By Annie Pond
How does social media have an impact in business? Joshua Powell, a CEO and Healthcare Executive states, “Having a social media presence is not an option. If you want to succeed, this is the marketplace.”[1] Figure 1 shows the average number of people using social media sites each day. Companies connecting with a large variety of people can promote interest through product usage, virtual involvement, and brand loyalty across the world. Doing this successfully requires specific formatting for each social media platform.
Facebook is the most used social media platform amongst consumers (see Figure 1). The best way to use Facebook is to provide a vibrant visual with an invitation to click to learn more or like the page. Include a price to give enticing value and place the advertisement according to a consumer’s search or buying history.
Instagram is widely used to promote simple creativity amongst the 18 and 29 years old consumers.[2] Create authentic visuals that “emphasize experiences with your product.”[3] Usually the simpler, the better.
Snapchat
Snapchat is a social media platform on the rise among teenagers. Involve your consumers through a virtual game using the company’s promoted item. Under Armour was able to captivate the teenage users through a game using NFL star Cam Newton as the game’s character.[4]
Twitter’s average audience age has a large span of 18 to 49 year olds.[5] Involve this large group through a straight-to-the-point, concise message and a visual aid (avoid hashtags).
Conclusion
When it comes to promoting a business, social media is necessary. Through it, companies reach a variety of people to promote interest through product usage and virtual involvement, and to promote brand loyalty. Though the benefits of Facebook, Instagram, Snapchat, and Twitter are similar, the usage is customized to the specific audience and the social media platform.
[1] Powell, Joshua. “The Doctor Who Rocks It.” www.LinkedIn.com. Nov 16, 2016. https://www.linkedin.com/pulse/doctor-who-rocks-joshua-powell-ceo-healthcare-executive.
[2] Maeve Duggan, Shannon Greenwood, and Andrew Perrin. “Social Media Update 2016.” Pew Research Center. Nov 11, 2016. http://www.pewinternet.org/2016/11/11/social-media-update-2016/.
[3] Xu, Lucy. “6 Examples and Best Practices for Creating Instagram Ads.” Curalate. 2015. http://www.curalate.com/blog/6-examples-and-the-best-practices-for-creating-instagram-ads/.
[4] O’Brien, Jamie. “How 6 Big Brands are Advertising on Snapchat Discover.” http://www.Sprinklr.com. Oct 12, 2016. https://www.sprinklr.com/the-way/big-brands-advertising-on-snapchat-discover/.
[5] Maeve Duggan, Shannon Greenwood, and Andrew Perrin. Pew Research Center. Nov 11, 2016.
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