Today, social networks are part of our daily lives. They have become indispensable tools for communicating, getting information, sharing information, expressing opinions, etc.
The digital 2021 report indicates that 76% of the French population use social networks: just over three out of four French people! Still according to this report, no less than 30% of French internet users systematically go on these platforms to find out about companies, brands, communities, etc.
The adoption of social networks for information or communication is therefore continuing to accelerate! A symbol of this dynamic is the appearance of numerous networks that are shaking up the codes, such as TikTok. Granted, it’s not easy to keep up with all the developments.
Moreover, the use of social networks differs enormously according to the profiles of its users. Individuals or professionals, SMEs or large companies: so many profiles with such different objectives…
Our Déclic digital experts give you their advice on how to choose the right social networks for your business.
Why be present on social networks?
The right message coupled with the right network, this is the equation to develop your business. Having a presence on social networks opens up many opportunities.
First of all, it allows you to promote your brand, your company, your association or your community to your customers and prospects. Social networks are great tools for reinforcing your image by engaging in direct dialogue with your customers, disseminating information and creating a link with them.
In addition to working on your image and visibility, you can also increase your notoriety. They allow you to reach more prospects and thus help to improve your web referencing.
Finally, it is also a way to collect opinions that will help you improve your services and products.
The challenge is to choose the platforms that will reach the right targets at the right time in the right place!
Criteria for choosing your social networks
Your field of activity remains the key
Your sector of activity is one of the first criteria to take into account when selecting your social networks.
Generally speaking, social networks such as Instagram, Pinterest or YouTube are considered to be particularly suitable for the fashion, decoration, travel or restaurant sectors. Indeed, these networks allow to put forward visuals which are very important in these sectors.
More generalist, Facebook is used more by service companies, retailers and institutions. In 2021, it remains the most used social network in France.
For companies operating in a niche sector, LinkedIn and Twitter are indicated. Indeed, these two networks allow you to establish your expertise in a field.
Define your objectives
Before you start using social networks, it is essential to define your objectives. This is a prerequisite for making the right choice.
Here is a short list of possible objectives (not exhaustive) concocted by our experts:
- Increase your notoriety;
- Position yourself as an expert;
- Improve your customer service;
- Develop your image and visibility;
- Generate traffic to your site;
- Propose effective advertising campaigns.
In concrete terms, in a BtoB context, LinkedIn is very effective for generating new leads and establishing yourself as an expert in a field.
For its part, Facebook allows you to improve your customer service thanks to instant messaging: Messenger.
Last but not least, Pinterest is a very efficient tool to increase traffic on your website, as you can put your URL on each publication.
Determining your target audience
Each network has very different users. You must therefore choose the networks where your target is!
To do this, you must already know your target. Your global strategy should normally define your targets through personas. Use this as a basis!
If you don’t, we invite you to read this article on defining your targets. Without knowing them, you won’t be able to offer them content that interests them!
For example, TikTok is very interesting for a company that targets a very young community. Indeed, 78% of its users are between 11 and 24 years old.
If you are in a B2B field and your brand image is important, LinkedIn is suitable. Remember that 85% of its users are B2B decision makers.
What is your content?
The last criterion for choosing social networks is the content that your company wants to share. Indeed, each platform has its own specificities.
Facebook allows you to share many types of content with your audience, which is not the case with Instagram or Pinterest, for example, which are based on the sharing of photos or elaborate visuals. On the other hand, Instagram allows you to showcase an original and impactful visual.
Typically, YouTube and TikTok are the platforms to use to share and promote your video content.
A final reminder...
Before identifying and choosing your social networks, don’t forget to define your sector of activity, your objectives, your targets and the type of content you want to distribute. Finally, define your budget and your means!
Do you have sufficient human and financial resources to manage your networks in an ideal way? Do you have a budget for online advertising?
To make your choice, here are the last two tips from our strategists:
- Focus on your content! A good communication strategy via social networks is based on the quality of your publications.
- Concentrate your strengths! Managing multiple social networks is time consuming, but also tedious. Trying to be everywhere at once is counterproductive, as you will not be able to fully exploit their potential. We therefore advise you to focus on three.
In any case, our experts are at your side to help you define the social networks adapted to your activity and to animate your communities. With their experience and their network of partners, our professionals will help you develop your potential. Contact the Déclic Communication team to find out more.
