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You don’t want to admit it — I certainly don’t want to admit it. But if I don’t check my Facebook or Twitter on the hour — my fingers start to itch and my brain starts to twitch.
This phenomenon of over-connection is being fueled by our own content, branded content and a concerted effort of marketers to insinuate themselves into our lives. I’m speaking as a consumer of social media — but now, I’m going to switch to being a marketer — and you should too.
In a recent article over at Inc.com: Think Your Social Media’s Ready for 2017? Read This First, Cheryl Snapp (@CherylSnapp) references a study bySkilled.co where they do a thorough analysis of what to expect from social media platforms in 2017.
Check out these amazing statistics put out by Skilled.co in an infographic that is so huge that I had to break it up into pieces just to help you digest it.
The issue with our social media addiction is that we go to these platforms because they draw us in. And the engagement that we get there often ends up in a purchase. So the key is to choose the social media platform that is BOTH right for you and that has enough participation and engagement with your ideal customers.
3 Elements to Consider Before You Choose a Social Media Platform
Not all social media is equal
Facebook boasts 1.59 billion active users. Instagram has 400 million; Twitter, 320 million; and LinkedIn and Pinterest 100 million apiece…Digiday, while YouTube attracts an even split of women and men, it is still fairly male-dominated. Men spend 44 percent more time on the site per month, and in 51 categories of content, men make up the majority of viewers in 90 percent.
…Instagram, in contrast, boasts more women than men (65 percent) as does Facebook (57 percent). As you plan your programs, keep these demographics in mind.
Social media influences purchases
Here’s where the buying influence is most likely to happen: Facebook 31 percent, Instagram or LinkedIn 27 percent, Google+ 20 percent, Pinterest 12 percent and 8 percent for Twitter.
Do you know which social media platforms provide the best return on investment?
It’s Facebook by a long shot right now, at 95.8 percent. Twitter, Instagram and LinkedIn are good investments as well, with 63.5 percent of marketers reporting favorable outcomes for these marketing spends.
How to Pick a Social Media Platform
One way to pick a platform is to consider which platform has the most users. You can see in this chart that Facebook has the most users. So this is definitely a choice. But are they the right users? Does the platform’s main strength work with your business?
Don’t be swayed by the experts to who tell you that one platform is better than the next. Each platform has more than enough users to drive traffic, interest, and conversion to your business. The bigger question for you is which is the best fit for your way of engagement.
As you can see by this snazzy infographic each platform serves a purpose at each stage of the purchase decision. The trick is for you to create a strategy and a marketing funnel that will work with each platform’s strength to give your prospects and customers the information they need to get to know you and your product and service and to ultimately buy from you.
Although we obviously see the benefits of forming a strong social media presence on each major platform, it’s never a bad idea to prioritize; and, when doing so, it’s important to consider where and how you will get the best return on your investment.