Blog Post

Which Social Media Platform is Right for You?

  • By Beth Naffziger
  • 14 Sep, 2018

When it comes to choosing the right platform to use for your business marketing needs, there are plenty of choices to consider.  Which social media platforms will provide the best Return-on-Investment (ROI) for your business and your brand? A quick peek at 7 tools will help you identify possible contenders for your time and energy, and when you are ready to take social media branding to the next level, Naff Branding is here to help.

Your Target Demographic Group
The key to deciding which social media platforms are right for you is to ask: which generational cohort am I targeting? Which generational identity am I attempting to capture and project?
Social Media
You’re trying to create a brand identity. Let’s say your brand depends on appealing to young physicians. You would want to know that millennials identify different reasons for being called to the medical profession than do Baby Boomers or even Generation X-ers. A millennial might cite a desire to change the world. A Baby Boomer, on the other hand, might cite a calling to serve.

Similarly, Millennials’ interest in experience and authenticity might require you to focus on those things in your marketing and communication. You would want to project that in your identity.

According to the Pew Research Center, which has researched generational differences for a long time, generational cohorts “provide a way to understand how different formative experiences (such as world events and technological, economic and social shifts) interact with the life-cycle and aging process to shape people’s views of the world.”

There is a difference between the consumer instincts and priorities of Baby Boomers (born 1946-1964), Generation X-ers (born 1965-1980), Millennials (born 1981-1996), and Post-Millennials (born in 1997 or later; the oldest are just now turning 21).
Social Media Platforms
The Most Popular Social Media Platform
The most popular social media platform...isn't necessarily the one you want for you. Did you know that YouTube is currently the most popular social media platform?

I’m going to talk about social media platforms in order of their popularity, according to Pew and Forbes. But remember, the most popular social media platform in the United States isn’t necessarily the one that you want to use.

Your key takeaway from this piece? Remember that the median adult uses 3 of the eight platforms that Pew studied. If you want to create a sustainable plan for social media branding, choose from these platforms. Then focus your best energy on creating great content for those three platforms.
YouTube
Let’s Start with YouTube
Pew found that 73 percent of adults who are online are using YouTube. YouTube is a beautiful way to create free content that draws people to the information that you have to offer. You can use YouTube to introduce the market to your voice, to your particular brand, to your content, to your expertise.

If you have an urge to speak to the market directly and find individuals who like what you have to offer, create a video. Post it. Continue creating more. Respond to the comments. Engage. Keep creating content.
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Facebook
While it’s true that more adults use YouTube than any other social media platform, they aren’t returning to that platform repeatedly throughout the day. That’s what sets Facebook apart. Seventy-four percent of Facebook users visit Facebook every day, with a big chunk of those users visiting the site several times a day.

If you’re still not sure which platform you want to use, Facebook would be a solid choice. Approximately 80% of adults from 18-49 use Facebook. Across age group, Facebook retains its popularity and usability. Right, millennials and post-millennials are using it less frequently. But the ease of use and demand mean that millennials and post-millennials still feel compelled to keep a Facebook presence.

Think of how many Universities and their student groups feel compelled to advertise activities on Facebook. That’s your proof.

According to Statista, if your target customer is under 24 years old, the most efficient use of your time may be to Forego Facebook entirely. Or create a company page to have a presence on that platform. You can provide relevant contact information. But don’t devote a lot of energy and resources to publishing new posts regularly.

On the other hand, if you’re seeking to attract a slightly older market, Facebook could be your meal ticket.
Twitter
Twitter
As twenty-four percent of online users utilize Twitter, this is an excellent platform for your social media branding. Twitter allows you to generate regular content and also to engage with the comments of followers. You can use Twitter to direct individuals to your other platforms, including Instagram or Facebook. Twitter is excellent for creating a running conversation with your target market.

One tip: pay attention to who is following you. Follow that individual in turn. You are building a community and attracting to your brand individuals whom you want to support.
Linkedin
LinkedIn
I realize that many of you who are reading this are focusing on professional connection and leadership identity formation. Twenty-five percent of online users utilize Linkedin. Don’t discount this platform. To wit, the author of the Forbes pieces on Millennials’ consumer instincts offered his LinkedIn profile as his preferred social media platform.

That’s telling.
Instagram

Instagram

With 500 million users on the app, this platform is nothing to scoff at. And if you have a decent following and post beautiful (or inspirational or energizing images), you might be well positioned to capitalize on it as a branding too.

However, according to HootSuite, there are aspects to Instagram that you should be aware of.

"With 500 million users on the app and 59% of those users checking the app every single day, it's no doubt that Instagram has great reach. However, with their latest algorithm change, users no longer view the content in chronological order and rather through an algorithm determined by Instagram, much like Facebook's algorithm, that not many people understand. This change takes more control away from the companies posting content and makes it hard to determine how many people will be exposed to your posts. Not to mention, without any clickable links associated with each individual post, getting customers to your site from the app is a challenge.”
Snapchat
Snapchat
Here, we have a platform utilized by twenty-seven percent of online users. If you’re seeking to project a millennial identity, Snapchat might be an excellent option for you.

Things to remember about Snapchat. Sixty percent of Snapchat users in the U.S. are under the age of 24. There are over 100 million users. Those users are generating significant amounts of content each day. If you can commit to creating unique video content, releasing behind-the-scenes footage or interesting interviews with prominent figures, or even want to create an “insider” vibe by posting the coach’s locker room talk that only followers can access, this is your ticket.
Pinterest
Pinterest
In this platform, we need to talk about gender differences. Significantly more women than men say they use Pinterest.

If you are a female-focused company or want to project a female-forward brand, Pinterest is the way to go.

Forty-two percent of women who are online are Pinterest users. If your product or services include things that you pitch to women, and through beautiful images, then Pinterest can be a great way to drive traffic to your website or your primary social media platform.

In Conclusion 

I’ve only scratched the surface of social media platforms. As with most things, it’s easy and complicated. If you want to devote your best energy to your product, and not to the marketing strategy, contact me. I’ll help you create and optimize your social media brand strategy. We can find the right platforms. Create a plan for creating the right content. We’ll get you on your way.




By Beth Naffziger 21 Mar, 2021


The year was, yeah, you don’t need to know that, and my college internship was as a promotions coordinator at a now-debunked radio station in Minneapolis. Now I can imagine you are reading this thinking, you lucky girl, I bet that was fun! If you consider driving a massive van around town, filled with crap and a million empty cups, going to events in weird places, and hauling things around, well, then yes, I was lucky. Now there were some perks. I met a few celebrities and did taste what it meant to be an event coordinator, which I wanted to do after school. It was an unpaid position, but I did get college credits for it, and more importantly, it was a job close to what I wanted to do, in the market I wanted to be in.


This experience was so valuable, even if at one event I had to sit at a used car dealership for a live remote or haul hair dryers in the Mall of America. It taught me responsibility, what an office setting is like, and that work is well, just that work. But most importantly, it helped me meet connections and get my first real career job when I graduated from college.


Forbes  quotes a study that says a college graduate and working at a paid internship shows, 60% of the time, that internship will turn into a job offer.


If you are a parent of a college-age kid, have you asked them about their internship plans? If you are a college kid reading this, what is your plan? Have you started applying? Internships bring real-world experiences and help fill up a resume. Ideally, look for a paid internship and one that t college credits can be used to. Make sure to checked in with the career services department to understand credits and look for opportunities with alumni. Can you make any introduction to anyone in your network to see what openings they have? Ensure you or your student knows what areas they want to work in, which helps reach out to your network. The more specific you can be, the better.


Indeed lists of their top 12 reasons internships  are beneficial. To get these beneficial internships, a quality resume is necessary. Do you have a resume that will stand out? Parents, does your child have one? 

Make sure the resume is:

  • Free of errors
  • Shows a little personality
  • Clearly articulates their jobs and activities, Captain of the golf team, make sure to list that! 
  • The resume should highlight the course load, any employment, volunteer positions, and collegiate sports.


If you are ready to start applying for internships, reach out to beth@naffbranding.com for a review and feedback for $49. Let’s tell your story and get you that first job.


Stay tuned for part two of this series as I discuss why you need to hire interns.

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