Choosing the Right Social Media Platform

Many alternatives exist in the realm of social media marketing.  Every company should tailor an individual presence that highlights its specific advantages.

Forbes delves into this topic in depth in its article, Which Social Media Platforms are Right for Your Business?

The first question a company must ask is:  What type of content will be most effective?  Text, image, or video?

Some combination of Snapchat and Instragram could be appropriate for image-heavy marketing.

Companies whose services are directed towards women might focus on Pinterest.

Despite Facebook's overall popularity, "companies whose target customer is under 24 years old," may find other platforms more effective.

Social Media Differentiation

Social media is an important tool for customer engagement.  Some products are attractive to different market segments.  Differentiated social media streams can be used to maximize brand impact in different segments. Engagement can be spread between multiple different social media platforms, (such as Twitter, Facebook, Instagram, YouTube) or between multiple channels on the same platform.

A product like the iPad can be marketed to different people.  Twitter is an effective platform for both B2B and B2C engagement.  Users provide feedback that Apple can use to hone its message and product.  Apple may choose to use a single or multiple Twitter accounts for this purpose. In general, these messages are oriented towards adults.  However, children are also an audience of interest.  Youtube gives a different look that is more appealing to children.

Further Reading:  https://www.danacommunications.com/differences-between-social-media-platforms/