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Facebook, Twitter, Pinterest, Instagram, and Google+? Do you know which platforms make sense for your company or brand and where to find the most value? Choose at least two platforms that match your target demographic and be actively engaging on them. Analyzing social media content and their efficacy at least weekly or monthly is crucial to tailoring your content to your current and future followers—don’t take on more platforms than you can handle.

Facebook

Individuals between the ages of 25 to 34 make up 29.7% of [Facebook] users and is the most common age demographic (Source: Emarketer 2012) but the 40-54 age bracket is joining Facebook rapidly.

Facebook has recently incorporated algorithmic changes designed to weed out spam-like content and because of this, many marketers are experiencing dwindling organic interactions and engagement. Due to these algorithmic changes, Facebook may now be more of a challenging platform, but it is still a staple for most businesses and shouldn’t be overlooked.

Businesses and brands need to step up their content game if they want a chance of showing up in their follower’s newsfeeds.. Facebook is strongly pushing towards brands paying for reach via an advertising campaign on their site. This is very helpful in growing your following, especially when complemented with engaging content. Also, keep in mind engaging content should be published to fit your target audience’s benefit and viewing habits. For example Tuesdays and Thursdays have the highest engagement (Source: Bit.ly blog) and between 1 to 3 P.M. is when the highest traffic occurs. .

Twitter

Another huge platform for businesses, Twitter caters to a younger demographic with the majority of their users falling into the 15 to 24 year old category. Content is viewed in quick bursts, less than 140 characters to be exact. An average tweet’s “lifespan” is less than an hour versus a Facebook’s average lifespan of 22 hours and 51 minutes. To keep a lengthy lifespan or to encourage Twitter engagement, consider hosting Twitter parties and promote content via A/B testing to see what could be effective for your brand and where areas of opportunity may be.

Utilize Twitter’s new in-feed images with your tweets, it’s especially helpful to include more characters on the image, but remember that size is key! Here is a cheat sheet of all social media image sizing.

Pinterest

Do you have a product, or blog that would interest a woman aged 25-44? Then Pinterest is for you! A pin on Pinterest has an average lifespan of 30 days and beyond and 18% of Pinterest users have a household income of over $75,000. Use searchable key words in your pin’s descriptions and link your pin’s source to your website because Pinners referred to a site from Pinterest are 10% more likely to buy and spend more than referrals from other sites, an average of $80.

Install a “Pin it” button on your website to encourage organic pins and referral traffic to your site and also consider installing “Rich Pins,” pins with more information and a snapshot view of their source’s content.

Instagram

Would advocates of your brand or company be interested in seeing what goes on behind the scenes? Then sign up for Instagram and put a filter on those photos! There are no hyperlinks on Instagram posts but they can be included in your profile description. Currently, Instagram is not a top referral to your website, but it is great for brand awareness and social media promotions. It helps your brand reach and market to those who abandoned the “traditional” Social Media platforms of Facebook and Twitter.

Google+

A platform with a more mature audience, Google+ is quickly catching up in the social media race and it’s no longer a smart idea to ignore it. Due to the new Google algorithm changes, Google+ may be more beneficial for your SEO than any other platform.

Another advantage to Google+ is that it supports .gifs, perfect for showcasing how to cook a recipe, braid hair, or showcase your product.

Does this sound overwhelming to you? The Marketing Maven Social Media Department is ready to help bring you to the social media forefront by helping you manage Social Media campaigns and grow your online community.