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After Beijing imposed a serious sweeping law, the activist of Hong Kong started deleting their social media accounts.
As the law imposes a great threat to the autonomy of Hong Kong, people are fearful, and this can easily be analyzed by seeing the actions related to the mass deletion of social media accounts.
But such a problem usually arises when people don’t have any means to hide their digital footprint. Hiding the digital footprint is not as tough as it seems.
Today we will give you some amazing tips that will help you to stay safe from such panic and possibly help you to stay away from the trails.Use the internet sensibly
But the government can easily track down your activities by using a smart search algorithm, or they can do this via manual effort. To ensure safety, you should not discuss topics that can cause chaos and anarchy in society.
If you are in Hong Kong, you should start using the VPN immediately as it can protect your data privacy and potentially help you to stay away from the government’s eyes.
Since Hong Kong has been stripped of its autonomy, the users have to be careful about future actions.
Also read: Top 10 IoT Mobile App Development Trends to Expect in 2023Start using the VPN
Staying anonymous in the online world is the best way to protect yourself from such a problem. Using VPN may be the solution and can provide perfect means to protect your identity.
VPN will create a strong layer of security, and all your communications will be done in the encrypted medium.
It will protect your identity from the government officials who are trying to hunt down the people who impose potential threats to society.
Though the use of a VPN can offer a perfect solution, you must know the limits. You don’t have the right to impose a great threat to your government when they are taking care of your needs.
Moreover, VPN allows you to access entertainment content as well that is locked in your country because of licensing issues.
You can easily watch your favorite documentaries and TV shows as well with the help of a VPN. However, one must keep in mind that they should use the VPN only for safety and good purposes.Be aware of political agenda
When such sophisticated issues arise, internet users must be aware of the political agenda. A small mistake can create massive trouble in your life, and this can impose a great threat.
To ensure that your life is not at risk, you must learn about the political agenda of Hong Kong and China. China is the second-largest economy, holds a massive power to control the chaos that imposes a potential threat to its economy.
Stripping of the autonomy of Hong Kong was a classic example. When you search for different geopolitical news, you should be aware of the latest impact and use the VPN. The reason for which you should choose the VPN is to stay anonymous in the eyes of the government.
Though it might seem a hectic process, the VPN will also secure your internet connection by creating an end to end encryption.
It will help you to protect your identity and eventually boost your confidence level to a great extent. So, be careful about your actions and make sure you are not becoming the victim of the political agenda.
Also read: Top 10 Business Intelligence Tools of 2023The future of Hong Kong
The future of Hong Kong is at great stake as China has imposed a great barrier by passing this law. However, the mass deletion of the social media account is a sign of relief for China, and it might hold them off.
But nothing is certain to this point, and everyone should be careful with their internet usage. Just by installing the VPN, they can erase all the digital footprint on the internet and stay tuned with the latest news and information caused by the drastic actions of Beijing.
The news of the law being passed has sent a chill throughout the country, and people have started to panic as well. It was this panic that pushed a lot of social media users to delete their accounts.
Because what was an open speech before has become a crime in a matter of hours. This law was imposed because the people of Hong Kong were questioning the authority for quite a while now, but it seems like the government has found a way to take control of them now.
There were a lot of protests as well, and the police have arrested over 300 people so far. Right now, no one can accurately predict what will happen in the future. We will find out more about it in the coming days as things will unfold.
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To date, there are 3.8 billion active social media users.
That’s a ton of people (more than half the world’s population!).
Which gets us thinking, “social media is a huge platform to market our brand.”
But wait. ✋
Stop right there.
A sentence like that could be the reason you’re not succeeding on your social platforms.
Because the truth is, social media isn’t a single channel.
It’s made up of separate, individual platforms with different audiences.
And each audience has its own unique desires, habits, and goals.
So the next time you’re thinking of copying your FB post and pasting it on LinkedIn…
…don’t do it.
To succeed in social media marketing, you need to deeply understand each platform’s audience, then craft a unique message that speaks to them.
Ready to do that now?
Let’s dive in.Understanding the Audience of Each Social Media Platform (Plus: What to Do to Reach Them)
Think back to the past.
I mean, way back. Before you were a marketer, entrepreneur, or educator.
Which social platform did you use?
Facebook, maybe, to keep up with your friends’ vacation news.
Or Instagram, if you love visual art.
Or maybe it was Pinterest, especially if you’re the creative type searching for inspiring ideas.
And when you started looking for a job or business contacts, I bet you signed up for LinkedIn.
Not all social platforms are created equal.
Here’s how they’re unique.1. Facebook
Facebook is the largest social platform with over 2.7 billion users.
This means it’s a platform founded on the goal to form meaningful connections with other people.
In fact, it’s #1 mission is: to bring the world closer together.
Here’s another stat that proves Facebook is a platform for connections:
Eighty-eight percent of Facebook users go on the platform to keep contact with family and friends.
How to reach people on Facebook:
Focus on building connections.
There’s a ton of ways to do this but one that stands out is creating a living, breathing community of like-minded people.
Just go to Facebook and search in the “groups” section. What you’ll find thousands of groups, depending on what keyword you use to search.
For instance, check out the results for the keyword “fitness.”
Creating your own group is a powerful way to build your authority and grow your reach.
But even if you decide not to, keep this in mind each time your brand posts on Facebook:
Avoid spammy sales language at all costs. Speak to your ideal clients like friends and family.
Connect deeply with them. Help them.
Build lasting relationships with them.
By following this rule, you’ll avoid turning Facebook users off as they visit the platform to connect with friends and loved ones.2. Instagram
Question: what do you do when you’re dreaming of a dip in the ocean, but you can’t go for a swim right now?
If you’re like me, you’d live the pleasure of sand and saltwater in your head.
To do that?
You need a stunning photo of the beach.
And the best place to get it is Instagram, a platform built to allow users to share gorgeous digital photos.
Yup, the pictures on Instagram are stunning.
Just check this out.
Now, here’s the exciting part.
Instagram has over a billion active monthly users.
When you learn about its audience and their desires, you’ll reach a ton of engaged followers.
How to market on Instagram:
Lead with unique, attention-grabbing photos.
Notice the most popular influencers on Instagram?
They say everything they want to say with fewer words and more gorgeous photos.3. LinkedIn
As I mentioned, you probably didn’t have a LinkedIn account as a kid.
I bet you signed up for one when you were ready to showcase your skills and attract a boss or client.
Because unlike other social platforms, LinkedIn is about business connections.
It’s like a huge business event packed with entrepreneurs, educators, marketers, and influencers from across the globe.
Sounds genius, right?
And while it’s smaller than the other social media platforms out there, its 722+ million members are all business.
For example, check out James Altucher’s profile.
How to reach people on LinkedIn:
If you’re on LinkedIn, you already know it’s not the best place for your adorable cat videos.
But you need to go deeper than simply deleting your Gen Z-toned posts.
Take a look at your connections.
What are they looking for?
What do they need?
Nine times out of ten, it’ll be business ideas, people to hire to grow their team, networking connections, and outsourcing options.
And if you create helpful, authoritative content that speaks to their needs, you will get noticed.4. Twitter
Twitter is an essential tool for building a community through social sharing.
And unlike Facebook and Instagram, the shorter your message, the better. (Besides, you can’t write long-form content with a 280-character limit! 😉)
Here’s what a great Twitter post looks like. As you’ll notice, it’s short, meaningful, and memorable.
How to reach people on Twitter:
Infuse your posts with personality. Remember, you don’t have a ton of space to catch attention. Use every word wisely.
Don’t be late on news that’s important to your followers. The sooner you post hot news, the more retweets you’ll get.5. YouTube
Quick question: where do you go to learn how to cook keto cheese bread?
Or play a Taylor Swift song on your new guitar?
Or braid your daughter’s hair for prom night?
If your answer is YouTube, you’re just like me (and the other 2 billion users on the platform).
Because here’s the thing: YouTube is all about learning the fun way. It’s also packed with entertainment, for those dull moments in life when you just need a laugh.
Want proof that YouTube users love the “info-tainment?”
Take Rhett and Link of Good Mythical Morning.
Ever since their first humorous “Mega Tater” videos, they’ve amassed a huge following of 16.8 million subscribers.
And while their content is educational (at times 😉), it’s the laughter they bring that keeps subscribers glued to their channel.
How to reach people on YouTube:
Be helpful and show your worth. But most of all, be entertaining.
People don’t treat YouTube like school. They get on the platform to smile, cry, laugh, and have their hearts touched.6. Pinterest
Ever plan a room renovation, and find out you had no idea how to do it?
What paints matched? What color furniture would you buy? How about the rugs, pictures, and curtains?
If you’ve ever felt confused like this, you probably went to Pinterest for ideas.
I mean, who wouldn’t be inspired by a post like the one below?
That’s the beauty of Pinterest.
You can go there and find inspiration for anything.
Want to wrap your gifts beautifully for Christmas or Valentine’s Day?
Go to Pinterest.
Want to braid your friend’s hair like a Celtic woman’s?
Go to Pinterest.
Out of marketing ideas?
Pinterest has something for that, too.
That’s why we (and its 322 million other users) adore it.
So, how do you engage people on Pinterest?
How to reach people on Pinterest:
Pinterest is a largely visual platform, so be ready with your quality photos and videos. Do something more than just wow your audience.
Show them how to do what they want to do, and do it well.How to Pick the Social Channel That’s Right for You
I know, that was a lot.
Right now, your head might be spinning.
“How on earth can I create all that content?” 🤷♀️
Well, here’s good news for you.
You don’t have to.
You don’t have to jump from one platform to the next, staying up until three in the morning just to put the finishing touches on your 30 different posts.
All you have to do?
Pick one platform and focus 100% on it.
If your brand is all about connections, pick Facebook.
If you create trendy, info-tainment videos, pick YouTube.
If you love visuals and you can portray your brand in stunning photos, pick Instagram.
And so on.
When you’ve chosen, focus on giving people on the platform exactly what they signed up for.
You’ll be surprised at the sudden spike in engagement you’ll get.
All screenshots taken by author, January 2023
With risk comes reward — especially if you stay true to your brand voice and purpose. Let these brand comebacks inspire your next tweet.
Look, Twitter may have a reputation for endless political discourse and ancient memes. And sure, sometimes that’s true. But it’s still an important platform for your brand. Especially if you want to practice the art of risky brand comebacks.
These days, snarky brand Twitter is beginning to feel a little played out. But there’s still plenty of room to make waves with the right online presence. And it’s not limited to Twitter alone. TikTok, Instagram and Facebook offer plenty of space to flex your social personality.
Ready to learn from the pros? Let’s examine some successful social risk-takers who can inspire your brand’s comebacks.
Bonus: Read the step-by-step social media strategy guide with pro tips on how to grow your social media presence.What are risky brand comebacks?
In recent years, brands have cultivated enormous followings by taking huge risks. They’ve gone snarky (Wendy’s), wacky (Moonpie), unhinged (Duolingo) and downright emo (Steakums). These brands have earned tons of coverage from unexpected sources by thinking outside of the box.
The lesson here is that with risk comes reward — especially if you stay true to your voice and purpose. Brand comebacks might mean pushing the envelope, owning up to mistakes, or even taking a political stance.
Risk also might mean, well, being earnest. The days of snarky, sarcastic comebacks are numbered. These days, brands seem to be finding more success by being nice.
But there are still plenty of fresh ways to mix it up online. Here are some of the best comebacks we’ve seen brands make across their social media. Watch and learn.1. Play the heel
You don’t always need to reply to take risks that pay off. Remember, everyone’s scrolling Twitter in search of something to “dunk” on.
— Weetabix (@weetabix) February 9, 2023
The British breakfast barons at Weetabix had a major win by making themselves the butt of the joke on Twitter. Their hilariously off-putting food pic became a massive global trending topic. (We hope it was intentional, but really, it doesn’t matter.)
Lesser brand managers may have deleted the tweet when it was getting mocked. But Weetabix won out by staying the course, even getting in on the banter fest.
Keep up Kellogg’s, milk is sooo 2023.
— Weetabix (@weetabix) February 9, 20232. Join the dogpile (when appropriate)
The genius of Weetabix’s disgusting food pic lay in its ability to unite the crowd. After all, it’s a pretty gross-looking picture (though we’ll admit, we’re a little… curious).
Still, it’s the kind of non-controversial “bad” post that can unite the internet. And plenty of people got on board.
Us: Pineapple on pizza is the most controversial food ever.
Weetabix: Hold my spoon.
— Domino’s Pizza UK (@Dominos_UK) February 9, 2023
The post was mocked by everyone from Britain’s National Rail to an official Beatles museum. The gift company Moonpig put beans on one of their own greeting cards. Competing chicken sellers KFC and Nando’s even engaged in a bit of friendly banter in the replies. Even Pfizer got in on the jabs.
It was a veritable honeypot for brand Twitter, all thanks to Weetabix. But some parties still shouldn’t have shown up. The official Israel account‘s reply, for example, wasn’t exactly well-received.3. Aim for quote-tweets
At this point, the biggest risk you can take on Twitter is putting yourself out there. After all, if your tweet gets a lot of attention, chances are someone will be rude.
But you don’t win big by playing it safe. Instead, if you want attention, try coming up with engagement-bait prompts. If they relate to your brand, even better.
Music festival newsletter The Festive Owl recently had a huge hit with a simple prompt. It paid off, earning over 5,000 quote-tweets and counting.
— Festive Owl (@TheFestiveOwl) August 14, 2023
Again — the risk here is that people might be rude. If you choose to go this route, double-check your prompt and make sure it’s relevant to your brand. If your tweet reeks of desperation, it could backfire.4. Keep it sneaky
There are ways to insert yourself into the discourse without @ing anyone. The folks at Merriam-Webster have proven masterful at this strategy.
It should come as no surprise that one of the world’s most popular dictionaries has a way with words. But their 2023 word of the year was a particularly subtle stroke of genius.
— Merriam-Webster (@MerriamWebster) November 29, 2023
By choosing “vaccine,” the brand broached a hot-button topic without risking any backlash. The real conversations continued in the quote-tweets, but Merriam-Webster got it started.5. Really include the audience
The sugar merchants over at Skittles may be sweet, but they’re not afraid to get a little salty. They’ve included their audience in plenty of hilarious comebacks without being rude.
It works because they make themselves the butt of the joke. For proof, check out this absurd list of thousands of people who complained about a recent change.
Marketing would like to apologize to 130,880 people for taking away lime. Unfortunately, they can’t all fit in a single post.
— SKITTLES (@Skittles) April 5, 2023
And it paid off. Skittles even won Twitter’s official best brand bracket in 2023:
You helped them #RallyForTheRainbow, now last year’s runner-up can officially claim their crown.
— Twitter Marketing (@TwitterMktg) April 5, 20236. Use snark when appropriate
It’s easy to slap a pride flag on your profile picture and call it a day, right? Wrong. The LGBTQA+ community is (rightly) starting to call out brands who don’t walk the walk. One way to show you actually care is to address the trolls when it feels appropriate.
When Xbox unveiled new pride-themed hardware, a Twitter troll replied, “No one asked for this.” Xbox bounced back with a snappy comeback.
Our Pride controller features 34 flags representing the many LGBTQIA+ communities! 🏳️🏳️🌈
— Xbox (@Xbox) June 8, 2023
It wasn’t rude or particularly attention-grabbing. But it was enough of a clapback to warrant daps for Xbox — and plenty of attention for their new controller.
And no one asked for you to reply, but here we are.
— Xbox (@Xbox) June 8, 2023
Again, you don’t have to hold a giant “pick me” sign to engage in critical discourse on Twitter. With sensitive topics, it’s possible to show grace and poise via the art of subtlety.
That’s exactly what the Star Wars Twitter account did to address a toxic faction of its fanbase. The long-running franchise is often targeted by obsessive trolls. With each new release, the account fields nonstop vitriol aimed at actors of color that appear in their projects.
— Star Wars (@starwars) May 31, 2023
After announcing that The Queen’s Gambit star Moses Ingram had been cast in Obi-Wan Kenobi, they were hit with a flood of toxic discourse. The way they chose to respond is particularly compelling. It addresses racist trolls without platforming their hateful rhetoric.
There are more than 20 million sentient species in the Star Wars galaxy, don’t choose to be a racist.
— Star Wars (@starwars) May 31, 20238. Just be nice
If you haven’t noticed yet, the snarky Wendy’s tone seems to be on the way out in the modern Twitter era. Sometimes, “risk” means daring to be different. And makeup manufacturer Glossier is leading the pack.
They’ve cultivated a kind, friendly space online — and that can really stand out. Glossier’s version of brand comebacks include a gentle, relatable tone and plenty of emojis. They stay in tune with Glossier’s mission while delivering excellent customer care.
This was only available for a limited time, but we’re bringing the candle back later this year! Stay tuned 💕
— Glossier (@glossier) August 12, 20239. Go with the flow
Twitter has certainly calmed down as the place for brands to get silly with it. But on TikTok, things can and do get weird.10. Come up with your own idea
The @ramblingsanchez TikTok (now removed) was a fun experiment that will go down in history. But the internet moves fast, and fun ideas can quickly feel stale.
Inspired by these brand comebacks? Use Hootsuite to monitor all relevant conversations and engage your audience (with a bit sass, if appropriate). Try it free today.
Do it better with Hootsuite, the all-in-one social media tool. Stay on top of things, grow, and beat the competition.
Social media is a pillar of many people’s daily lives.
There are 4.65 billion social media users on the planet. That’s 58.7% of the global population, many of whom are using social media as a primary source of information.
From news (and disinformation) to lifestyle tips, decision-making to product research, social media users can gather all the information they need, without ever leaving their platform of choice.
And it’s not just in the U.S. (though 84% of Americans use at least one social media network). China now has more than 1 billion social media users, despite still having roughly 415 million citizens without internet access.
For marketers, these are more than just eye-catching numbers – they’re potential customers. And if you have a proper social media strategy, they can become realized customers.
Unfortunately, it’s not just as easy as hanging out your shingle on Facebook and waiting for the business to come rolling in.
You have to have a strategy to raise brand awareness, connect with potential customers, and engage with your audience. And a key part of that is being in the right place.
For example, if you’re selling retirement homes, TikTok probably isn’t the place for you, as 47.4% of users are under 30.
Similarly, if you want to target native Chinese speakers, Facebook probably isn’t the right platform for you, as it only has 3.3 million users in China.
So, how do you choose where to spend your time (and potential ad spend)?
Unless your company has deep pockets and doesn’t care about results, a shotgun approach, where you try to target everyone, everywhere, at the same time isn’t effective.
You need to consider which channels are right for your audience.
Before you go all-in on one social media site, test several out. See if you’re getting the results you want, and then strategically choose which ones you want to double down on.
In this piece, we’ll look at some of the most popular social media platforms, give you a quick overview of them, and make suggestions about what type of business they might work for.Top 10 Social Media Platforms Compared
MAU* Revenue Launched Headquarters 1 Facebook 2.9 billion $85.96 billion 2004 Menlo Park, CA 2 YouTube 2.2 billion $28.8 billion 2005 San Bruno, California 3 WhatsApp 2 billion $5.5 billion 2009 Menlo Park, California 4 Instagram 2 billion $24 billion 2010 Menlo Park, CA 5 TikTok 1 billion $11 billion 2023 Culver City, CA 6 Snapchat 538 million $1.06 billion 2011 Los Angeles, CA 7 Pinterest 444 million $575 million 2005 San Francisco, CA 8 Reddit 430 million $289.9 million 2010 San Francisco, CA 9 LinkedIn 250 million $12. 4 billion 2006 San Francisco, CA 10 Twitter 217 million $5.42 billion 2003 Mountain View, CA
*Number of monthly active users worldwideThe Top 10 Social Media Apps By Monthly Active Users
MAU* 1 Facebook 2.9 billion 2 YouTube 2.2 billion 3 WhatsApp 2 billion 4 Instagram 2 billion 5 TikTok 1 billion 6 Snapchat 538 million 7 Pinterest 444 million 8 Reddit 430 million 9 LinkedIn 250 million 10 Twitter 217 million
*Number of monthly active users worldwideThe Top 10 Social Media Sites And Platforms 1. Facebook
Headquarters: Menlo Park, CA
Monthly Active Users: 2.9 billion
Founders: Mark Zuckerberg, Eduardo Saverin, Andrew McCollum, Dustin Moskovitz, Chris Hughes
Revenue: $86 billion (2023)
Facebook isn’t number one anymore. Sure, the platform that you connect with your mom, third-grade teacher, and neighbor is still there, and still as popular as ever (even more so, actually).
But now it’s Meta. Or at least the company that owns it, Instagram, and WhatsApp are now Meta, Inc.
The platform has seen a demographic shift, but it’s still the big dog on the social media block.
Some of the leading industries on Facebook include financial services, ecommerce, retail, gaming, entertainment, media, telecom, technology, consumer goods, and automotive businesses.
Consider joining (or creating) groups, using a Facebook Messenger chatbot, or using live video to up your engagement.2. YouTube
Headquarters: San Bruno, California
Monthly Active Users: 2.2 billion
Revenue: $28.8 billion (2023)
Founders: Jawed Karim, Steve Chen, Chad Hurley
The original video social media platform, YouTube maintains dominance in that market. It is currently the second most used platform with 2.2 billion monthly active users.
The potential for reach on YouTube is unrivaled, with 81% of U.S. adults using the platform. The numbers can’t be ignored.
YouTube has a strong user base across all age groups. This includes the difficult-to-reach 65+ demographic, 49% of whom use the platform, second only to Facebook.
YouTube covers all genres from beauty, gaming, and education to DIY home improvements. This is the platform for most brands to invest in, with video being the growing medium for content marketing.3. WhatsApp
Headquarters: Menlo Park, California
Monthly Active Users: 2 billion
Revenue: $5.5 billion (2023) estimated
Founders: Brian Acton, Jan Koum
WhatsApp remains the most popular social messaging app, way out in front of Facebook Messenger.
The closed messaging app might not seem the obvious choice for brands. But consider that SMS has a 98% open rate compared to 20% for email. It’s a captive audience. And, unlike SMS, WhatsApp messages are free to send.
If you use WhatsApp for customer service and retention, you probably already realize its potential for brands is huge and distinctly under-leveraged.
If you can crack WhatsApp, you’ll have a direct marketing channel to your audience.4. Instagram
Headquarters: Menlo Park, CA
Monthly Active Users: 2 billion
Founders: Kevin Systrom, Mike Krieger
Revenue: $24 billion (2023)
Instagram is a social network where product-based businesses, influencers, and coaches can thrive.
Since introducing shoppable posts in 2023, the potential ROI for product-based businesses is higher than ever – not only can B2B’s connect with a massive audience, they can link the product information and sales straight from the Gram.
If your target demographic is under 35, Instagram is a gold mine: 67% of 18-24-year-olds use Instagram, with 67% of Generation Z and 58% of Millennials using the app daily.
Read more Instagram Statistics and Facts for 2023.5. TikTok
Headquarters: Culver City, California
Monthly Active Users: 1 billion
Founders: ByteDance Ltd, Zhang Yiming, Toutiao
Revenue: $11 billion (2023)
TikTok bills itself as “the leading destination for short-form mobile video” with a company mission to inspire creativity and bring joy.
TikTok has certainly struck a chord as it’s the youngest app to market but has already seen incredible growth.
In 2023, after only one year, the app became the fastest growing app worldwide.
Despite attempts to ban TikTok in the U.S. and being banned in India, as of 2023, the app had been downloaded more than 3 billion times globally.
If you want to connect with Generation Z, TikTok is the platform to check out.
In the U.S., 25% of the audience is a teenager or younger. Those users are highly engaged, too; with an average user session of nearly 11 minutes, which is twice as long as Pinterest, the next closest app.6. Snapchat
Headquarters: Los Angeles, CA
Monthly Active Users: 538 million
Founders: Evan Spiegel, Bobby Murphy, Daniel Smith, David Kravitz, Leo Noah Katz
Revenue: $1.06 billion (2023)
If your target demographic is young, you definitely want to get in on Snapchat.
The most active users on Snapchat are 13-year-olds, and they’re spending upwards of 30 minutes a day on the app.
Snapchat is a haven for user-generated content, behind-the-scenes videos, exclusive offers, and influencer takeovers.7. Reddit
Headquarters: San Francisco, CA
Monthly Active Users: 430 million
Founders: Steve Huffman, Alexis Ohanian, Aaron Swartz
Revenue: $289.9 million (2023)
Reddit heralds itself as “the front page of the internet,” and according to Alexa rankings, Reddit is one of the top 20 most-visited sites.
Reddit has a unique blend of content and community, with more than 2.8 million communities or subreddits, dedicated to every topic imaginable.
With so many niches, there’s a place for every brand and business – it’s a matter of finding the niches where your potential customers are active and diving in.
However, be warned: Reddit is a fickle place and won’t tolerate blatant self-promotion.8. Pinterest
Headquarters: San Francisco, CA
Monthly Active Users: 444 million
Founders: Ben Silbermann, Paul Sciarra, Evan Sharp
Revenue: $574 million (2023)
Some of the most popular content on Pinterest includes fashion, food, decor, wedding, workout, and DIY-related pins.
In addition, anything with rich visuals can thrive on Pinterest.
Notably, 60% of Pinterest users are female. If you have a predominantly female audience, that’s a compelling reason to invest time in social media marketing on Pinterest.
That’s not to say that men aren’t on Pinterest – it has a male audience percentage of 40%.9. Twitter
Headquarters: San Francisco, CA
Monthly Active Users: 217 million (2023)
Founders: Jack Dorsey, Evan Williams, Biz Stone, Noah Glass
Revenue: $1.2 billion (2023)
Unlike other social media platforms, Twitter saw a decrease in the number of users in the past year. This may be attributed to the banning of former president Donald Trump and fears of conservative censorship.
As of this writing, the site is in the process of completing a $44 billion sale to Tesla CEO Elon Musk. This announcement led to large fluctuations in follower numbers as the political makeup of the users changed, a process Twitter referred to as “organic” in nature.
In spite of a clear understanding of what the future holds for the platform, if your business is related to entertainment, sports, politics, tech, or marketing, you stand to earn tremendous engagement on this app.
On Twitter, brands have an opportunity to craft and hone their voice. There’s room to be clever and personable, while still being informative and helpful.10. LinkedIn
Headquarters: Sunnyvale, CA
Monthly Active Users: 830 million (2023)
Founders: Reid Hoffman, Konstantin Guericke, Allen Blue, Jean-Luc Vaillant, Eric Ly
Revenue: $8.05 billion (2023)
Within its massive network of professionals, you’ll find more than 61 million users in senior positions on LinkedIn.
If you’re looking for decision-makers who have the power to hire your company, stock your product, or partner with you, LinkedIn is the place to be.
Did you know that the average LinkedIn user has an income more than $2,000 above the national median? Or that 50 million people use it to search for jobs every week?
LinkedIn is a very focused social media platform, and because of that, it has unlimited potential for connecting with an elite group of professionals who can make a difference for your business.Which Platform(s) Should You Use?
Social media is everywhere. And everyone is using it, from your teenage neighbor who’s trying to go viral on TikTok with the latest dance, to your 86-year-old grandmother who’s using Facebook to track down long-lost friends.
But, not all platforms work for every business. So, if you were hoping you’d reach the end of this piece and there would be an easy answer as to which ones your company should be on, well, you’re out of luck.
That’s not to say there isn’t an answer, it’s just that every social media mix will be unique.
Different platforms have different functionality which often makes them more suitable for specific brands and industries.
Are you looking to boost customer engagement? Increase your reach? Create unforgettable brand experiences?
You need to figure out what you want to get out of your social media presence and then determine which strategy will help you achieve those goals.
Be selective, find the platform or platforms your audience is using, and then customize your campaign to reach them.
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Social Media Marketing Learning Path Use a strategic, data-driven approach to improve the effectiveness of your social media marketing activities How will this Learning Path help me and my business?
This structured e-learning activity will help you or your team use a more structured approach to managing and optimizing social media as a strategic communications technique. Examples and benchmarks are discussed from the main social networks including Facebook, Instagram, LinkedIn and Twitter.What is a Learning Path?
Smart Insight’s Learning Paths are our unique interactive online training courses which explain concepts, give examples and test understanding.
We appreciate finding time for skills development is a challenge, and so Learning Paths enables training to be bite-sized, engaging and results orientated since they integrate with our templates to plan, manage and optimize your marketing.
Unlike many online e-learning courses, each module is self-contained, so you can rapidly/quickly access guidance to improve the effectiveness of the marketing activities you are working on right now. Common modules are shared between Learning Paths to avoid duplication of learning material. You can also complete the full Learning Path to earn a CPDSO certification.
As you work through each topic, we recommend and explain the most relevant member resources, so you can download templates to plan, manage and optimize improvements to your website.Accredited learning activities with the Continuing Professional Development Standards Office (CPDSO)
Each Smart Insights Learning Path has been independently assessed and accredited by the CPD Standards Office, so you can be confident that the quality of the learning and assessment experience has been audited and recognized for its quality.Development Objective
Members who successfully complete this Learning Path have the ability to manage and optimize the strategic implementation of social media platforms for marketing communications.
Once you have completed a Learning Path, send an email to [email protected] to request your CPD certificate.Learning Objectives
Identify the benefits of a more planned approach to social media marketing then design and implement a social media plan.
Review the effectiveness of your social media marketing against benchmarks and other organizations then identify improvements to how your social media marketing is managed.
Structure a social media strategy to improve customer lifecycle communications that translates into practical actions and improves your goals.
Review the requirements and features of tools for social listening and put in place a reputation management process to respond to complaints or customer service requests.
Identify how to improve your approach to optimizing the effectiveness of your social platforms, both organic and paid, by reviewing your company page to enhance its effectiveness and defining methods to increase follower engagement through optimizing content for each social channel.
Understand different types of insights you can present in a monthly social media report including the business contribution of social media using reports available in Google Analytics including comparing the follower growth and engagement for your company pages on different social networksHow is the Learning Path structured?
The Learning Path is separated into these topics and modules:Topic 1 – Discover social media opportunities
A planned approach to social media marketing
Audit social media marketing activities
Learn the latest social media developments
Set social media goalsTopic 2 – Planning and governance of social media
Create a social media strategy
Customer service and success
Influencer marketingTopic 3 – Practical social media marketing
Optimize your organic TikTok marketing
Optimize your organic Instagram marketing
Optimize your organic Facebook marketing
Optimize your organic LinkedIn marketing
Using social media to support a marketing campaign
Using social media to amplify linkbait
Optimizing paid social media activity
Reporting on social media effectivenessRoles who will find this Learning Path useful
Company owners and directors working for smaller businesses
Digital marketing managers, marketing executives or specialists responsible for social media marketing
Consultants or agency account managers
How Vision Express developed their social media marketing strategy
In this case study, we talk to Kate Webb, the Online Marketing Manager at Vision Express. Kate talks about how they have developed a strategy and manage social media marketing across the Vision Express teams. Thanks for sharing your experiences, Kate!The response to the growing popularity of social media
How big an impact has the increase in popularity of social media with consumers had on Vision Express?
It’s had quite an impact in terms of time and resource, especially in the early days.
As a company we’re relatively new to social media, we’ve only been active for just over eighteen months. We spent a lot of time during the first 3-6 months listening, watching and learning what consumers were saying about our brand/looking for from our brand, in order to decide on how we should communicate, and where – which platforms.
During this time we have seen both our follower/fan numbers grow, but more importantly the engagement with our customers is increasing and we feel that our customers are really starting to converse with us as a brand.
Since being involved in social media, we have seen an increase in the number of customers who mention us directly, or seek us out, rather than simply mentioning our brand name in passing conversation. To us this is an important development in building our customer relationship.
At Vision Express our social media activities are based on engaging with our existing customer base, we want to improve on relationships, or continue offline relationships, with our customers, online. In the optical industry we have a long purchase cycle, on average our customers come back to us every 2 years, so it is a long period during which to maintain our social media relationships.
“We have found that for probably about 1-2%, of our customer base, social media is their main point of contact with us. The type of communication varies between the different social media platforms, for example we find that Twitter is more of a customer service tool, whilst Facebook is a fun and engaging platform, suitable for promotional outreach”.
There is still progress to be made, especially since social media grows and platforms are developed/changed, but we’re confident we’re on the right track to providing the same high level of service, that our customers get in our stores, online.Social media strategy
What do you see as the key parts of a social media strategy that require management?
I find that too often businesses think that social media is just about posting messages about the company on Twitter or Facebook, or getting an agency in to handle everything for them. But the key to making social media work, for me, is to have a strong strategy behind it, and to manage that strategy.
For me the key areas of focus in this strategy should be:
Brand/Business persona: I feel it’s key to define a persona or personality for your business and to identify how you want to position your brand on social media, is the brand/business fun/funky, calm/serious, sensitive/nurturing or brash/loud? You need flexibility to evolve this over time as your relationship with customers grows.
Goals/Objectives: It is important to ensure that your social media objectives or goals are aligned with that of your organisation. What is it that you want to achieve via social media. For Vision Express, our 3 critical goals are to:
• Add value and service to our online customers, via informative dialogue, responsive customer service and feedback. This also works as a 2-way path, in that we then pass onto our store network all/any feedback we have received from our online customers.
• Engage with our online customers, and build relationships with them. In order to do this effectively, we are working towards a one customer view database, which will enable us to match social media activity to in-store activity by our customers, thus enabling us to provide a tailored approach in our conversations.
• Build brand awareness and consumer knowledge about our service offering. We want our customers to understand our company, and to recognise our values, ethics and personality, online & offline.
Which Platforms?: There are hundreds of social media platforms that we could all be involved in, so it’s key to identify which platforms support your business objectives, and which ones you are going to get involved with. Otherwise resources and communication will simply be spread too thinly.
Analytics/Results: Be this sentiment or engagement levels, reporting on results/analytics needs to be regular, managed and analysed in order to adapt future strategy.Prioritising different opportunities from social
How should a company assess the relevance of different social media opportunities to prioritise their focus?
Having clear objectives and a clear strategy will help. Enabling you, on a case by case basis, to identify what social media opportunities work for which promotion/aspect of the business.
It’s important for any business/brand not to spread their actions/activities too thinly, identify where the majority of your customers are and focus on engaging well with your customers on a few platforms.
As well as identifying which platforms to be active on, it’s important to also understand to what extent you work with these platforms, does your business need/require interactive apps or games? Or is simple communication the key to your social media engagement.
If through doing these engagement activities we acquire customers, then great, but this isn’t our primary focus.Tackling social media listening
Listen, listen and listen some more. Social media isn’t about who shouts the loudest, it’s about engaging in conversation with your customers/prospective customers and about keeping them informed.
There are some free tools which you can use at the very beginning, such as Tweetdeck or Hootsuite, but bear in mind these are often limited to either 1 platform, or to scheduling outreach messages only.
If you are really serious about social media, and I think companies need to be these days, you need to enlist a social media monitoring platform, which will enable you to listen to what consumers are saying about your brand across micromedia (Twitter/Facebook), blogs and forums.
You won’t be able to respond to all consumer mentions, due to forum rules, but you can at least listen and feed this back into the business, so you can modify activities, or continue doing popular ones!
Start small, don’t overstretch your resources, and be realistic about the amount of time/resource and money social media can take up.
A few key things to remember are once you start talking, you need to continue the commitment to maintain the conversations, and ensure you gain inter-company awareness, there is nothing worse than talking to a customer via Twitter, and then having them go into store to be presented with “We’re on Twitter? I didn’t know that”.
You will also need to get to know your customers, the ideal solution here is to integrate social media activities into your core customer database, so you have one customer view, but this can take time, money and resource. In the interim, the better social media monitoring tools these days are offering engagement platforms, which allow you to add notes and assign tasks, so you can build up a reasonable knowledge of your social media customers.How to manage social media?
Where do you think the responsibilities for managing social media marketing in a company should lie? How is it managed at Vision Express?
By spending our first 3 to 6 months listening to what our customers were saying about our brand/looking for from our brand, we managed to identify that our social media activities needed to be part of the whole business, not just an ‘add-on’ to our marketing activities.
It is important that social media activities have management ‘buy-in’ in any business. It needs to be integrated into core business activities if it is going to work properly.
To integrate these activities into different departments correctly requires management support, the management structure need to understand why/how/who social media impacts on and affects both internally and within our customer base.
As a result, so far, we’ve integrated social media into a couple of key departments within the business, with the Online Marketing team as social media ‘owners’, in that we will identify the next strategic steps, bring in agency support, provide understanding of new developments and report on analytics and progress.
To have social media as purely a marketing tool/activity, will restrict a business in providing the right level of customer care, and will lead to sporadic/untimely and unfocused outreach.
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