Social Media Platforms: Exploring the Features and Benefits of Different Networks
In today’s digital age, if you’re not present on social media, you’re invisible. Whatever your field of activity, marketing communication now essentially involves all social media.
To make the most of these digital platforms, it’s a good idea to adapt your content marketing to their specific characteristics and the leads they generate!
Although social networks differ in platform-specific features and functionalities, audiences. As with any marketing strategy, you need to know your target audience in order to avoid making any false moves, and in this case, you need to know which networks they frequent!
The main social networks: their engagement and interaction opportunities
What are social media for?
They enable you to create a link with your community and establish a relationship of trust.
They give your company a human and accessible image.
And, most importantly, they’ll help you get the word out and drive leads to your site.
In addition to personal profiles, it’s possible to create professional pages to which users subscribe to view your content. The advantage is that this content can take various forms: text, images, photos, videos…
As Facebook’s active users fall within a broad age range (on average between 18 and 49), you’re very likely to find your customers there. In fact, some companies have millions of followers, each of whom is likely to share your content with their own network.
- YouTube
Youtube is in the top 3 of the world’s most visited sites, alongside Facebook and Google, according to Semrush statistics.
No wonder: more and more web users are turning to the video format. And that’s the whole point of this social network, which boasts over 2 billion users, the majority of whom are aged between 25 and 35.
Focused on videos and photos, Instagram offers (like Facebook) the option of live posts via “stories”. These are short, brief videos, in the sense that they disappear after 24 hours.
It’s possible to create a professional profile, and even activate a purchase functionality for users when you present products or services. The Instagram network is, in fact, widely used by Internet users to search for products and services. In fact, 44% of the platform’s users make purchases there every week, according to Hootsuite.
An Instagram business account allows you to
- add important information about your company: location, company website address, phone number, working hours
- view the performance of publications, stories and promotions in real time;
- receive information about the demographic data of subscribers: location, age range, gender.
A business account allows you to run advertising campaigns for your brand, goods, and services right in the app, and customers get the opportunity to contact the company through direct communication buttons, as well as the ability to follow the posted link directly to the company’s website.
Very popular in the B2B sector, LinkedIn enables you to recruit by posting job offers. On LinkedIn, you can easily find competitors, as well as collaborators. Any B2B company wishing to develop its professional network and/or boost recruitment. LinkedIn is ideal for professionals selling products and/or services to businesses.
- TikTok
This is the social network that’s currently exploding, with around 1 million more users per day worldwide! In January 2022, Belgium had over 2.91 million active users over the age of 18 or more than 31% of the adult population. Needless to say, such an audience opens up a whole new world of possibilities for certain professionals!
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The benefits of using social networks
In the digital age and on the web, social networks offer a number of essential advantages for making your business more profitable.
- Improve your positioning
Social networks can help you improve your visibility on the web and your positioning on the most popular search engines.
To work on your positioning, you can pay the search engine to appear on the first page. This is known as SEA (Search Engine Advertising). Using advertisements, SEA allows you to generate traffic based on certain keywords, by buying ads. But the most profitable long-term positioning method is SEO (Search Engine Optimization).
- Working positively on your e-reputation
The impact of social media is also very important when it comes to working on your e-reputation. Since social networking is accessible to everyone, 24/7, regular professional activity makes you more accessible to your customers and prospects. By using social networks to resolve disputes or complaints, by previewing new products or services, or by answering questions from Internet users, the company highlights its customer service and availability.
A good online reputation works in the same way as word-of-mouth but on a national or even international scale. A good e-reputation is a guarantee of quality and reliability. It generates a large number of positive comments and recommendations that are likely to prompt the target prospect to make a purchase.
- Developing your communication strategy
For companies, being on social media offers a privileged communication channel with their customers and subscribers. The aim is to create interaction with subscribers, to show that the company is particularly concerned about the opinions and satisfaction of its customers. This open dialogue also helps to reassure potential future buyers about the reliability and seriousness of the professional in question. A bond of cohesion and community is created, reinforcing mutual trust between subscribers and the company.
