The following is a guide to some of the most popular social media platforms. Some of the biggest advantages and disadvantages are highlighted, along with some tips on how to use these platforms successfully.
Being active on social platforms can be extremely beneficial when trying to engage with the audiences. If a company does not have the time or content to post frequently, it runs the risk of appearing indolent or unsuccessful. In fact, it may even appear as though a company is out of business.
Undoubtedly, Facebook is the most popular and useful social media platform out there. A business can share photos, blog posts, live video, links, and target its posts so there is a better chance of reaching the intended audience.
Advantages
- Facebook Live is a great way to show off the final step of a sign installation or it can be used as a method to train employees if a business operates multiple locations, or in different regions, and cannot get all of its staff together for a demonstration. For instance, a live feed showing the fabrication of a unique sign or its installation can be broadcasted, while at the same time answering any questions viewers may have in the live feed chat.
- Targeted ads allow a business to use its marketing money wisely. Audiences can be targeted by selecting their interests via keywords, age range, location, relationship status, education, workplace, job titles, and more.
- Facebook Messenger equips businesses with a real-time, chat-bot shopping experience (free of charge).
- Facebook has been working on a project called ‘Spaces’ that is designed to allow friends to connect in a virtual reality (VR) setting. People will create avatars of themselves and be able to interact with friends, strangers, and businesses. Stay ahead of the game by incorporating this platform.
Disadvantages
- The algorithm is set in such a way that organic reach is practically non-existent for business pages, so it is important to ensure the content posted is shareable and beneficial to the business’s audience so they ‘like’ and promote the post by sharing it with their followers. In turn, this increases the reach organically.
- Facebook is an oversaturated platform for ads; therefore, it is important that a business’s campaign is worthy of attention and a budget is set to pay for its promotion.
- Targeted ads could become costly depending on the business’s reach criteria and frequency of promoted posts.
Tip: When targeting an audience, it helps to create an ideal customer persona (or a few) to visualize who the message is speaking to—in addition to selecting keywords that are not necessarily that of the sign industry, but are
in tune with the needs of the client.
The 80/20 rule ensures a business engages with its audience and maintains a proportionate balance between promotion and useful content.
Twitter failed to grow followers significantly in 2017. This is not to say it is not an important social tool, as it is still one of the key players in a social media strategy. Businesses with rich content to share benefit most from Twitter’s fast-paced, news-based feed.
Advantages
- Like Facebook, Twitter drives traffic to a business’s website through URL links a company provides. Interest in certain products or services can be gauged by using vanity URLs to track visitors easily through Google analytics.
- Twitter is a fast-paced content social site. A business can post very frequently on this platform and re-use content regularly.
- Brands can also be humanized with quick replies, retweeting other people’s posts, and creating a community to share relatable and interesting project images.
Disadvantages
- Twitter users expect businesses to be responsive and address their concerns immediately. If a company lacks the capacity to react quickly on Twitter, it may end up on the receiving end of a number of complaints.
- Putting the wrong employee in charge of the business’s Twitter account can end up being a public relations mess.
Tip: Despite the increased character count on posts (tweets), from 140 to 280, it is still important to write eye-catching subject lines. Further, remember tweets with visuals get two times more engagement than those without, so share pictures and videos.
