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Social media is a powerful tool for marketing due to its wide reach

December 28, 2018

Which Platforms Should You Use to Create a Social Media Presence This 2019?

It’s most likely you have spent —in the best case scenario— a few years working on your startup, from the earlier concepts to its full completion. After long hours of contemplation to polish your idea, several trial-and-error attempts and considerable investments of time and money it’s finally finished. And although it feels like it has already been such a long journey, you know that is just starting. The first and major stage has just finished, but another one begins: your startup launch.

By this point, your startup should already have a totally functional and complete website, which will serve as the first touchpoint for any lead. It’s the best way to introduce your product or service to your audience, let them know a bit more about your enterprise and start creating an online presence. But it’s not all, you can additionally make use of social media. In fact, we highly recommend you to do so. While your site is most likely the first place your audience visits, the second action they would take is searching your company on social media.

Below, we will give you a few reasons to consider social media on your marketing strategy, as well as some data about the most popular social networks.


Is It Really That Important to Have My Brand Present on Social Media?

There are several benefits of creating social media pages for your business. Seriously, the list can be quite long. However, we will just mention the top three reasons that will convince you to consider social media as part of your marketing strategy:

Increase the overall online presence of your brand as well as its recognition


Your website is the first sign of online presence your brand has, but the biggest and strongest one is social media. Through these massive channels, you can promote your product and let more people know about your brand. Social media is the place they will go to when they want to see reviews or make sure how you handle customers before using your products.

Apart from the massive reach that social media has, it’s also a powerful channel to highlight the brand’s personality and voice. These two elements are crucial to give a more human touch to your brand and thus connect with your audience. Although it’s evident that there are people behind a company, most often than not this little detail is forgotten. By engaging with your audience and sharing relevant content, you can turn followers into fans.

Social media is a perfect resource to improve brand awareness since it offers several possibilities for the different stages of this process. You can increase your brand exposure by publishing valuable content for your audience, answering questions and engage with potential clients. Also, satisfied customers are highly likely to use these same platforms to recommend your brand. And this digital word-of-mouth promotion is one of the most effective marketing strategies and shouldn’t be overlooked: 92% of consumers trust earned media above all other forms of advertising. If a happy client recommends your product to their friends, then the chances of they ultimately choosing and hiring your company are very high.

Study the competition and gain valuable insights


There is a high possibility that your competition is already engaging with your target audience in social media. No matter if they have started their social media accounts a few weeks or months earlier, the fact remains that they have a clear advantage over you. However, you can turn this situation into something positive by observing your competition and analyzing their actions.

How do they communicate with their customers? In how much time they solve questions and complaints? How do they encourage the participation of their followers? What kind of content are they sharing? Which of these is more popular? What are the concerns of the audience regarding the service or product?

By looking into the social media pages of your competitors, you can get a grasp on good practices —and bad practices as well— for these networks. It’s even more advantageous because you know it works for your target audience. It’s not about imitating the personality or voice of your competition, but more about recognizing which type of actions are effective for that specific target group.

And if by any chance you are lucky enough and none of your competitors is on social media, then why don’t you get a head start? It’s the best way to get ahead of your competition.

Encourage communication between the company and your target audience


It’s a given that your website has a contact form or at least some info —like email or telephone number— so that your visitors can request a quote, ask questions about the payment process or solve any other doubt they may have about the product or service. It’s also a channel they can use if there is a complaint of any kind.

Email and telephone are usual channels in every stage of the customer care process. However, with the increasing popularity of social media and smartphones where you can install lite and even complete versions of social networks, it was just a matter of time until social media became another channel for customer care and, for some clients, the favorite channel to engage with a brand or company.

A 2015 report on customer care channels showed that the telephone is the most frustrating one, even doubling the percentage of the second place: the company website. So, although having a website is necessary, it may not be the channel your audience would prefer to file a complaint or even request info about a product.

Through social media, you can gather information to improve your service. In some cases, clients will give you suggestions directly, but most of the time you will have to make use of other conversations with your customers —such as complaints or doubts. Additionally, you have at your disposition social media analytics tools that provide demographic data about your audience and let you know some of their habits —the number of minutes they spent navigating the platform, the kind of content that is more popular, the time slot with higher user density, etc.


Which Social Network Should I Choose?

Now that you know why your brand should be on social media, it’s time to decide which platform is the most appropriate and effective. Knowing a bit more about the different social networks might help you choose, so we have gathered some information about the most popular ones:

Facebook


A social network where registered users can add other people as friends, share pictures, videos and links, post status updates, message friends and even play games. Users can also create or join communities according to their interests, as well as follow other users or pages that regularly publish content they consider valuable.

  • Year of launching: 2006
  • Number of monthly active users: 2.27 billion
  • Number of daily active users: 1.49 billion
  • Predominant age group: 25-34 represents 31% of its user base
  • Percentage of users divided by sex: 53% are Female and 47% are Male
  • Average number of daily sessions per user: 8
  • Average session length: 20 minutes


Youtube


The main platform for videos. You can find movie trailers, interviews, clips from TV programs, video game walkthroughs and useful tutorials. This social network possesses a great variety of categories and its user base can be divided into two great groups: people that create and upload videos and those who subscribe to these channels.

  • Year of launching: 2005
  • Number of monthly active users: 1.8 billion
  • Number of daily active users: 30 million
  • Predominant age group: 25-44 equates 49% of its user base
  • Percentage of users divided by sex: 50% are Male and 50% are Female
  • Average session length: 40 minutes


Instagram


A social network mostly centered around photography, although you can share short videos too. The app includes several filters that you can apply to your pictures before uploading them, you can also add tags and location to your photographs. People can “like” and comment on photos, as well as follow other users and specific tags.

  • Year of launching: 2010
  • Number of monthly active users: 1 billion
  • Number of daily active users: 500 million
  • Predominant age group: 18-34 represents 64% of its user base
  • Percentage of users divided by sex:
  • Average number of daily sessions per user: 6
  • Average session length: 9 minutes


Twitter


A social network to post short messages of a maximum of 280 characters, known as “tweets”. Registered users can publish, like and reblog tweets. It’s a perfect platform to inform about updates, as well as to share news. It has also become a place where people debate and share opinions on various topics.

  • Year of launching: 2006
  • Number of monthly active users: 326 million
  • Number of daily active users: 157 million
  • Predominant age group: 22-37 represents 80% of its user base
  • Percentage of users divided by sex: 66% are Male and 34% are Female
  • Average number of daily sessions per user: 5
  • Average session length: 1 minute


LinkedIn


A social platform ideal for networking, recruitment or searching for new jobs. Both companies and people can create accounts. An individual can add their education and work experience, as they would do in their resume. For a company, they can add info about the services they provide, as well as link the profiles of the collaborators that have an account on the platform. Both kinds of users can publish content.

  • Year of launching: 2003
  • Number of monthly active users: 260 million
  • Number of daily active users: 100 million
  • Predominant age group: 30-64 represents 61% of its user base
  • Percentage of users divided by sex: 57% are Male and 43% are Female
  • Average session length: 6 minutes


In Conclusion

To decide on the social networks you need to increase your brand’s online presence, you should ask yourself the following question: Which social networks do my target audience frequently use?

To search for information about every social network it’s an arduous task because currently there are a number of these platforms and every day more appear. Perhaps the most sensible choice is to create a Facebook account, a social network that has stood the test of time and until today remains as one of the most popular. Along the way, this platform can help you discover more about your target group and with this new information, you can sign up on other platforms they use.

If you want to start increasing your online presence, then Facebook —that possess a greater diversity of users— seems like the safest bet. You can customize your brand page with info about the company, product catalogs, reviews from clients, post photos and videos, etc.

Other great starting option may be LinkedIn. Although it’s not as popular as Facebook, it’s a perfect platform if you are looking for business partners or alliances with other entrepreneurs.

Esther Palomino - Director of Value & Marketing

Esther loves to have a good cup of tea while she’s writing her thoughts and plans. Addicted to sugar and stationary items. Her hobbies include playing with her daughter and dog.

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