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Best social media to promote your small business?

The digital world is generally full of opportunities for small businesses. Social networks are one of them. But there are many and each offer specific features. The goal is not to be present on a maximum number of networks but to be visible on the right social media. We explain how to choose the best social media for your small business.

1. Choose a social network according to its objectives

The decision to join a particular social media needs to be looked over in regards to your global communication strategy of your small business. So, the first thing to consider before opting for a social network or another, is your marketing goals.

Among which:

When you look at your marketing goals, you can start looking at what social media will give you the most to reach your objectives. Each social media is different and some are more likely to help you out more than others.

Take Twitter for example, the social media network that is known for all things immediate. It is thus a very useful social media platform for customer relations management. On the other hand, Pinterest and Instagram, social networks for sharing photos, are perfect for brand advertising. Facebook is the best option for small businesses wanting to increase their visibility and/or improve their e-reputation.

2. Target audience: size criteria

Another element to help you decide what social network is the best tool for your business: the audience you wish to target.

It’s enough to check statistics to know which types of population use which social network. We can thus learn via the "We are social Singapore website", for example, that Instagram and Snapchat users are on average much younger than those on Facebook. We also learn that Pinterest has more female than male users.

Given its immense popularity, Facebook is interesting if you’re looking for a larger audience. Pinterest is useful if your goal is to reach out to women. LinkedIn, the network for professionals, is a good choice for those doing B2B and/or looking for international partnerships.

Obviously, all statistics related to the use of these social networks should be taken with a grain of salt, because these practices are constantly evolving. That said, these same statistics help you have a global vision of trends and thus choose a network over another according to the target audience.

3. A choice guided by the specifics of your business and your work.

Choosing a social network for your small business needs to be done by taking into account the qualities the social media will offer.

Take Facebook for example. With its number of features such as video sharing, interest groups, etc. the network is an ideal vector of emotion. In other words, it’s relatively easy to promote your business, playing precisely on the field of emotion… Imagine that you are the head of a small network of grooming salons. The best way to increase popularity while displaying professionalism is to share videos showing your services. What’s cuter than a wet puppy…?

On the other hand, if you’re a freelance translator, Twitter is interesting because it’s not compartmentalized. In other words, it lets you come into contact easily with influencers (moving forward in the same domain as you) and to join their networks. Twitter allows you to find potential clients, to watch what your competitors are doing, to find inspiration regarding your subject area and more.

Finally, Youtube is interesting for artists, since it lets you play on storytelling and to share your progress on your projects.

The choice to sign up on to a social network must therefore come from a triple analysis, taking into account the specificities of your company, your communication objectives and the audience you want to target through your advertising. Keep in mind that social networks are useful if they are active. They are also an interesting relay to your website, a tool that has become almost essential for SMBs.