There are many channels out there in which to provide a presence for your company. Choosing the best platforms that will align with your business, industry, target persona/customer profile and services/products is key in getting the best out of your social media strategy.

We’ve created a really simple exercise to help you define what your business’ primary and secondary channels should be, and where you should be focusing your social media efforts.

Just give each statement a mark out of 5 where 1 is ‘least agree’ and 5 is ‘most agree’.

Facebook:

• My company relies on high website traffic to achieve our sales targets
• My company is associated with, in some way, media/entertainment/events/nightlife
• The ability to have an open, two-way communication channel with our customers is important to us as a business
• I’d like to reach a wider audience to promote my products or services to via paid promotions (advertising)

TOTAL SCORE:

Instagram:

• My company’s products or services are highly visual and images are a crucial part of the sales process
• Short, punchy video content is important to my company’s digital make-up
• My brand would benefit from engaging with industry influencers
• We would like to showcase the great things we do behind the scenes as a business on social media, highlighting our human side and making our brand more personable

TOTAL SCORE:

Twitter:

• My company’s online reputation relies heavily upon being one of the first to break headlining industry news
• Sharing Tweets (Retweeting) from other industry peers, influencers and colleagues are important to my company’s brand image
• I want to be able to get the most out of sharing my company’s blogs hosted on my website on social media
• Our business is fully invested in Tweeting multiple times per day to keep on top of the content algorithm

TOTAL SCORE:

LinkedIn:

• My company appeals to the B2B corporate landscape and those that work within it
• We’d like to generate leads from other businesses (B2B) as opposed to consumers (B2C)
• It is important for our company and our employees to present a professional, corporate image on social media
• Effective SEO is an important strategy for our business (SEO – Search Engine Optimisation)

TOTAL SCORE:

Pinterest:

• My company’s products or services are highly visual and images are crucial as part of the sales process
• I want individuals and companies to use our visual content for inspiration and to share to their networks
• I want my customers to use my social media feeds whilst looking for their next purchase
• My products would work well grouped into a collection on social media for my potential customers to browse

TOTAL SCORE:

YouTube:

• My company relies on video content (between 3 to 30 mins) to illustrate its products or services to our customers
• As a company, we would like to host a vlog to help our customers overcome their business challenges
• As a company, we like to put a face to members of the Board, and would like to provide our followers with messages from the CEO/Board of Directors
• Effective SEO is an important strategy for our business (SEO – Search Engine Optimisation)

TOTAL SCORE:

Google My Business:

• My customers are more likely to use Google to find my products or services online
• I want to improve my local SEO (ranking higher in Google searches)
• The majority of my customers are usually local to where my business operates
• Collating customer reviews on our products and services are important to us as a business

TOTAL SCORE:

TikTok:

• My target persona is aged somewhere between 16 – 24
• Sharing video content of between 15-60 seconds is important to my company’s digital make up
• My brand would benefit from engaging with industry influencers
• Our brand includes a person/character who is the ‘face’ of our business, or is a celebrity, public figure or well-known individual

TOTAL SCORE:

You’re all done!

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