Determining the Right Social Media Platform

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As the use of social media, as well as the number of platforms, is growing, many businesses are still wondering if social media marketing is necessary and which platform(s) would be most beneficial. It can be tempting to strive for marketing on all platforms, however that may prove to be more difficult than it is rewarding. There are many factors to consider when determining the right social media platform for your brand. So, what steps go into choosing the best platform?

Firstly, it is important to distinguish your audience, and to be as specific as possible when doing so. Knowing the demographics of your primary audience will make the decision of which platform to advertise on, much easier. When identifying your audience it’s fundamental to consider the following factors:
-Income & Education Level
-Marital or Family Status
-Lifestyles & Behavior

Once you have identified your target market, you can then establish goals for that audience. Likely, your primary intention is to increase sales and revenue by attracting customers. However, there are many other advantages to come from social media marketing such as encouraging interactions, building brand awareness, increased website traffic, and more. It is crucial to determine your goals and what you seek to benefit from your audience before choosing a platform.

Read more about Determining Marketing Intentions here.

Now that you have your target audience determined and your marketing intentions defined, the next step is finding and meeting your audience where they are at. You can do this by comparing the demographics of users and their engagement on each platform. Once you have found the platforms that are most parallel to your audience and goals, you are ready to begin social media marketing. By determining these factors before choosing a platform, you have positioned your business to receive the best return on your investment.

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