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Choosing the Best Social Media for Your Business

Social media can seem daunting to many small businesses — too many platforms, too much noise. And yet it's a crucial avenue for forging new relationships and strengthening those you already have. If you're not sure how to capitalize on the promise of social media, here's a breakdown of three top channels, the kind of business each might be best for, and top tips for making them work for you.

LinkedIn

LinkedIn isn't just for job hunters; turns out it's a treasure trove for finding customers. In fact, LinkedIn's research shows that nearly 80% of B2B marketers consider the platform an effective lead generation source.1

Who it's best for: While consumer-facing companies can make use of LinkedIn, it's particularly powerful for those in the B2B space.

Key tips for LinkedIn success

1. Make quality connections. As with any lead-sourcing activity, quality is more important than quantity. So focus on people with whom you've interacted before — whether in-person at a networking event or virtually via groups. When you send a connection request, always include a note that specifies where you “met" to make your message stand out.

2. Join groups. There's a group for you no matter what industry you or your customers are in, and there's no harm in trying out various groups to see which are most active or have discussions most pertinent to your business. There's another side benefit to joining groups: You'll be able to bypass LinkedIn's standard requirement that you have to be connected to someone (or have an upgraded account) to send them a message.

3. Publish. It used to be that only LinkedIn Influencers could publish articles, but now most members can. When you publish an article, it appears on your newsfeed and also is added to your profile to be accessed by anyone who visits your page, helping boost your credibility as a thought leader.

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LinkedIn isn't just for job hunters. Nearly 80% of B2B marketers consider the platform an effective lead generation source.

Facebook

If you have a small business page on Facebook, you're in good company. According to Facebook, there are 80 million small- and medium-sized business pages.2 And it appears they are effective, as a whopping 78% of consumers ages 18 to 34 have discovered a product on the platform.3

Who it's best for: Facebook is a must for any small business, with 2.41 billion active monthly users.4 While some teens are turning elsewhere, Facebook remains the social network of choice among millennials, Gen Xers, and baby boomers.

Key tips for Facebook success

1. Invite participation. The algorithm is driven by engagement, so it's important to post content that entices consumers to do more than scroll past. Ask questions and post surveys, then share the results.

2. Participate yourself. Make your page a two-way street by actively commenting on any thread you start. Aim for a response to each commenter, even if it's just a “thanks for stopping by."

3. Prioritize video. Facebook's algorithm favors time spent viewing content, so this is also a great place to show a short how-to video or other relevant content.

Instagram

Facebook's “sister" is on a tear, and marketers are increasingly finding a home here. In fact, nearly three-quarters of companies are currently using the site, up from 66% in 2018.5

Who it's best for: Any company that has a visual element to share — and honestly that could be virtually any company. However, the demographics on this platform tend to skew younger, so prioritize it if your target audience is under 30.

Key tips for Instagram success

1. Quality matters in photos. Make sure your posts stand out for their beauty; cropping and editing to reduce background clutter can make a big difference.

2. Go beyond product shots. Instagram is an ideal platform for showcasing your company's culture, so include employees and behind-the-scenes visuals as appropriate.

3. Utilize Instagram Stories. More and more users are spending their time on Instagram viewing Instagram Stories.The short and digestible nature of this content is a major avenue for businesses to connect with their customers for timely sales, share behind-the-scenes activities, and even live stream.

Overall social media tips

1. Be consistent. Your social media handles and profile photos should be consistent across platforms — ideally, they would incorporate your brand name and logo so you are easily identifiable. However, that doesn't mean your content should be the same. If you do decide to use more than one platform, use the tips above to differentiate your messages.

2. Post regularly. While it can be challenging for any but the most prolific brands to be witty every day (and don't forget, they might have an entire staff devoted to their social media marketing efforts), make an effort to connect with your audience at least once a week.

3. Interact with others. The best way to boost your audience on social media is to be, well, social. Take the time to comment on and share others' posts to keep the dialogue going.

Check out how Synovus engages with our audience on Facebook, LinkedIn, and Instagram. 

Important Disclosure Information

This content is general in nature and does not constitute legal, tax, accounting, financial or investment advice. You are encouraged to consult with competent legal, tax, accounting, financial or investment professionals based on your specific circumstances. We do not make any warranties as to accuracy or completeness of this information, do not endorse any third-party companies, products, or services described here, and take no liability for your use of this information.

  1. Alex Rynne, "10 Surprising Stats You Didn't Know about Marketing on LinkedIn" LinkedIn Marketing Solutions Blog, February 1, 2017. Accessed July 29, 2019 Back
  2. Facebook, Inc. (FB), "Second Quarter 2018 Results Conference Call" July 25, 2018. Accessed July 29, 2019 Back
  3. Mary Meeker, "Kleiner Perkins Internet Trends Report" Kleiner Perkins, May 30, 2018. Accessed July 29, 2019 Back
  4. Facebook Newsroom, "Company Info: Stats" 2019. Accessed July 29, 2019 Back
  5. Michael A. Stelzner, "2019 Social Media Marketing Industry Report: How Marketers Are Using Social Media to Grow Their Businesses," (free downloadable PDF), Social Media Examiner, published May 2019. Accessed July 29, 2019. Back