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Deciding which are the best social networks for companies requires that we stop to analyze what we want from them.
In an effort to have a digital presence, many companies launch profiles in all of them thinking that, in this way, more people will read them and they will be better known.
The other reason they usually seek with it is to increase their sales, directly from them. However, they are unaware that they were not designed for this, nor is it the best use that can be made of them.
In this post we are going to detail what are the keys that your company must take into account to have a presence on social networks and which ones to choose.
Before taking this important step, stop for a moment and reflect on the following:
Imagine that you arrive at a website of a brand from which you want to buy a product. In one of the margins of its page you see a a string of icons with the social networks in which it claims to be present. You click on the one where you are too because you might want to follow it. When you get there you find:
- That there is no post.
- That the last publication was made 6 months ago.
- That there are only 3 posts on that profile.
What do you think about it? Perhaps this social network is not being managed by the brand. So you go back to the web and click on another icon where you are too. And you find the same thing: an abandoned social network.
Do you still think the same as when you visited the first one? Surely not, right?
If you were condescending before, now you are beginning to feel that this brand is doing something wrong. Although you do not know how to identify what, it has generated a bad impression on you.
Do you want to provoke these same sensations with your company? I am not exaggerating if I tell you that this is quite common in organizations. However, you are in time to . For a good job, we are always on time.
Before going crazy to open profiles on all social networks we must ask ourselves several questions. Only when we have clear answers do we know which are the most suitable social networks for companies in each case.
The first thing you should know is what social networks your customers are on. You don’t want to be in a place where you don’t have anyone to talk to.
Imagine that you are going to give a lecture on the benefits of following a dissociative diet and you meet an audience that wants to talk about pets. Of course, that is not your place.
The appropriate thing is that your company gives answers and solutions to the users who are in them.
For example, if you have a travel agency, being on Facebook would make a lot of sense, since it is fundamentally a social network for entertainment.
Some social networks are more suitable than others for specific objectives.
For example, with Google+ you can better position your brand in search engines.
4. What are your resources?
I am referring to human and financial resources. and you have to assess how much time and money you are willing to dedicate to them.
If you are going to self-manage your profiles, you will see that time is a very important asset. If you prefer to outsource them to agencies or freelancers, it will be the money that you will have to value.
You can make a deeper analysis of the situation that leads you to decide on the most appropriate social networks for your company. But, at least, by answering these 4 you already have an important filter that helps you select them.
There are countless social networks currently in use and it would be impossible to cover all of them in one post. For this reason, we are going to focus on the most important ones, which is surely what you expect when reading me.
So that you understand well what I am going to say when I talk about each one of them, a few lines below, I want to introduce a brief classification:
The strength of these social networks for companies is that they seek interaction between people and brands without a specific goal.
They are worth talking about any subject. They fit B2B and B2C business models. Here we find Facebook, Twitter, Google+, Instagram, Snapchat, Pinterest and WhatsApp.
There is social life 2.0 beyond the general ones. 😉
Specialized social networks allow a greater selection of the public with whom we want to interact. They generally specialize in professions.
You are probably thinking of LinkedIn, Womenalia or Domestika.
We are increasing the degree of specialization. In this group we find content focused on the same topic or format. We are talking about YouTube, Vimeo, Tripadvisor, Spotify or Fliker.
The differential point is the location of the people. Obviously, you will understand that these social networks for companies make a lot of sense if we are talking about local businesses. For this reason, Google My Business, Foursquare or the Facebook Places section appear.
The best social networks for your company are those that respond positively to your objectives. Taking into account everything we have talked about in this post, let’s see which one you have to use in your case. Which ones should you be in? Which ones are the best for your project?
1.Facebook
we already know that Facebook is the most used social networkbut that does not mean that your company has to be present in it.
Its character is, fundamentally, leisure and free time. Most of us who are in it talk about our lives, we show interest in specific tastes, etc. In short, on Facebook we show our more personal face.
Another of its great advantages is the good platform that it offers you to make .
If your business is B2C, it is highly recommended that you be present in it.
- Business examples: Movie theaters, baby items, gyms, real estate, travel agencies, health-related centers.
- Examples of professionals: Coaches, dieticians and anyone who wants to boost their personal brand.
Then, Companies with a B2B model cannot be on Facebook? Sure they can. But it is not your main network. It depends on the resources you have.
On Facebook you find those people you are looking for in professional networks, but in their most personal aspect. Sometimes this can be an advantage, since that moment of more relaxation makes him look at your brand from a better point of view.
You make the decision, but I recommend that if, for example, you sell transport, you prioritize professional networks.
2. LinkedIn
If we were talking about Facebook as the ideal one for B2C businesses…
…LinkedIn is one of the best social networks for companies based on a B2B model.
They look in it professional relationships that generate business. Therefore, a good use of it implies publishing content based on labor aspects.
It is not well seen, for example, to share a photo of the Star Wars toy that the Three Wise Men have brought you. Leave that for Facebook or Instagram.
LinkedIn also offers a great advantage to salespeople: is the queen platform to work on .
I cannot ignore the fact that this social network is the one that has traditionally been used to look for a job. I don’t like to take this approach because it’s too passive. I will only say one sentence: LinkedIn is a platform that helps you look for a job. But for this, you must have an active profile and take care of your personal brand.
- Business examples: Transport, packaging, car rental companies, IT.
- Examples of professionals: Commercial, personnel recruiters, liberal professionals.
3. Twitter
Twitter is another of the most used social networks for companies.
Its great advantage is immediacy. Its content is volatile and passes quickly. Therefore, the downside is that you have to be very active in it and tweet several times a day if you want your profile to be relevant.
It is ideal to encourage communication, since its dynamism allows you to have quick and direct dialogues. This is the reason that makes it ideal for customer service.
If your brand is subject to trends, this is your place.
- Business examples: marketing agencies, political parties, sports, newspapers, magazines, fashion.
- Examples of professionals: freelancers, politicians, athletes, lawyers and, in general, liberal professions.
From my point of view, Twitter is the perfect complement for your B2B and B2C business. I would not hesitate to include it in the selection of social networks for companies.
4.Instagram
Instagram is the social network in which doing Branding is very grateful.
Quality images are very well received and are often successful.
It has a very high interaction rate and you will find yourself with a handful of likes very easily. The drawback is that we cannot insert links that are “clickable” in the posts.
For this reason, working well on brand recall is one of the fundamental objectives of choosing Instagram among the social networks for your company.
Instagram, like Twitter, seems to me to be the perfect complement for B2C and B2B models.
However, you can consider making it your main social network if you dedicate yourself to image and as long as you have a Bio in which you show yourself accessible.
- Business examples: photography agencies, extreme sports, ski resorts, diving centers and, in general, all companies.
- Examples of professionals: photographers, artists, psychologists and, in general, all professionals.
5.Google+
Google+ is Google’s eternal commitment to having its own social network. It never quite works, although we cannot consider it a failure.
Anyone with an email address has a profile on this network. But even this has not served to take off.
Perhaps because it is an unintuitive network, or because we have not fully understood the advantages of its use, the truth is that there are few users on it.
You must take into account Google+ as one of the social networks for companies because it helps to position yourself in the search engine.
That is its function.
- Business examples: none in particular and all in general.
- Examples of professionals: those who want to go one step further in their personal brand and fight against companies to position themselves in Google.
6. Youtube
Is your main form of communication video?
Do you sell products in which it is important to know how they work?
If so, consider YouTube as one of the social networks for companies in which you must have a presence.
Creating videos is usually expensive and not always within the reach of all companies. Perhaps that is one of the brakes for companies to maintain an active profile here. But if you really want to get into…
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