By Jens Kiel
Please find an overview on the most commonly used social media platforms below. Depending on your business goals and your value proposition, you should focus your marketing efforts on the medium that lets you target your audience most closely.
LinkedIn
Founded: 05/2003
Focus: Business-to-Business
LinkedIn is used by more than 65 million U.S. users to showcase their professional background, connect to potential business associates and join the conversation in groups and associations. You can use LinkedIn to endorse your professional acquaintances and be endorsed in return and to receive recommendations on your past career and achievements, as well as to engage with peers and competitors. As a business owner, setting up a company page lets you share your business info and services.
+ connect with clients and vendors
+ showcase expertise and work history
+ follow and keep up with competitors
– no real custom options to tune out chatter
Facebook
Founded: 02/2004
Focus: Audience Building
Originally founded as a U.S. student directory, Facebook is now the leading social media platform worldwide. The ability to connect users easily, and for a brand to connect with its followers utilizing a ‘fan page’ makes it the prime platform to recruit and retain an audience. Paid advertising, message boosting and advanced targeting options give you the best return for your marketing budget. Tell your story with words, images and video – grow your audience and maybe get viral!
+ wide user base builds great audiences
+ showcase products and services
+ easy integration of video and pictures
+ excellent platform for customer service
Twitter
Founded 03/2006
Focus: Networking
Twitter is a social networking platform with focus on micro-blogging. You can share facts, thoughts, news and statements with a custom audience that chose to ‘follow’ you, solely based on the contents of your messages and the clout you develop as you communicate these. It also serves as a networking platform that enables you to directly interact with celebrities, thought leaders and Fortune 500 companies. If you have a message you are passionate about, Twitter is a great outlet and will let you get heard.
+ dialogue with influencers and innovators
+ find like-minded creatives and makers
+ build clout in your area of expertise
– 140 characters message limit
Google+
Launched 06/2011
Focus: Positioning / Inspiration
The new kid on the block, Google+ is a mixture of the message-based approach of Twitter and the content-related matching of users and interests for which the Google search engine is known. Google pairs the Google+ functionality with a lot of their services; the resulting feed can be confusing at times. A great feature is Google Places, which will literally put your business on the map. Make sure that you plan your Google+ participation well, as account settings are shared through a variety of services within the Google family.
+ Google Places account included
+ YouTube Account included
+ Gmail Account included
– setup pitfalls/complicated options
Social Media Etiquette: What to avoid when posting
· Over-sharing and focus on oneself
· Faith, politics and social issues
· Complaints and negativity
· Pretending to be a news resource like CNN, NBC or Reuters
· Being a guru or fan boy – leave other individuals to their convictions.
· Stating to be a social media expert, have your content prove it
· Sharing chain letters, lies and half-truths – fact-checking with Snopes etc. recommended
· Updates “in code” that only make sense to yourself
· Sharing images that you might regret posting later
About the Author
With more than 25 years of experience in the advertising and technology industries throughout Europe and North America, Jens Kiel brings a unique perspective to the arena of marketing and creative strategy for the professional, scientific, and technical services industry. With Made in Germany, he helps his clients connect to their audience, market their services, and communicate their message with impact and efficiency. His workshop on Digital Communications Etiquettewas featured at Create West Virginia 2013.
For more information, please contact him at www.jenskiel.com
