marketing small business marketing startup advice

Which Social Network is Right for Your Business?

so-many-social-networks (Photo credit: socialmediahq)

Options abound when it comes to social media – there are dozens of “major” social networks (those with more than 500,000 active users) and new social platforms hit the market all the time.

With the optimism and energy behind starting your own business, many entrepreneurs create business profiles on several social networks, only to find they don’t have the time to manage all of them. A social profile that’s neglected can negatively affect how customers perceive your brand.

So how do you decide where to put your social media marketing energy? First, think about why people visit different social networks.

A recent study by IPG Media and 140Proof showed more than 107 million U.S. adults belong to more than one social network. Of those, more than 78 million belong to three social networks and almost 60 million belong to four or more.

The reason, users say, is because different platforms are better suited to different interests. (In other words, your customers probably are not going to the business-oriented professional network LinkedIn to find the latest viral cat video.)

Here are a few questions to consider when choosing your social presence:

  • Who is your target audience?
  • Is your business inherently visual in nature (like fashion or real estate) or is your business based more on information?
  • How much time can you dedicate to maintaining your social presence? Some networks require more work than others.
  • What’s your goal for your social media marketing efforts? Do you want to be thought of as an expert among other industry leaders, or do you want to increase the number of people buying a product from you?
  • What’s your brand’s personality?

IPG also has a great chart showing topic areas and what performs best on which social network – you can see the chart here.

The best advice for businesses on social media, no matter the platform: Be yourself, engage with your customers and clients (respond to their inquiries quickly and thank them for their contributions) and keep your social media presence fresh and updated.

Beth Lawton is founder and CMO of Canoe Media Services, an Alexandria-based business that helps entrepreneurs and small businesses shine online with smart social media marketing, blog content and more. More information is available at

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