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You're looking to grow your network. What social media platforms should you be using?

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If you're looking to grow your network, you might be wondering what social media platforms you should be using. After all, there are so many options out there, and each one has its own features, benefits, and drawbacks. How do you decide which ones are worth your time and effort? In this article, we'll help you answer that question by looking at four key factors that you should consider when choosing your social media platforms: your goals, your audience, your content, and your resources.

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Jitendar Yadav

Data-Driven Digital Marketer ?? | 11× LinkedIn Top Voice Badge in Digital Marketing ?? | Empowering Businesses to…

1 Your goals

Before you sign up for any social media platform, you need to have a clear idea of what you want to achieve with it. Do you want to raise awareness, build relationships, generate leads, or sell products? Depending on your goals, some platforms might be more suitable than others. For example, if you want to showcase your portfolio, you might choose Instagram or Pinterest. If you want to share your expertise, you might choose LinkedIn or Twitter. If you want to create a community, you might choose Facebook or Reddit.

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Jitendar Yadav

Data-Driven Digital Marketer ?? | 11× LinkedIn Top Voice Badge in Digital Marketing ?? | Empowering Businesses to Thrive with Digital Marketing ?? | Google, GoDaddy & HubSpot Certified ?? Digital Marketer
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Setting clear objectives for network growth guides your platform selection, ensuring alignment with your overarching marketing strategy. Overemphasizing one specific goal, such as increasing follower count, without considering other metrics like engagement or conversions, may lead to shallow network growth with minimal impact on business outcomes. Example: A company solely focuses on increasing their follower count on Instagram as their primary goal for network growth. While they achieve a large following, they fail to drive meaningful engagement or conversions, resulting in limited value from their social media efforts.

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Jose Valdez, MBA

Marketing Manager
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Absolutely, defining clear objectives is crucial as they dictate the choice of platform. Equally important is understanding your target audience. In my experience with B2B marketing, LinkedIn has been my go-to platform, while for reaching a younger demographic, I've found success with TikTok. Additionally, it's essential to note that each platform offers different levels of engagement and cost-per-click (CPC), so staying informed about these variations is key.

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2 Your audience

Another factor that you should consider is your target audience. Who are they, where are they, and what are they interested in? You need to do some research to find out which platforms they use, how they use them, and what kind of content they engage with. You don't want to waste your time on a platform that your audience doesn't visit, or that doesn't match their preferences. For example, if your audience is young and trendy, you might want to use TikTok or Snapchat. If your audience is professional and business-oriented, you might want to use LinkedIn or Medium.

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Jitendar Yadav

Data-Driven Digital Marketer ?? | 11× LinkedIn Top Voice Badge in Digital Marketing ?? | Empowering Businesses to Thrive with Digital Marketing ?? | Google, GoDaddy & HubSpot Certified ?? Digital Marketer
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Understanding your target audience's preferences and behavior on different platforms allows you to prioritize platforms where you can effectively reach and engage with them. Assuming that your audience is exclusively active on one platform may overlook potential opportunities for engagement and growth on other platforms they frequent. Example: A fashion brand assumes that their target audience primarily uses Instagram and focuses all their efforts on that platform. However, they overlook the growing popularity of TikTok among their audience, missing out on opportunities to connect with new followers and drive traffic to their website through TikTok's video-centric format.

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3 Your content

The third factor that you should consider is your content strategy. What kind of content do you want to create, and what kind of content does the platform support? You need to think about the format, the style, the tone, and the frequency of your content. You also need to think about how you can optimize your content for the platform's algorithm, features, and best practices. For example, if you want to create video content, you might want to use YouTube or Vimeo. If you want to create short and catchy content, you might want to use Twitter or Instagram.

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Jeffrey M.

HashtagMKE Founder | Social Media Coach | Content Creator
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We often make style guides for clients/companies we work for to help get everyone on the same page for what a brand's voice should be on social media (including graphic design elements of colors and fonts). This is something that you can do for yourself if you're trying to establish consistency while growing your network. It will also help you keep up with the content you're creating by providing yourself with a clear direction.

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4 Your resources

The last factor that you should consider is your resources. How much time, money, and energy do you have to invest in your social media platforms? You need to be realistic about what you can afford, and what you can manage. You don't want to spread yourself too thin, or neglect your core activities. You also need to measure your results, and adjust your strategy accordingly. For example, if you have a limited budget, you might want to use organic methods, such as hashtags or collaborations. If you have a larger budget, you might want to use paid methods, such as ads or influencers.

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Chelsea Day

Technical Digital Marketer @ Wise Advise | HTML, CSS, JavaScript, React | Military Spouse | Canva Is Life!
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With a limited budget you can also utilize the free versions of resources like Buffer, Canva, UnSplash and ChatGPT to help you manage content, create content, and increase your followers and engagement.

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5 Here’s what else to consider

This is a space to share examples, stories, or insights that don’t fit into any of the previous sections. What else would you like to add?

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You're looking to grow your network. What social media platforms should you be using?

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3

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1 Your goals

2 Your audience

3 Your content

4 Your resources

5 Here’s what else to consider

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