Basics of any marketing, whether physical or digital, recommends that you should advertise where your audience or potential customers are. For example, if you are selling baby gear, you would never advertise it on a luxury cars magazine. Rather you will first do your research by analyzing demography of the readers of magazines and then decide which magazine is best placed to help you reach your audience. This is the same basic marketing principle, which should be applied when choosing which social media platform should be focus of your efforts.
There are many detailed infographics which give a lot of detail about every aspect of social media platforms. For example this infograhpic from Social Barrel has analyzed ten most widely used social media platforms and broken down relevance of each based on the type of media content for example, article, text posts, photo or video.
The most critical thing to keep in mind is to know your objectives very clearly. You should be clear in mind about the goals you want to achieve from your efforts and time on social media platforms. There may be mainly four objectives you may achieve:
- SEO benefit
- More visitors to your website
- Brand exposure
- Customer interaction and engagement
For example if you are looking to derive SEO benefit for your website then Google+, YouTube and StumbleUpon are the best platforms to get engaged with. However, in case you are looking for more traffic then Facebook, Pinterest and Twitter should be your destinations of choice.
If you have set the goal to reach to the largest community among social media platforms, then your first choice will be Facebook. However, there is a different between a big community and a properly engaged community. You should not only focus on bigger community but also on the potential to covert these into brand loyalists and customers. The infographic is given below which can answer many more questions relating to ten most popular social media platforms and their relevance to your marketing needs.