting a strategy for Facebook presence is a straightforward affair. Foursquare is good for brick and mortar locations, which excludes the vast array of e-commerce businesses. And despite the great strides many brands have taken to develop great profiles, Pinterest is still fighting its reputation as a risky fit for companies outside of food and fashion.
Other networks make for helpful supplements, but Facebook’s neutrality to different industries makes it a place where your company can connect with brands as well as with individuals. Liking another company Page allows you to mention that brand directly in your posts, thus promoting your partners or your other related business Pages.
The Biggest Audience
Another reason to be on Facebook is its sheer size. Bigger is better in this respect. With more than 1 billion people using the network each month, you have a better shot at finding people who will be interested in what your business has to offer.
Remember, size isn’t important just in terms of how many Likes you can get for your Page. But a larger potential pool of new customers is important. Focus on ways to target the people who are most likely to connect with your brand’s ethos and products rather than making broad appeals to the crowd.
Know the Downsides
The reasons why Facebook is king doesn’t mean you should ignore all the other networks entirely. In fact, there are some areas where Facebook’s competitors outshine the site. For example, Twitter allows for more outreach, with no restrictions on who can tweet to whom, whereas a Page can’t send out a message to an individual’s profile. And LinkedIn, which is growing fast, offers a professional angle that is hard to recreate on channels where informality is the ruling trend.
Also, Facebook’s size can work against it at times. You’ll need to be extra vigilant to make sure that your material actually gets in front of your fans’ eyes, and that might mean investing some money in the network. But in the grand scheme of a social media strategy, these are small hurdles that a smart company will be able to overcome easily.
What’s your brand’s most valuable network? Let us know in the comments!