Which Social Media Platform is Best for Your Business?

Social Media ImagesI canceled my membership at my CrossFit gym this summer. It was more difficult to do than I expected. My morning WOD had become part of my routine and I felt like a quitter when I had to let it go. But my reasoning was simple – I wasn’t getting there often enough to make a difference.

My son is working out with the high school wrestling team at 6:30 am almost every day and it just became a challenge for me to get to the gym at that time. So now I’m running on the track at the school or lifting with a friend who lives near the school. It’s not CrossFit, but it’s working for me. Why? Because I’m actually doing it.

Personally, I think that’s the key to any fitness routine – choose one that you will actually do. Folks love to tell you how fabulous their exercise program is and how everyone else should do it, too. Whether it’s yoga, CrossFit or triathlon training, when you take up a sport, you become part of a family. They create a cult-like following for their workouts, which actually makes it easier to stick with once you drink the Kool-Aid. But it makes it complicated if you just want to have fun with your workout and you’re not able to fully embrace the lifestyle.

The same thing holds true for diets. You join an enthusiastic and exclusive community when you become a vegan, or follow a plant-based whole foods diet or try Paleo. And there’s so much conflicting evidence about which lifestyle is best, that it’s overwhelming to know what’s right for you.

So how do you decide which diet or fitness routine is best for you? Personally, I think the best choice is a routine or diet that you can stick with. One that you will actually do.

I feel the same way about social media. People ask me all the time, “Which social media platform do I need to be on for my business?” There always seems to be a new option and it’s easy to get distracted learning each one.

But there’s no single social media platform that’s BEST for everyone. It’s more like a dating game in which you rule out some options and experiment with others until you decide if they are keepers. Yes, it’s true that Facebook is still the largest social media platform with 1.23 billion monthly active users. And Google Plus puts the power of Google search engines behind your social media updates. And Instagram is the fastest growing social site globally. Despite those trends, I don’t think EVERYONE should invest in learning and using sites solely because they are popular or growing.  

I build my social media presence on specific platforms based on two criteria:

1. Is my audience there?

2. Will I be able to stick with this tool?

Sometimes the decision is a no-brainer. Like my photographer client who really needs to be on Pinterest and my research consultant client who would be better off learning how to use Linked In. But for lots of us, it’s a matter of personal preference:

  • If you like short, sweet conversations and you don’t mind doing a little digging to find the right people to chat with, maybe Twitter is a good place for you.
  • If you’re a visual person who prefers browsing through images and sharing your content through photos, then you might belong on Pinterest.
  • If you’re a more corporate communicator and you’re comfortable in traditional business networking conversations, you’ll be happiest on LinkedIn.
  • If you constantly create videos that are relevant to your audience then YouTube is your new friend.

Whatever you decide, give it some time and really learn how to use the site for business. Join the party and give it your best effort! But if it’s not working and you are no longer excited about using it, I say it’s ok to let it go. I think it’s better to be active and enjoy engaging with people on one or two platforms than to struggle to keep up with everything. Social media can be fun and easy if you let it. And it can produce results if you’re actually using it.

What about you? What’s your favorite social media platform for business? Post a link to your profile here so I can chat with you wherever you feel most at home! 

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  • http://www.bearsbylauren.com Lauren | BearsByLauren

    I prefer Facebook because I’m more familiar with it, but do use Twitter and Instagram. It’s hard to get people to engage. :(

    • http://www.theresaceniccola.com/ Theresa Ceniccola

      Yes, it is, Lauren:-) It’s not like it used to be. It’s hard to tell when you should just stick with something because it’s familiar or move onto something new. I think it’s a constant reassessment.

  • Alicia Henderson

    I tend to find that my ideal clients are on LinkedIn. My company specializes in simplifying the medical billing process for healthcare providers to get them paid faster. I’ve found many clients in the different groups. I prefer to market on Facebook though

    • Theresa Ceniccola

      Yes – that totally makes sense, Alicia. The groups on LinkedIn are a gold mine for some businesses – great networking and a more targeted niche sometimes.