Last week we discussed social media marketing techniques, strategies and ideas business should employ for the social behemoths of LinkedIn and Instagram, two vastly different social platforms that also each cater to different sectors of business. LinkedIn’s professional and corporate platform brilliantly suits B2B businesses’ marketing needs, while Instagram is the ideal platform for B2C companies trying to reach an audience of today’s consumers.
This week, we’re taking a closer look at two massive social platforms where it all began, Facebook and Twitter. Facebook and Twitter’s networks cater well to both B2B as B2C companies and both have had a significant impact on how businesses use social media marketing in their marketing efforts today to drive enhanced performance, revenue and profits.
An Overview of Facebook
Ah Facebook, one of the quintessential social platforms that started it all. Facebook calls itself home to over 1 billion daily active users. Today’s Facebook continues to encompass a vibrant network of personally driven content as well as business-oriented content amongst various industry verticals. Rather than curating a channel of visually engaging images and media, Facebook’s content is focused on connecting people, growing communities and allowing businesses to create storytelling experiences for their audience.
How Can Businesses Use Facebook for Their Marketing Efforts?
The kinds of content a company can post on Instagram are also suitable on Facebook. However, Facebook’s platform enables a business to craft more of a narrative on their profile page, as well as provide a more in-depth presentation of their company similarly to that of LinkedIn. On their profile page, companies can feature their products, services and offerings, promote upcoming events, and can link videos, and other types of media in their posts.
Facebook is driven by conversations, offering businesses a powerful vehicle to communicate with and connect with their audience through responding to comments on posts, troubleshooting situations, answering questions, etc. — essentially breaking the fourth wall, and acting as an intermediary between the company and their customers. Communicating in this way to their audience is vital in enabling companies to cultivate stronger relationships with their audience, convert customers, grow their influence and strengthen brand recognition and awareness.
Whether your company is B2B or B2C, you can use Facebook’s platform to further your marketing efforts. However, while B2B companies should establish a presence on Facebook, LinkedIn would still be their primary platform for connecting with their audience, while B2C companies will find Facebook’s community a more natural fit to connecting with their consumer audiences, and therefore should prioritize it more heavily.
An Overview of Twitter
Twitter whose expansive network is used by over 320 million daily active users started out as a platform for “tweeting” simple, short posts. Adhering to a specific, set character limit, the kinds of posts you would typically see on Twitter in its inception centered around announcements, opinions and updates that catered to a playful vibe, rather than posts that included longer prose and captions, or more complex graphics and media. It was therefore a social tool people used to share their voice, spark conversations and join in conversations.
How Can Businesses Leverage Twitter to Elevate Their Marketing Strategy?
While Twitter’s character limit has expanded since its early days, its posts are still constricted by a character limit, increasing from 140 then to the 280 characters it is today. With the increased character limit, today’s Twitter community looks similar to Facebook, featuring similar posts with an image or graphic followed by a caption. Therefore, businesses can tweet a wide variety of content on its platform, but posts should still be focused around news and updates they are sharing.
Examples of the kinds of content businesses should post on Twitter would include product features and promotions, data insights or more amusing opinion-focused content, such as humorous thoughts. Twitter is also an ideal platform to post interactive, engaging posts such as polls, contests and giveaways.
While Twitter is a great platform for both B2B and B2C companies to utilize for their marketing efforts, keep in mind that once again, it is not the go-to destination for the business-oriented content like you would find on Linkedin, as its tone continues to maintain a more light and upbeat personality, rather than more serious and professional.
Ok, now you have in your arsenal an understanding of how to use today’s leading social platforms to enhance your social media marketing and overall marketing pursuits.
What else should you do now to continue to level up your social media marketing game? Enhance your knowledge by learning how to develop a winning social media strategy, and discover which social media marketing metrics and data really matter to your social and big-picture marketing efforts.
And don’t forget about the best tool you can use to enhance the performance of your marketing operation and business as a whole — partnering with us marketing experts at Firon Marketing!