Which Social Media Platform in the USA Should You Use?
Ask yourself these:
- Where is your audience?
- What are your goals?
- What will you be posting?
Imagine it’s your birthday in a month, and you want to throw a party—who do you invite? Friends, like-minded people, people who will make the party fun. All of these will make the occasion memorable.
It’s the same in business—ask yourself, where is my audience? First, you have to identify the audience relevant to your business.
Identifying the demographics of your customers will narrow it down. For instance, what age group do they fall into? Teenagers tend to use platforms like Facebook or Twitter, while millennials tend to be more serious and may use LinkedIn. Research also shows that Instagram users are often women from urban areas, as well as a younger demographic.
There are many published studies on the demographics of social media users. These are good starting points when researching your audience.
Where Is Your Audience on Twitter
Twitter is a popular platform for real-time updates. You can research your potential audience using Twitter’s advanced search tool, which helps you find your target audience based on tweeting trends.
There are also useful apps such as:
- Followerwonk – searches for common keywords.
- Twiangulate – matches bios and usernames for better targeting.
Where Is Your Audience on LinkedIn
LinkedIn offers a ‘people search’ function where you can narrow your search by keyword, industry, or group. Once accepted into relevant groups, you can post discussions, interact with members, and identify potential clients or collaborators.
What Are Your Goals?
Where do you want your business to go? Every goal should have a clear reason and direction. Preparation and planning are essential. Ask yourself: What do you want to achieve on each social media platform?
Some platforms may not be suitable for your audience. Doing the necessary research will help you determine which is the most effective.
SMART Goals
S.M.A.R.T. is a useful acronym for setting social media goals:
- Specific
- Measurable
- Attainable
- Relevant
- Timely
Make your goals measurable:
- Who is responsible?
- What do you want to achieve?
- Where will it happen?
- What are the requirements?
- What is your purpose?
Tracking these goals helps you measure if your business is making progress. Some examples:
- Increase brand recognition
- Respond to customer inquiries within a specific time
- Increase social media traffic within the next three months
Make your goals realistic and aligned with your business strategy.
What to Post
Deciding what to post is one of the most challenging aspects of building your social media presence. A monthly content calendar gives structure and flexibility.
Here are ideas:
- Share a strong image of your workspace to build familiarity and trust.
- Introduce your team with fun images and short bios to show the human side of your business.
- Ask engaging questions like, “What do you want to know about our business?”
- Use 10-second videos to give a punchy intro—these have a 135% greater organic reach than photos.
- Share industry tips to build authority and provide value.
- Post short, engaging blog updates about company news or insights.
- Highlight an “Employee of the Month” with a photo to motivate staff and engage your audience.
There are countless content options. Choose ones that are true to your brand and engaging for your audience. And most importantly—make it fun.
We can help you choose the best social media platforms and create a winning strategy.
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