The post below was written back in 2014, and the social media universe has changed a lot since then! Video content is ascendant in many sectors, and platforms like YouTube and TikTok have taken off as a result. The right-leaning politicization of platforms like X (formerly Twitter) and newer Truth Social have also spurred the emergence of left-leaning platforms like BlueSky. Platforms like WeChat are dominant in countries outside the U.S. It’s a complicated landscape!
For B2B customers, i still recommend primarily LinkedIn. But depending on the nature of the business, other channels may be relevant as well for gaining exposure in specific markets. A careful assessment of your target customers and where they go for information is always the place to start when developing a social media strategy.
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This graphic provides a great quick reference guide to the leading social media platforms. In the past I’ve told my clients:
- LinkedIn: this is a place for networking and professional connections. It’s like a business event where you talk shop with people, meet and greet, and hand out business cards. You’re connecting with like-minded professionals or those who share an interest, or are pursuing a common objective. Some lighter content in the mix is good, but balanced with business-relevant items.
- Facebook: Facebook is the cocktail party. It’s lighter, the tone is chattier, people are having fun. You can go bigger to express the personality of the brand and the company here. You’re making friends, who may be or may become business associates also.
- Twitter: Twitter is grabbing someone as they pass you in the hall to share the latest dish, give a quick opinion on some recent development, or crack a joke. It’s: ‘psst, hey check this out!’ or ‘can you believe this?’ or commenting in real time.
