Man is a social animal, we used to read this in social studies. Social media and social networking websites have taken this concept to an entirely new dimension. Whether you’re communicating with your grandmother or looking for the latest gadget to buy, there is a more than 90% chance you are using one or another social media website in order to carry out the exercise.
So naturally, as a business you would like to be where your prospective customers and clients are. If you go by the advice of the so-called social media marketing experts, you should spread your presence everywhere. For instance, if there are websites like Facebook, Google Plus, LinkedIn, Twitter, Pinterest, Tumblr, Vine, etc. you should have dedicated strategies for all of these.
This Business2Community blog post rightly says that each social media platform enjoys its unique personality and you have to define your strategy accordingly. But if you are a small business with limited budget, does it make sense to target every social media platform? Not necessarily. Spend some time studying individual platforms and see where your target customers and clients mostly spent time and interact with each other. For instance, LinkedIn is considered to be a social media platform for professionals and marketers. Facebook is for casual, non-serious interactions. People with strong, clearly-defined opinions normally interact on Twitter. Google Plus is still in the process of finding its bearings.
Choosing your preferred social media network can be quite challenging especially when there are people everywhere. Suppose you are a web design company. You can never be 100% sure that you will never get a client from Facebook. You can. Similarly, you can also get business from Twitter. In fact, many professionals on the Internet use Twitter Search to find new business opportunities and partnerships. What you have to observe is, from where most of your business might come. And then you should spend most of your resources on that particular platform.
Using Google Analytics you can track individual URLs. You can use this feature to track from where most of your traffic and conversion happens. Define unique URLs for different social media platforms and use them to track individual performances. In a couple of months you will have enough data to make out which can be the best social media platform for your business.