by Ben Bywater on August 16, 2016 | Digital Marketing Strategy Social Media Ads

In the saturated landscape of social media today, it can be a daunting task to look at all the social platforms available to organisations and selecting the right ones for your brand. So how exactly does a business select the right avenues for their digital marketing? I’m glad you asked. The top five questions you should ask are covered in this article.

1. What Is My Business Trying To Achieve With Social Media?

Depending on the needs of your organisation, using social channels may help you to work towards achieving your marketing & sales goals. However, before diving right into the world of social media for business you need to identify establish what these goals are. A great place to start in setting goals is by using the SMART goals framework.

Your goals should be Specific, Measurable, Attainable, Realistic, & Timely.

For example:

  • A poor goal - To increase sales.
  • A SMART goal - To increase sales by 30% in the next 6 months.

By being specific with your goals, you will understand what you are trying to achieve and make the right decisions to work towards achieving it.

2. Who Are My Customers & What Platforms Are They Using?

social-media-business2To identify your customers the best place to start is by developing persona profiles. A buyer persona is a semi fictional portrayal of your ideal customer based on the available information and data of your market and customers. And, the good news for you is that they aren’t that hard to develop. Thanks to the help of online tools, you can now quickly develop personas.  Get started by using Hubspot’s free persona generator.

3. What Are The Best Social Media Platforms For My Brand?


Not all social platforms will be relevant for your business or manageable overall. With a little bit of research about each social platform, you will then have the ability to identify which channels are relevant and manageable.

The following is a simple breakdown of the top social media platforms for business to help get you started.


With 1.55 billion monthly active users (source: Statista), Facebook is the most popular and most widely used social platform to date. Facebook arguably provides the most opportunities for its users, as it allows it’s users to create pages and groups, play games, post photos and videos, send messages and keep in touch with their personal network. Facebook is the ideal platform for educating and starting a conversation with your target audience.


Twitter is a fast paced social media platform, which operates in the moment. Twitter by nature is a constant feed of short form information. Each tweet only consists of 140 characters, which means the selection of your words needs to be very specific. Twitter is an ideal platform for broadcasting general news and activities via short headlines and links.


LinkedIn is where you keep things professional. LinkedIn’s mission statement is “To connect the world's professionals to make them more productive and successful." (Source: Linkedin) LinkedIn provides a platform most suited to social selling, recruitment, and business news.


Instagram is a mobile based photo and short format video sharing platform. Instagram is one of the fastest growing social platforms right now and businesses should be taking advantage of the newly introduce advertising opportunities within Instagram. As a primarily visual platform, this is suited more towards visual industries, but not limited to. Instagram is the perfect place for the marketing team to show their creative flair.

4. What Resources Does My Business Have To Produce Content And Engage With Followers


“I don’t have the resources to create original content all the time??? Does this sound familiar? Don’t worry most businesses have had the same thought and the great news is that you don’t need to be creating original content all of the time.

Many organisations who take their social media seriously will follow the 10-4-1 rule. Where 10 out of 15 posts is content from another person or organisation, including industry specific news, articles from thought leaders, interesting articles and time sensitive content. 4 out of 15 posts will be linked to your blog to drive your audience to your webpage. And, 1 in 15 will be a post creating awareness about your product or services; this could be in the form of a free e-book, whitepaper, webinar, event sign-up, or video that your audience can access from your website in exchange for an email address.

5. Will Social Media Be A Benefit For My Business


Yes. No matter how time poor you are, it will still be a bigger benefit to your organisation to have social media accounts than having no social media presence at all, if only for SEO the benefits.

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