LinkedIn, Twitter, and Facebook and their importance to business
The three most relevant social media platforms in today’s world are “LinkedIn, Twitter and Facebook.” While all of them have their own niche audiences, purpose and intent, LinkedIn is effective for B2B marketing, and Twitter and Facebook perform well in B2C environment but not without some usage in B2B ambiance as well. Let us consider the three platforms and their business worthiness one by one.
The approach to LinkedIn page management needs to be different because we have to understand that what works for other social platforms doesn’t necessarily work here. Earlier LinkedIn only helped professionals in career enhancement, but ever since the platform was acquired by Microsoft it has come to have a high scope for pure B2B development. As professionals go to LinkedIn looking for solutions of their needs, “pure salesy” content doesn’t work well on this platform. The LinkedIn audience grows the most with thought leadership content. Thought leadership could be based around industry news, organization or its products and services. In a voluminous study conducting by BuzzSumo of 10 million articles shared on the LinkedIn, the articles with thought-provoking headlines got the most shares. In the industry trends and news, the preferred phrases were: “the future of “, “in the world”, and “of the year.”
LinkedIn too has set its guidelines for content best practices. One should use rich media like images and video on the company’s page. The platform experts state that images garner 98% higher comment rate and while links to YouTube can fetch 75% more comments. However, we should not follow “one size fits all” strategy rather custom-create our LinkedIn policy after due research. One of the key factors in content strategy is consistency. According to LinkedIn’s own sources, the “best time” to post on the platform is in the morning. However, content posted towards the end of office hours also earns good engagement. But with recent algorithm changes, the focus is not now on universal “best time” but the company has to find out its own “best time” for posting content. LinkedIn also suggests that you post once a weekday, which makes it 20 posts a month. This can help you reach 60 percent of your unique target audience. LinkedIn further suggests that you should share quality content and insights and see what resonates with the audience. Use @Mention by @mentioning people for them to share your post.
Another great of learning is to watch how others manage LinkedIn pages. The platform has a feature called “Companies” which gives us insights into what others are doing. Emulating the successful in a practical way can yield success in a short time. And least of all do not forget search. Optimize the company information in the profile section according to the search trends by embedding keywords—of what you are and what you do. Think of the words customer would key in to find you and use them.
The mantra that holds true of other platforms all works well for Twitter also—post relevant, high-quality content that engages the followers. It is very important to pour variety into Twitter content. The text should contain updates, news, statistics, links and questions from the audience. The content should also include infographics to make the content more visually appealing. Photos make the brand stand out. Tweets with videos attract ten times more audience and with a GIF get 55 percent more engagement.
Twitter works well for both B2C and B2B environments. Sample their own statistics. 66 percent of people have found a new business on Twitter. 50 percent of people bought something because of a tweet. According to Social Bakers, brands get good engagement when they tweet thrice a day, with engagement dropping off after three tweets. The best days to post on Twitter are Monday to Saturday and Sunday. Do not tweet on Monday as statistics show the platform gets least engagement first day of the week. However, unlike LinkedIn, different days have different engagement levels for different industries. Healthcare industry sees maximum engagement on Wednesday; engagement for tech brands touch a high for tech brands on Friday; Saturdays are best for consumer brands. Yet another study says that engagement for B2B brands peaks around 3 pm. Though the allowed length is 280 characters, an attempt should be made to curtail the maximum number of characters to 100 as it fetches the maximum engagement.
Facebook, by far, is the most effective social media tool with the deepest penetration. It has massive marketing possibilities with users spending 50 minutes of their time on the average on it every day. Their algorithms are continuously updated to keep it fine-tuned to the needs of companies and brands. It is suggested that the Facebook post should have a catchy headline and not more than 250 characters to drive maximum interaction and engagement. Photo album, a picture or a video generate 180%, 120% and 100% more engagement in the post. Again like in other platforms, the maxim, “Post consistently” holds true for Facebook also. For brands seeking maximum mileage from their Facebook activity, posting twice a day helps. It maintains the freshness of the content and builds necessary engagement and post impressions. Posting between 1 to 4 pm is the apt time for posting on Facebook. Yet every brand can find out its own ‘prime time’ by observing patterns in analytics.
We see that while the content strategy may vary from one social platform to the other there are, however, some glaring similarities for its practices across different media. Then, for certain aspects like timings for postings and updates, there are no hard and fast rules only some cues. But what is important is that we should understand the importance of these platforms and optimize their usage as for as content is concerned for maximized leverage for the attainment of business ends.