Feb
29
2016

The Best Social Media Platforms For Your Business: Part 2

If your company is just starting out on the Web and need to pick a few social media networks to rule over, here is our guide to choosing the best platform(s) for your business, and how to make the most out of them.

Facebook

Who should use it: Everyone and their grandmas (literally)

What to share: All types of online content, events, ads

Post frequency: Once or twice a day

Consider advertising or paying to promote your page on Facebook, but don’t make your brand’s Facebook page itself look like an advertisement. Inspire conversations and shares – and be sure to ask questions.

Of all social networks, Facebook is best equipped to linearly share responses to a post asking a question or sparking conversation. Answers then appear in friends of your respondents, spreading the conversation.

Facebook offers personal connection and an enjoyable distraction amidst the work day, but use typically peaks outside of work hours. There’s no shortage of options for analyzing Facebook data. Track the success of your content by date and time to hone in on the best times for engaging your audience.

Useful tools: URL shortener Bitly does more than just shrink down links. Each time you convert a link, Bitly offers stats on clicks generated from that specific link, making it helpful to see how much traffic is brought directly from sharing to Facebook.

Some stats about Facebook:

Worldwide, there are over 1.49 billion monthly active Facebook users. What this means for you: In case you had any lingering doubts, statistically, Facebook is too big to ignore.

5 billion likes generated daily as of May 2013 which is a 67 percent increase from August 2012

968 million people log onto Facebook daily (DAU) for June 2015, which represents a 17% increase year over year. The Implication: A huge and vastly growing number of Facebook users are active and consistent in their visits to the site, making them a promising audience for your marketing efforts.

There are 1.31 billion mobile active users (MAU) an increase of 23 percent year-over-year.

On average, the Like and Share Buttons are viewed across almost 10 million websites daily.

In Europe, over 307 million people are on Facebook. The Takeaway: This isn’t just a U.S. phenomenon – a worldwide market is available via Facebook.

Age 25 to 34, at 29.7% of users, is the most common age demographic. What this means for you: This is the prime target demographic for many businesses’ marketing efforts, and you have the chance to engage these key consumers on Facebook.

Five new profiles are created every second. The Implication: Your potential audience on Facebook is growing exponentially.

Facebook users are 76% female and 66% male. The Takeaway: Since this isn’t a large statistical difference, you should be able to effectively reach both genders on Facebook.

Highest traffic occurs mid-week between 1 to 3 pm. On another note, a Facebook post at 7 pm will result in more clicks on average than posting at 8 pm. Go figure.  How this can help you: You have the potential to reach more consumers and drive higher traffic to your site during peak usage times, but people may be more likely to be more engaged in the evenings. This statistic may be a factor when you are planning social communication scheduling. (Also, consider that Facebook has a global audience, so you may want to plan around the time zone of your key market.)

On Thursdays and Fridays, engagement is 18% higher. The Implication: Again, use this information to determine when to post in order to optimize your social media marketing efforts.

There are 83 million fake profiles.(Source: CNN) The Takeaway: Nothing is perfect, so always remain thoughtful and strategic in your efforts. Also, fake or not, these are still potential consumers. There are various reasons for fake profiles, including professionals doing testing and research, and people who want to segment their Facebook use more than is possible with one account.

Photo uploads total 300 million per day.(Source: Gizmodo) The Implication: Again, this is an indication of engaged users; also, it is an indication that there are a lot of photos, as well as other information, competing for users’ attention, so target your efforts strategically.

Average time spent per Facebook visit is 20 minutes.(Source: Infodocket) What this means for you: You could have a short time period to make your impression, so use it wisely with relevant, interesting and unique posts and offers in order to get the most return on your efforts.

Every 60 seconds on Facebook: 510 comments are posted, 293,000 statuses are updated, and 136,000 photos are uploaded.(Source: The Social Skinny) The Implication: Again, there are a lot of engaged and active users, but also a huge amount of information competing for their attention, so quality and strategy on your part matter.

75 billion pieces of content shared daily as of May 2013 which is a 94 percent increase from August 2012.(Source: Facebook)

50% of 18-24 year-olds go on Facebook when they wake up.(Source: The Social Skinny) What this means for you: Facebook is important to these users, and potentially, if done correctly, so is the content you post on it.

One in five page views in the United States occurs on Facebook.(Source: Infodocket 2012) How this helps you: This is a huge market on the web; if you use social media marketing efforts on Facebook well, you could have huge returns to show for it.

42% of marketers report that Facebook is critical or important to their business.(Source: State of Inbound Marketing 2012 The Takeaway: This is a crowded marketplace, but you can’t afford to sit it out, because odds are fairly high that your competition is there. The key is to use Facebook marketing correctly and make sure that your efforts stand out from the crowd.

16 Million local business pages have been created as of May 2013 which is a 100 percent increase from 8 million in June 2012.(Source: Facebook). Facebook marketing has transformed how business is conducted, and its use by local businesses to extend their markets continues to explode.

About the Author: Japie Swanepoel