Why Your Company’s Niche Should Direct Your Social Media Strategy

Twitter. Facebook. Pinterest. LinkedIn. Which one/s should you choose? All of them? None of them? Some of them? The last answer is the most correct, though all social media sites have merit. That’s why it’s so important that you create your social media plan according to your business’s niche.

The plain fact of the matter is some social media sites are just better for certain kinds of niche businesses than others. If you’re not sure where to get started, read the four tips that follow. They give you some ideas about where to start and why.

1. Go Where They Are

Let’s face it. Not all social media outlets were created equal when it comes to reaching your audience. For example, if your demographics are adults, say of Baby Boomer age, you’ll want to be on Facebook. That’s where they are.

According to Sprout Social, 79% of adults use Facebook compared to the 31% who use Pinterest. Your Baby Boomers might be on Pinterest, but they might also more likely be on Twitter due to their age and interests.

Does that mean you shouldn’t use Pinterest? Not at all. If your market is women, you definitely want to be there. In fact, Pinterest offers business users higher revenue than other social media platforms. The key is to be wise in how you choose your primary social media platforms.

2. Saves Time

Although it might seem wise to post on a bunch of social media sites all day long—the more the better—that may not be the case. Probably, it isn’t.

Here’s why. Let’s say you’ve decided that most of your audience is on Facebook. There’s actually a best time of day/ week/ month to post on each individual site, including Facebook. If you know that the majority of your audience will be on Facebook around 7:00 a.m. EST, that’s when you’ll post. You won’t try to catch them when they’re not online.

You’ll post for a couple of minutes in the morning and maybe after 5:00 p.m. EST and then be done with it, except for to respond to posts from time to time. Your time can then be used to create new content or to attend to other matters.

3. Show Yourself in the Best Light

While all social media platforms give you an identity on the web, some are better for promoting just you. Here’s what we mean. The Interface on Google+ gives you a whole wall to post on. So how is this different than say Facebook? Well, on Facebook, you’re sharing your wall with all the people who are interacting on it.

However, if you rely heavily on video to get your message out to the public like ACN Inc. does, you might find Google+ a bit more inviting. The Google+ platform showcases media like photos and video in a way that others don’t. The format encourages visitors to not only look at the newest post, but to go on down and around the page to look for more content that they like. Further, these same visitors aren’t competing with videos and posts by other people. It’s a whole wall dedicated to you and your brand.

4. Search Engine Indexing

Google indexes the posts from Twitter and Google+, so if you need to build some social media clout, then getting indexed is one way to go. Any blog that posts on these sites goes straight to Google.

However, Thompson isn’t suggesting that you forgo the other social media sites altogether. A link to Google+ can be for SEO while another one to Facebook can be for socializing with your followers.

Final Thoughts on Social Media and Niches

It’s easy to get lost on social media sites if you don’t have a plan for social media marketing efforts. This is even truer if you have a small niche company. Some social media sites are just better for some niches than others.

The key to taking advantage of social media for niche businesses then is to know which types of customers use which types of media. Business and networking happen primarily on LinkedIn, whereas food, fashion, and art get plenty of shares on Pinterest. If your demographic has a social media site it uses more than others, you should, too.

Further, some social media sites really allow you to feature your business in a way that others don’t. Google+ is great for that. G+ is also a must-have social media site for search engine indexing (as is Twitter.)

Finally, choosing the right social media site to promote your business can actually save time. You’re only posting where and when your customers are online. After that, you can get on about your workday.

Freelance writer and web enthusiast, Anica loves dogs, the ocean, and anything outdoor-related. She was raised in a big family, so she’s used to putting things to a vote. Also, cartwheels are her specialty.

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