How Social Media Goals Vary by Platform

how social media goals vary by platform

How Social Media Goals Vary by Platform

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If social media marketing isn’t part of your current marketing strategy, it definitely should be. With more than 3.96 billion people using social media worldwide it’s one of the most effective ways to reach new and current customers. But social media and social media marketing are two intimidating beasts many newcomers and business owners simply don’t understand or know how to navigate. 

One common mistake made in social media marketing is using one universal marketing strategy for all platforms. Though there are some common social media marketing goals you should set for your overall strategy, each platform is different from the next and so are their audiences. Your marketing goals should be specifically designed for each platform and its audience. Before we dive into the most popular social media platforms today and what your goals should be for each of them, let’s take a look at five quick objectives that apply to your overall social media marketing strategy.

Your social media marketing goals should be to:

  • Increase brand awareness.
  • Educate people about your industry.
  • Generate leads or sales.
  • Grow your brand’s audience.
  • Boost community engagement.
  • Drive traffic to your website.

Now that you know what your overall goals are for social media, let’s take a look at how to apply these goals as well as the different goals for each platform that help you achieve your marketing plans.

Facebook

Facebook is by far the largest social media platform in the world. The platform hosts 190 million users in the US alone with 3.3 million of those users located right here in Mississippi. Of the various audiences for each platform, Facebook has the widest reach and variety of users. If you were to choose just one social media platform for your business, Facebook would be the one. It offers the widest range of content options for posting and it’s the best place in social media to pay for advertising. Its integration with Instagram means you have the option to advertise your brand on two platforms at once, reaching a wider audience. You’ll also find everyone from grandmothers to middle school teens on Facebook, unlike other platforms that have more specific audiences. Facebook also partners with Shopify to offer shopping straight from your page if your business sells products online. 

Instagram

Though it’s owned by Facebook and shares some features and advertising options, Instagram is still a different platform that holds its own. A place for sharing your favorite images and videos, Instagram is where the younger audiences go to act out their modeling dreams with perfectly planned shots and selfies while the older audiences use the platform to post simultaneously to Facebook and keep up with what their children and grandchildren are up to. Both younger and older audiences love Instagram for shopping and for the many Stories features. Instagram audiences are a bit more laid back so it’s a more fun place for posting. From staff and behind-the-scenes videos to pictures of completed client projects, Instagram is the place for your brand to be seen. 

LinkedIn

Linkedin is the social network for professionals. This isn’t the place for posting fluff or silly stuff. LinkedIn users are business pros who are there for connecting with colleagues and other professionals in their field, to find motivation for their work goals, or to find new employment opportunities. Motivational quotes or the occasional work-related meme are as fluffy as content gets on LinkedIn. These users are here for specific reasons and don’t typically spend a lot of time scrolling through the feed aimlessly like many Facebook users. They are on a schedule and are looking for what you have to offer them to help them reach their potential. LinkedIn is, however, the perfect place for sharing your website’s articles (if they are work-related or helpful information) and for establishing yourself as an expert in your field. 

Twitter

Twitter is the place for conversations and sharing information. Your content here must be short, sweet, and limited to 280 characters. It must also ignite conversation and engagement if you want your content to gain attention here. Sure, you can share memes, quotes, images, and videos, but if they aren’t starting a conversation, they won’t get much traction on Twitter. 

Snapchat and TikTok

Though each of these platforms is different with different content goals, Snapchat and TikTok do share some similarities with their audiences. Both appeal to a much younger crowd than other platforms and both platforms are for posting short, fun, creative visual content. 

Ready to navigate through the roaring waters of social media and crush your 2021 marketing goals? Momentum Consulting can help you reach your destination. Click here to get started by requesting a free half-hour consultation with our CEO, Hilary Hamblin. 

If social media marketing isn’t part of your current marketing strategy, it definitely should be. With more than 3.96 billion people using social media worldwide it’s one of the most effective ways to reach new and current customers. But social media and social media marketing are two intimidating beasts many newcomers and business owners simply don’t understand or know how to navigate. 

One common mistake made in social media marketing is using one universal marketing strategy for all platforms. Though there are some common social media marketing goals you should set for your overall strategy, each platform is different from the next and so are their audiences. Your marketing goals should be specifically designed for each platform and its audience. Before we dive into the most popular social media platforms today and what your goals should be for each of them, let’s take a look at five quick objectives that apply to your overall social media marketing strategy.

Your social media marketing goals should be to:

  • Increase brand awareness.
  • Educate people about your industry.
  • Generate leads or sales.
  • Grow your brand’s audience.
  • Boost community engagement.
  • Drive traffic to your website.

Now that you know what your overall goals are for social media, let’s take a look at how to apply these goals as well as the different goals for each platform that help you achieve your marketing plans.

Facebook

Facebook is by far the largest social media platform in the world. The platform hosts 190 million users in the US alone with 3.3 million of those users located right here in Mississippi. Of the various audiences for each platform, Facebook has the widest reach and variety of users. If you were to choose just one social media platform for your business, Facebook would be the one. It offers the widest range of content options for posting and it’s the best place in social media to pay for advertising. Its integration with Instagram means you have the option to advertise your brand on two platforms at once, reaching a wider audience. You’ll also find everyone from grandmothers to middle school teens on Facebook, unlike other platforms that have more specific audiences. Facebook also partners with Shopify to offer shopping straight from your page if your business sells products online. 

Instagram

Though it’s owned by Facebook and shares some features and advertising options, Instagram is still a different platform that holds its own. A place for sharing your favorite images and videos, Instagram is where the younger audiences go to act out their modeling dreams with perfectly planned shots and selfies while the older audiences use the platform to post simultaneously to Facebook and keep up with what their children and grandchildren are up to. Both younger and older audiences love Instagram for shopping and for the many Stories features. Instagram audiences are a bit more laid back so it’s a more fun place for posting. From staff and behind-the-scenes videos to pictures of completed client projects, Instagram is the place for your brand to be seen. 

LinkedIn

Linkedin is the social network for professionals. This isn’t the place for posting fluff or silly stuff. LinkedIn users are business pros who are there for connecting with colleagues and other professionals in their field, to find motivation for their work goals, or to find new employment opportunities. Motivational quotes or the occasional work-related meme are as fluffy as content gets on LinkedIn. These users are here for specific reasons and don’t typically spend a lot of time scrolling through the feed aimlessly like many Facebook users. They are on a schedule and are looking for what you have to offer them to help them reach their potential. LinkedIn is, however, the perfect place for sharing your website’s articles (if they are work-related or helpful information) and for establishing yourself as an expert in your field. 

Twitter

Twitter is the place for conversations and sharing information. Your content here must be short, sweet, and limited to 280 characters. It must also ignite conversation and engagement if you want your content to gain attention here. Sure, you can share memes, quotes, images, and videos, but if they aren’t starting a conversation, they won’t get much traction on Twitter. 

Snapchat and TikTok

Though each of these platforms is different with different content goals, Snapchat and TikTok do share some similarities with their audiences. Both appeal to a much younger crowd than other platforms and both platforms are for posting short, fun, creative visual content. 

Ready to navigate through the roaring waters of social media and crush your 2021 marketing goals? Momentum Consulting can help you reach your destination. Click here to get started by requesting a free half-hour consultation with our CEO, Hilary Hamblin. 

Ready to navigate through the roaring waters of social media and crush your 2021 marketing goals? Momentum Consulting can help you reach your destination. Click here to get started by requesting a free half-hour consultation with our CEO, Hilary Hamblin.