By: Jim Moul
It’s safe to say that social media is going to be a part of your business’s marketing approach for some time. With new platforms popping up seemingly every week, it can be hard to decide which ones to spend your time on. While the choice ultimately comes down to the individual business, thinking about your targeted audience demographic can help you narrow things down.
Facebook is still the most widely used social media platform in existence, with more than 2 billion users worldwide. In today’s world, a business without a Facebook page looks antiquated and obsolete—it’s important that your business have one. Your Facebook page will direct a lot of traffic to your website, and it will boost your online engagement as a whole. Plus, Facebook boasts the most varied age range of users, as young people, middle-age adults, and those in the 55-and-up demographic are all on the platform.
Instagram is ideal for visual content—photos and videos—and is growing more popular by the day. The motorcoach operator may be able to use travel and tourism photography and videos to their advantage via Instagram. Be aware, though, that Instagram users tend to be a bit younger than those on Facebook and other outlets; most users are between 18 and 30 years old.
Twitter is the most immediate of all the social media outlets, and it is ideal for engaging with your audience in a real-time, rapid way. If your motorcoach business puts out a lot of announcements, news releases, and trending stories, Twitter may serve you well. It’s also a very young outlet, though, as the vast majority of users are under 40 years old.
Videos are one of the most effective marketing tools at your disposal. If you’re in the business of using video to promote tours or showcase your offerings, YouTube is the platform for you. Plus, your website, Facebook page, and other social media outlets can link to your YouTube videos very easily, generating further engagement.
LinkedIn has many users—more than 450 million—and it is the most professional of all of the social media outlets. Your business can share text, photo, and video content on your page, and LinkedIn may reach a slightly older audience than other platforms can. However, LinkedIn is often most effective for business-to-business relations, rather than business-to-customer. On the whole, the motorcoach operator is likely to get more engagement elsewhere.
Pinterest is a digital bulletin board that lets the user “pin” content to various boards of their choosing. It can be effective for visual-based markets, including travel and tourism. Pinterest’s user base is largely female, and the majority of users are young adults to middle-age individuals.
Don’t worry—your business doesn’t have to use all of the social media platforms out there. By choosing two or three that are most relevant to your target audience, you’ll be utilizing social media in the most effective way for your business.
Jim Moul is a freelance writer based on the East Coast.