Choosing social media platforms depends on a number of factors

A company should be present on multiple social media platforms. However, which ones depend on a number of factors. The company’s target audience, its goals and what type of company it is should all play a factor in the decision.

If a company is only on one social media platform, it should be Facebook. If it is on multiple social media platforms, one of those should be Facebook. The site is the most popular of all social media sites, with 71 percent of online adults using Facebook in 2014 (Duggan, Ellsion, Lampe, Lenhart & Madden, 2015). Other social media sites just do not have the same reach, and companies have the best chance of connecting with the most people on this platform.

As discussed in this week’s readings, Facebook helps a company promote its content while also creating a conversation. Facebook users can see content a company has posted, in the form of photos, videos, or links to other sites, and they can also comment on, like or share that content. Facebook users can also post directly to a company’s Facebook page. These are important ways a company can use its content to drive conversation, and may be one reason why Facebook business pages are so popular.


Not only is Facebook the most used site – it’s also the most often used site. That is, its users sign on to their accounts regularly. They are highly engaged, with 70 percent of its users saying they log on daily. These numbers are much lower for other social media sites, with 40 percent of Instagram users signing on daily, and only 36 percent of Twitter users doing so.

So with Facebook’s popularity, why should a company have a presence on multiple social media platforms?

Other social networks are continuing to gain popularity, and the number of people who use more than one social media platform is on the rise. In 2014, 52 percent of online adults used two social media platforms, which is a big increase from 42 percent just a year before that. Interestingly, however, is that when people use more than one social media site, they typically use Facebook along with one or more other networks. That is, Facebook acts as “home base,” as users of Twitter, Instagram, Pinterest and other sites still typically use Facebook as well (Duggan et al., 2015).

This overlap is on the rise: In 2014, more Facebook users said they use an additional site as well, compared to previous years (Duggan et al., 2015). As this multi-platform use continues to increase, with people looking to get information on a plethora of different platforms, companies should consider their target market to determine how best to reach them.

Limiting reach to only Facebook users could mean a portion of a company’s key demographic is not being engaged with. Not all social media users have Facebook accounts. For example, one demographic – teens – are leaving Facebook at a rate of up to one million per year. In 2014, six percent of Facebook’s teen users stopped using the site (Lang, 2015).

Which other social media network(s) should companies use to engage its key audiences?

This depends on what the company’s goals are, as well as who their target audiences are. Different social media platforms serve different purposes, and a company should consider whether they are looking to drive their content, or drive conversation with social media users.

For example, Snapchat is rapidly gaining popularity among teens. Snapchat is currently the fastest-growing social network, with more than 60 percent of smartphone users ages 13-34 using the app (Hitz, 2015). However, because the app is such a simple platform, it is much better for promoting content over conversation. For example, Covergirl uses its Snapchat account to highlight contests the company is holding, and directs Snapchat users to its website to participate (Hitz, 2015).

Instagram can be used by businesses in a similar way. The platform is also popular with a younger demographic, with 53 percent of its users in the 18 to 29 age range. Those ages 30 to 49 make up only 25 percent of its users, with far fewer older users (Patterson, 2015). Instagram allows companies to share photos and videos, helping it push its latest content to this younger demographic. Users can comment on posts, but it is most commonly used as a sharing platform over one in which users converse with companies. For example, Macy’s, which has more than 410,000 Instagram followers, recently posted this picture. While 3,244 liked it, it only had a few comments, none of which were questions to the company.

Twitter, on the other hand, is a great way for companies to engage in conversations with its users. The platform also attracts a younger demographic, with 37 percent of its users ages 19 to 29 (Patterson, 2015). However, the graphic below shows that the combining of the 30 to 49 and 50 to 64 age ranges also equals 37 percent of all Twitter users. So while the platform is still most popular for a younger demographic, older Internet users are also using the platform to connect with other users and companies.

The platform, which allows users to share photos and videos, is also commonly used to as a way to start a dialogue. Twitter users frequently reach out to companies with complaints, comments or questions. JetBlue, for example, uses the platform to help customers in real time, with its social media managers helping customers with time-sensitive matters, like finding them a new flight when theirs was cancelled (Piazza, 2014). This platform, depending on the type of company using it, doesn’t necessarily rely on content – as a company can use the platform to chat with customers.

So which social media platforms should a company use, in addition to Facebook?

That truly depends on the type of company, as well as what its social media goals are. If it is a company looking to increase dialogue with its customers, Twitter is the best bet. If it is looking to push content and appeal to a younger audience, Instagram or Snapchat might be a better choice.

Of course, these are just a few of the many social media platforms available. Companies must constantly be on the lookout for the changing social media landscape. As other platforms are created, gain more popularity and begin to draw new audiences, companies must adapt to stay relevant and continue to appeal to their key audiences.

References:
Duggan, M., Ellison, N., Lampe C., Lenhart A., Madden M. (2015, Jan. 9) Social Media Update 2014. Retrieved online from http://www.pewinternet.org/2015/01/09/social-media-update-2014/.

Hitz, L. (2015, July 31). 10 brands to watch on Snapchat right now [blog post]. Retrieved online from http://simplymeasured.com/blog/10-brands-to-watch-on-snapchat-right-now/#i.ssp0ay1b3wflcv.

Lang, N. (2015, Feb. 21). Why teens are leaving Facebook: It’s ‘meaningless.’ Retrieved online from https://www.washingtonpost.com/news/the-intersect/wp/2015/02/21/why-teens-are-leaving-facebook-its-meaningless/.

Patterson, M. (2015, May 4). Social media demographics to inform a better segmentation strategy [blog post]. Retrieved online from http://sproutsocial.com/insights/new-social-media-demographics/.

Piazza, J. (2014, July 29). The secret of JetBlue's social media success? Stay at home moms, cat memes — and a sense of humor. Retrieved online from https://www.yahoo.com/travel/the-secrets-of-jetblues-social-media-success-93024204957.html.