Driving brand engagement in social media doesn’t simply involve being everywhere, there are hundreds of social media sites, each with their own niche. Even concentrating on a handful of the big players like Facebook, Twitter and Youtube is time consuming. While it’s a risky plan to put all your effort into just one social media account, a strong presence on fewer websites is more valuable than a weaker, less engaging presence on as many networks as possible, particularly if you enjoy cultivating a healthy Klout score.
If you’re a fashion retailer whose engagement is driven by stunning imagery, or an engineering firm who likes to share interesting products and innovation, some, rather than all of the most popular networks will be suited to your content. To help you identify the perfect networks, we’ve used a wide range of sources to identify those that generate the best engagement per business type.
The most effective social media networks for brand engagement, by sector:
The ultimate all-rounder: Engagement from a wide variety of content types. However, with less than one in twenty clicking on paid advertising, facebook inhabitants don’t like being sold to. What your brand can share is more useful toward successful engagement on facebook than what your business can offer. The sectors that find Facebook works best for them include; retail, travel/tourism, creative industries, news & publishing and entertainment.
The essential social network. Every business has news, Twitter remains the best and most immediate social network to engage with your customers directly. Twitter has the broadest selection of sectors that find the site most useful including; food, business services, sales/marketing, news/publishing, science/tech, utilities, financial, health care, manufacturing/construction, education and entertainment.
An island rich in insight: Since launching influencer blogs, LinkedIn has become a hub of sharing, so alongside its established role as a networking zone, it’s practically a browser-based conference centre. LinkedIn is most useful for advertising business services, sales/marketing, utilities, financial, manufacturing/construction and education services.
The conversation conduit: Naturally Google has forged a strong connection between its search facility and its new social network. It takes some work to establish a presence, as this is most effectively done by joining or opening conversations with other users, rather than just sharing content. You are likely to get the most out of Google+ if you are in the following industries; food, news/publishing or utilities. However, Google+ is becoming more and more popular with different sectors and is well worth paying attention to.
The lifestyle retailer’s essential companion, Pinterest is essentially an in-browser scrapbook. If you have attractive or innovative products, particularly if they are tailored toward the female market, engagement on Pinterest will come naturally. The most effective use of Pinterest is for retail, food and travel/tourism companies.
You don’t need to be a gymnastic feline to engage with a youtube audience, many brands create short, entertaining or clever videos about their products or business that are simply enjoyable to watch… and share! Creative industries, entertainment, science/tech, manufacturing/construction and education services are all likely to find Youtube most effective, many of their videos going viral.
A hotbed of innovation: With an injection of creativity you can achieve a lot in six seconds, and that’s all this increasingly popular app gives you to create a video. An animators dream, Vine is used by well-known brands from a variety of sectors, such as Converse, Mail Chimp and even General Electric to create easy, fun, sharable clips. People that find Vine the most effective site to use are usually in the retail, creative, education or entertainment industries.
With one hundred million monthly active users, it’s the image customisation opportunities that make Instagram much more than just a point-and-click app. Another useful marketing tool for design-led brands, used to excellent effect by Audi, Nike and Burberry. Other industries that find Instagram particularly effective include; food, utilities and entertainment.
A presentation-sharing community, Slideshare is more than just an internet back-alley where PowerPoint addicts meet to eagerly exchange slides, it’s experienced astonishing growth since branded content creators discovered that sharing insights in slide-form opens up exciting opportunities to be creative, funny, and most importantly informative and direct. Slideshare is particularly effective when advertising for business services, sales/marketing, science/tech, financial services, healthcare and manufacturing industries.
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