The Guide - 2020 - 94

Marketing Best Practices
BEST SOCIAL MEDIA
Platforms for Your
Business
I
n 2020, every company needs to have some sort of
social media presence, that's not debatable. And as
a business owner, you probably understand your
company needs social media, but are having trouble
navigating some of the finer details such as what platforms
to use and how to create and size images, among others.
First, as a business owner, it's vital you understand
why a social media presence is an integral piece to your
company's marketing strategy. Nearly 42% of the world's
population, or more than 3.2 billion people (and growing),
are active on social media each and every day. Thus creating
a seemingly limitless landscape of possibilities when it
comes to marketing your company to a specific audience.
1. SET YOUR GOALS AND DETERMINE YOUR AUDIENCE
If you're just deciding to get your company's social
presence going, odds are you've asked yourself this
question at least once before.
Before selecting your company's first social channel(s),
it's important to identify your target audience and
overall goals. Is your goal to sell more product? Or drive
awareness to specific events? When it comes to your
audience selection - are you looking to reach as many
people as possible? Or maybe you're looking to target
94 THE GUIDE 2020
By Joe Tacosik, contributing writer
a specific demographic? Or, more specifically, even a
subset of that demographic?
These questions above are what you really need to focus
on before deciding to take the plunge and selecting a social
media channel for your business. Without identifying your
goals and audience, social media can become a very timeconsuming
task of scheduling hundreds of posts. But by
narrowing down your goals, it becomes easy to identify
the perfect two or three social platforms for your business.
2. SELECT THE APPROPRIATE SOCIAL CHANNEL
If you have identified your company's need for social
media, and you've already identified your target audience
and overall objectives, congratulations - you are already
miles ahead of many business owners around the world.
Now, it's time to compare those goals with each social
channel's primary strengths. The social channels listed
below are ranked in their popularity with businesses
when it comes to marketing.
Facebook - If you're looking to maximize your
advertising money, as well as reach a much broader
audience, Facebook is the perfect social channel for your
company. Most companies would (and should) make
Facebook one of their first selections, simply for the size

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