Picking Your Platform

social mix

Picking a platform is like picking the perfect outfit. You have to look at the weather, your plans for the day, which you are going to see; all in all it’s about finding the right fit. The same goes for your platform. One of the biggest mistakes a brand can do it utilize the wrong platform. If you wouldn’t wear stilettos to the gym, you probably shouldn’t use Twitter to attract the Baby Boomers.

Stephanie Schwab of Crackerjack Marketing has compiled a variety of charts explaining that not all platforms are a one-size fits all, as well as how much time you need to put into each platform to be effective.

CUSTOMER ACQUISITION:  twitter Instagram-logo-005

CUSTOMER RETENTION:facebook linkedin Instagram-logo-005

SEO: twitter linkedin official-pinterest-logo-tile youtube-logo

CUSTOMER SERVICE: facebook  twitter linkedin Instagram-logo-005

LEAD GENERATION:facebook twitter linkedin official-pinterest-logo-tile youtube-logo

Below I will outline some additional key features you should know before picking your platform.



Time Requirement to be Effective: 2-3 times a day

  • Pros:
    • Users: with 890 million daily active users it has a large network that can be utilized
    • Customization: allows for capturing the users attention
    • Engagement: the platform allows the user to ‘like’, ‘comment’ or ‘share’ which circulates content across a larger network
    • Analytics: internal analytics reporting allows businesses to find strengths and weaknesses
    • Linking: You can link your Facebook page to your website will increase your SEO
  • Cons:
    • Time: setup and maintenance will take time and energy and once the page socializes, a team will be required to handle customer service support
    • Reputation Management: customers typically will express dissatisfaction and you cannot delete their comment so you will need to address it. This requires time and finesse to handle the situation
    • Advertising: if you want your business to be successful on Facebook you will need to invest some form of money into it. Organic reach can only take it so far.

(Check out the full article HERE!)



Time Requirement to be Effective: 10 times a day

  • Pros:
    • Speed: today everyone wants everything in real time and Twitter allows for that need to be fed
    • Share of Voice: anyone can tweet and this “levels the playing field” between the big and small companies
    • ADD-Friendly: the constantly streaming information and endless accounts to follow is attractive to people who need “constantly changing environments” in order to keep their attention
  • Cons:
    • Clutter: sifting through the feed takes time and energy and makes it difficult for customers to always see your tweets
    • Consistently Inconsistent: since everyone can tweet, there are a lot of junk and mixed messages – most people do not consider it a reliable source of information because of this.
    • Time-Consuming: as stated above, you need to tweet 10 times a day to be effective in reaching your customers, which is a lot of content to create.

(Check out the full article HERE!)



Time Requirement to be Effective: 1-2 times a day

  • Pros:
    • SEO: it allows businesses to have more exposure while highlighting the important features of your business
    • News: with the option of following certain industries or companies, you can stay up to date and also share with those in your network
    • Expertise: you can establish yourself or your business as credible experts in the fields which boosts overall attractiveness
  • Cons:
    • Time: initial setup takes a lot of time and attention to detail to ensure that everything is accurate and professional
    • Feed: LinkedIn feeds update fairly quickly so if you are looking for something it can occasionally be difficult to find. Status updates are not shared on the main profile page so you will need to know LinkedIn well to know where to look

(Check out the full article HERE!)



Time Requirement to be Effective: 1-5 times a day

  • Pros:
    • Appealing to Millennials: millennials are ¼ of the US population and are a good target consumer
    • Images and Videos: both mediums are more attractive and encourage more interactions
    • Mobile Enabled: most people utilize phones for than laptops/desktops for social sites; therefore a platform made for mobile is better received.
  • Cons:
    • Links: links don’t work in captions which makes driving purchases more difficult
    • Limited Advertising: small businesses will have to forgo this option as it comes with a hefty price-tag

(Check out the full article HERE!)



Time Requirement to be Effective: 5 times a day

  • Pros:
    • Images can be Linked: Pinterest can drive traffic to specific landing pages thus driving sales
    • “Pin It”: allows sharing content from anywhere with ease
  • Cons:
    • Users: 80% of users are women thus missing out on half of the population and posing a problem for businesses who target men
    • Engagement: it is a less conversational platform

(Check out the full article HERE!)

Bonus Tip: Blogging has a time requirement of about 2 times a week

Once you have your platform, you can now move ahead and start picking your influencer. If someone hates being photographed, you may want to steer away from Instagram and if someone is long-winded you may want to steer away from Twitter.

Regardless of the direction you choose, always be sure that your influencer fits within the platform and the business.



All images sources within image

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