Which social network profiles should you create for your business?

These days, people communicate and interact online using social media networks. Social media marketing uses various social networks to achieve marketing communication and branding goals. It entails activities involving social sharing of content, videos, and images for marketing purposes.

Before using social networks for marketing purposes, the company needs to claim its brand name. KnowEm.com enables registration of a brand name across more than 500 social networks. Having the name registered, no matter which social media it is used on means it is protected and can be only used by one company. Managing multiple accounts is done with tools like Hootsuite, Sprout Social, and SocialEngage  which enable control of all content from one dashboard.

Not all social media sites and platforms are alike, and each social channel works differently and addresses different users so the company needs to develop a unique strategy tailored for each platform.

Here is a list of the most widely used networks and their users with some tips on how to use them to improve your business:


Facebook is the biggest and most popular social media site with more than 70 percent of online adults actively participating in. Although focused on communicating with friends and family, it can help reach a wide network of fans that can easily turn to potential customers or product users. On Facebook Business Fan Page company’s product descriptions, photos and videos are shown and fans can leave comments for others to see. You can also create events and invite people to join in.  Facebook Page is easily created and should be regularly updated with interesting content. The content should be customer engaging inviting the users to like, comment or share the information posted. A sneak info: A lot of people are searching for businesses right from their FB page and having a well filled out Facebook page, with reviews, photos, and posts will help you attract them


Twitter lets you broadcast your updates across the web. Used by both men and women, especially younger ones, it provides the quick information to a wide audience. Tweets should be about specials, discounts, and news updates and if they are interesting enough they will be quickly spread. Since it is also about dialog and communication, interact with your followers by sharing their comments and answering their questions but also follow some of the big names in your industry to stay regularly updated.


The main Facebook competitor is Google+ where you can also upload and share photos, videos and links. You can categorize your followers into Google+ circles and share information of particular interest to a group.  For example, if you create “super-fan” circle, special discounts and exclusive offers will be offered only to group members. Hangouts provide video conferences either with your clients or business partners. This network is suitable for brands which have profiles on the other major social networks to connect with other businesses (B2B networking) and professionals since keywords and search engine optimization is a crutial property of this platform.  There is a direct benefit for local businesses in creating a Google Local page, as they will get enormous benefits with brand search. Their business hours will be displayed along with their contact results, a map to their business (excellent for mobile), and reviews. It may even replace a website, if your budget is tight.


Tumblr is a website with 217 million blogs and 99 billion posts, the most popular with 18-29-year-olds. For this population it is important to offer services of their interest in an aesthetically pleasing way i.e. interior design or in an industry dealing with food. Any form of media can be posted—from plain text to audio, video, and photos. If your followers find the content useful, they may repurpose it or reference it in their own Tumblr blog, increasing the longevity of the post and the engagement with it, thus making it both a content marketing tool and a listening and interaction tool.


LinkedIn is the most professional social media marketing website. Intended for business professionals it is used by B2B service providers, recruiters and job-seekers. Your company profile should contain a company description with recommendations from satisfied customers as well as job postings.  Network of employees and contacts is the most valuable content on LinkedIn. 


Pinterest is the image-centered platform with dominated female audience, one out of three women in the USA uses it. Users pin and re-pin posts to Pinterest Boards which are categorized to be easily searchable and commonly shared on various media. Small businesses such as, for example restaurants and cafes, can post photos of their interior or the food they serve and express their brand’s personality with some unique pinboards. Pinterst favors the most recent content so it is necessary to regularly post the content to get to top search results. Inspire and inform on Pinterest to create real engagement of your customers.


Also an image based platform, Instagram which has the highest engagement rate which is 15 times higher than of Facebook and 25 times higher than that of Twitter. Users subscribe to profiles of people and brands they like. Instagram is predominantly used by urban population with over 90% of users under the age of 35. It is now being a Facebook-owned gem, and visibility of Instagram content is significantly increasing. Interesting visual content is needed to maintain an active Instagram feed and putting hashtags will attract new followers.


YouTube is the number one website for sharing video content. Many businesses create various video content on a company’s YouTube Channel but the most effective videos seem to be useful, instructive “how-to” videos. In addition,YouTube videos feature prominently in Google search results so the company name should be used in naming or describing the video in order to direct viewers to a company website. Also, using YouTube, all the video material is easily shared on various social networks. 


Foursquare is a mobile application that people use to find places to go. No registration is needed to use this app. With over 20 million users, it provides businesses to capture the local consumer. The users leave brief tips and photos at their favorite local businesses to let others know what they love most at each place. You can listen to what your customers are saying and use the tools to join the conversation. If your customers are already talking about your business claim your listing on Foursquare and optimize your listing by adding a business description, your hours of operation, your website link, social media links, menus and o details like wifi, delivery, payment options, etc.

Using social media in marketing is not only about improving site traffic and help businesses reach more customers; it is a great way to communicate with your customers, listen to them and meet their expectations.










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