What Social Network is Right for You?

by Ian Fabiano

Which Social Media Network ?

Marketers ask me all the time, “What is the best social media network for my business?”.

I wish I could tell you that finding the right platform is easy and that I have all the answers for you, but I need to keep it real. Every business is different and the only way to find out what channels work for your business is to test it out. As a marketer, you know this, but sometimes testing can be a pain. You want to know what to do right now!

Lucky for you, I’ve already done plenty of testing and have the data to tell you what has worked and what hasn’t. In order to know what will work for you, you need to decide what your objectives are for your marketing campaign. If you need help deciding on what objectives to set and what metrics to measure them by, go to my previous blog post to find out.

Now that you have identified what part of your marketing needs the most help, it’s time to decide what platform to use.

These graphs will help you get started.

There are some clear winners in each of these categories.

  1. Pinterest will get plenty of organic reach. Unlike Twitter, when you post on Pinterest it can still be discovered by users for a long time because other users will share your post on “boards” where more users can find it. The downfall to Pinterest is that it is expensive to promote content on the platform. Youtube and Instagram make it relatively inexpensive to promote content and still have great organic reach.
  2. Twitter is great for getting clicks and shares, and Pinterest is great for shares and engagements.
  3. Instagram is great for getting engagements such as likes and comments, but it is much less impressive when it comes to clicks and shares.
  4. Pinterest is a great platform for clicks, shares, and most importantly, sales.
  5. Facebook, Twitter and Youtube are all good platforms for getting sales through promoted posts.

Keep in mind that your success with any of these platforms will be impacted by the number of subscribers or followers you have on that platform.

Take time to look over these charts and focus on the metrics that are most important to your business. Keep in mind that the social media landscape is constantly changing and results can be different for different businesses. These charts will give you a great head start on your competition that is still taking shots in the dark.

Note: The above image is based on real-world 2014 data

Look out for these set of metrics to measure if your website is successful.

  • Awareness – Followers, Impressions, Mentions
    • Followers – The number of people who have liked your page, subscribed to your channel, or otherwise chosen to get updates from you
    • Impressions – The number of views your content has received
    • Mentions – The number of comments and posts made by other people that mention your business
  • Engagement – Comments, Reactions, Shares, Clicks
    • Comments – The number of comments made on your posts
    • Reactions – Includes likes, loves or other reaction buttons clicked on your posts
    • Shares – The number of times people have shared your post with others
    • Clicks – The number of times someone has clicked on your post
  • Sales – Conversions, Purchases, Revenue
    • Conversions – The number of times a customer completes a desired action on your site
    • Purchase – The number of times a customer gives you money for your product
    • Revenue – The amount of money that you receive for your products or services, not including sales tax

For more information about how to choose a platform in the real world, this article may be helpful.

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How Often Should you Post?

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