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Digital Marketing Insights | The Marketpath Web Digest

Which Social Network Is Right For My Business?

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As a small business owner, you’ve probably asked yourself this question.  With so many social networks out there, and more joining the list every day, it can be downright intimidating to choose the right one(s) and get started.  This post will focus on the big 5 – Facebook, Twitter, LinkedIn, Google+ and the relative newcomer and everyone’s favorite right now, Pinterest.

Facebook

FacebookWithout a doubt the largest social network on the web, with something like a gazillion users, a major motion picture detailing its rise, and now a $100 Billion IPO, everyone in the world has heard of Facebook.  So, as a business owner, you think more eyeballs = better ROI…right?  Well, maybe not.  Typically, Facebook is utilized by individuals connecting with friends and colleagues.  This mindset of person-to-person, casual interaction, limits the effectiveness of most B2B efforts on Facebook.  B2C companies on the other hand have more success with this, as it’s not uncommon for Facebook users to Like their favorite consumer brands…it’s basically a status symbol.   Millions of people Like Coca-Cola, BMW or their favorite handbag brand, not their HR Company or their web development company.

Twitter

TwitterTwitter has grown exponentially since its inception.  Users share ideas, links and images 140 characters at a time.  While the majority of tweets are utter nonsense or completely useless, B2B and B2C companies have found success here.  Connecting with thought leaders within an industry, interacting with competitors or customers, and giving clients the ability to gain instant feedback have all helped Twitter become a necessary part of a content marketing strategy.  The time it takes to run and monitor a twitter account can be pretty nominal with the right tools (and the right company to set it up for you), so it’s a good bet for any business.  Remember, twitter shouldn’t be used as a 1 way megaphone…nobody will care.  Share useful articles, talk about others, and participate in conversations.

LinkedIn

LinkedInWithout a doubt, LinkedIn is strictly a B2B social network.  Professionals use LinkedIn to connect on a business level with colleagues, clients, and people they have worked with.  Because users are in a business mindset when they are on the network, B2B efforts can be effective and useful.  The important point to remember here is that you’re not selling while you’re on this network.  Answer questions, solve problems, become the expert in a group of people and your efforts should be rewarded.

Google+

Google+Google+ is Google’s social network.  Depending on which articles you read, it is either dying or thriving.  It’s hard to say what the network will become, but it is important you keep an eye on it.  Google is using data it gathers from the network and plugging it into its search algorithm to help craft search engine results pages.  The more you share on Google+, the better the odds of ranking for particular terms…or at least that’s what it looks like so far.  All signs point to the fact we'll see more and more integration in the future, so it is probably wise to set up your account now. 

Pinterest

PinterestTaking the Internet by storm, Pinterest exploded onto the social networking scene due to its visual nature and simplicity.  The user base has grown extremely quickly, so one again may fall into the “more eyeballs = more leads” mentality.  Before you go jumping into Pinterest though, make sure you have a clear strategy and understanding of what is typically successful here.  Highly visual elements dominate, so your content may need overhauled to fit.  There have been stories of B2B and B2C success here, but the majority of those all revolve around certain industries.  Arts and crafts, recipes, fashion, and home décor are among the top items here, so tread lightly if you’re outside of those industries.

A few key things to remember about getting into social media:

  • Be consistent with your updates and conversations
  • Be real
  • Likes and retweets don’t pay the bills, conversions do…Can you get your followers to take action?

What are your tips for success on these networks?  Join the discussion below.

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Comments (5)
Rasheite Radcliff wrote
You name Pinterest as one of the "Big 5." I'm interested in how Pinterest brings results particularly for B2B.
Posted Jun 5 2012 2:57 PM
TJ Furman wrote
Hi Rasheite, With Pinterest being new to the scene, the jury is still out on whether or not all B2B companies can have success there. If you Google the term "B2B Pinterest Case Studies" you can see that companies have had success increasing traffic to their blogs using the social network. Keep in mind though, everything on Pinterest is shared in a visual way. Images tell the stories here, so make sure that what you're pinning is interesting and related to your goals.
Posted Jun 5 2012 3:21 PM
Lorraine Ball wrote
Interesting post, though I have to disagree on the LinkedIn for B2B only comment. In our 2012 social media study we were surprised by how many businesses in the restaurant/retail category said LinkedIn was their primary network for business communications.
Posted Jun 6 2012 12:16 AM
TJ Furman (Author) wrote
Lorraine, Thanks for the comment and the insight on what your study has found. It's interesting to see that LinkedIn has crossed the barrier into the B2C world as well.  I guess I could have been more broad in my description about LinkedIn, saying that it was primarily used for business communications, as opposed to some of the other networks. 
Posted Jun 6 2012 12:41 PM
Kurt Manseau wrote
One social network to keep your eyes on is www.formvote.com too
Posted Sep 9 2012 9:02 PM
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