Pick the Social Media Platform That Brings You Results!

by CHERYL GNAD on January 5, 2018

Pick the Social Media Platform


That Brings You Results!

…Thus Closer To Your Ideal Customer!

Don’t be upset by the results you did not get from the work you did not do. Social media marketing works the same way!

Many companies, large AND small, believe that social media is an easy and FREE system to market on! But this only happens after they have been on the social media platform doing it, working it, and making the relationships! Results are not guaranteed! It takes know-how and consistency with the added efforts to cultivate relationships!

The Questions You Need to Ask

Jumping into any social media platform and throwing posts out everywhere may be hurting you more the helping! Write down some of the questions you think you need answered before making that social media platform choice. Maybe that answer will be here. Take a moment RIGHT NOW, write them down. Then continue below.

Why Do I Need To Be On Social Media As A Business?

This one question you MUST know and believe in the answer or answers! If you are just getting into doing social media for your business because you think you “should” because everyone else is, then you might need help in committing to this. Here are some excellent reasons:

  • It will drive traffic to your website, which is where YOU can make the value of your product or service clear to your customer.
  • It allows feedback from your potential customer, where otherwise you would have to WAIT for them to come into your store and you listen to them one on one. One is easier than the other, yes?
  • Helps your business “show UP” in Google or internet searches! Very valuable for people to find you!
  • Let’s your business look modern, up to date and basically open for business!
  • Helps you to learn more about your customer/audience for marketing research

Does this mean you need to be on all of the popular social media platforms? No, because not each platform is going to fit your business or be MADE to fit. If not done right, it COULD hurt rather than help you.

What ARE the Popular Social Media Platform Choices?


Let’s make a quick list to look at what is currently trending for businesses. 

  • Facebook
  • Instagram
  • Pinterest
  • Linkedin
  • Twitter
  • Google +
  • SnapChat
  • YouTube


I haven’t done thorough research on which order these should be in, but that isn’t the point! The point is, you choose the platforms that YOUR ideal client or customer is participating on. You will need to compare the audiences of each and see which ones match the customers that come to you for business. Let’s consider these questions –

  • Do you serve teens or the elderly, or families with young children?
  • Do you cater to the creative types – like the arts, design, performance, or fashion?
  • Do you serve businesses to improve their business?
  • Are you a restaurant that seeks lots of folks that are interested in sports and entertainment or a quiet dinner where gourmet food and beverages are served with atmosphere?

These type of questions will lead you to know who your audience would be looking for you.

What type of audiences or interests does each social media platform tend to attract?


Facebook is one of the MOST popular platforms out there! When a 2016 study by the Pew Research Center finding that nearly 80 percent of adults who use the internet are found on Facebook, it is a good bet to have a presence here.

You may not fit the “older” community of users (from 25 yrs to 54 yrs are the most present) you might consider having a PAGE for your company just to verify yourself as a legitimate business open at various hours and have the location noted. Basically, just a bulletin board basically, and not invest too much time making regular posts. Just beware though. A Facebook Page that isn’t tended to but looks abandoned isn’t good for you either.

Facebook main purpose isn’t to be a bulletin board for sales and discounts and special hours during the seasons, but a place where you can make relationships and build trust with your potential customers. As a business owner, you want to see results but it takes time and can’t be rushed. Yet there is one way to help it to speed the process up. Facebook ads!

Facebook Ads

This is one of the best advertising tools out there. Facebook’s accumulation of data makes it the go-to for marketing research and ads. It has an indepth report with Insights, and the ad platform behind it. The value of the ads, when done well (note: DONE WELL) will save you money in the long run over any other “AD” form you could use! It does so well, that even GOOGLE values it and brings in Facebook data for its own Google searches and ads! If you plan on doing ads – Facebook is a must!


Instagram is second because Facebook bought Instagram and is “partnered” with it maximize the crowd that each attracts. Instagram does their postings differently. It isn’t TEXT based but imagery based and that leads itself to lots of creativity. Often Instagram posts are SHARED into people Facebook feeds because Facebook benefits from good imagery and graphics in their posts but different than Instagram it is more casual and conversational. Engagement is created differently.

The business that creates “eye-candy” for their followers on Instagram will truly be successful.  59% of the 500 million Instagram users love to scroll through every day, and find images that capture their imagination. This is where branding becomes front and center for the business.

However, there is on caveat. The recent algorithm change has made it more difficult to strategize how to get your images in front of YOUR audience. Also, since you aren’t able to put a HOT live link into the post that drives traffic to your website, it may not be the best tool for website traffic. The ONE live link is in the profile and you can change that as the need arises easily.

An offering or incentive that works well here to gain more interested followers is the use of contests. Be sure to reward the winner with your industry/company gift or discount not something that is unrelated to what you do and just something that is a HOT item – you may attract people who really are only interested in your gift or prize! Not in your business!


Pinterest is an interesting social media platform. Women users dominates this platform.  As a woman, it is very easy for me to get distracted and into other people’s “boards”. Ah! Clue! If you are a business focusing on food, art, home décor, fashion or a similar niche, then this is the social media platform for you! Here is a BIG PLUS, it drives the audience to your website via image links to website. If the viewer wants more clicking on the image sends them directly to the source – the website! THERE the information is available. Careful though. Don’t lose your audience by misleading them to things that they didn’t intend to find – like from a how-to image to a pitch to buy a gadget! Keep your intentions honorable!

For female-focused companies, Pinterest is the way to go because of its significant reach among women; 42% of online women are Pinterest users. 34% of users are between the ages of 18 – 29 and 28% are between 30 – 49, which creates a wide demographic of women who can be reached on this platform.

 — Which Social Media Platforms Are Right For Your Business?


This social media platform isn’t for every business. This is more about YOU as an individual business owner rather than about your business. You are represent in a very professional way – with a resume and events and activities that represent you, and possible articles or presentations that you may present. It gives you the chance to show yourself as the expert, much like Twitter will do for you.

When a company is hiring, this is an awesome social media platform to be found on! Companies are searching Linkedin first to source out potential candidates to come work for them. Your work and experience history is GOLD!

If you are B2B (business to business) business you will be able to research other businesses and have access to the decision makers here. Best to target them through industry, or job title, etc.. Work to build a relationship with these individuals. One of the best ways to begin is to be involved in GROUPS – which are clusters of like-minded people with interests like yours. Don’t pitch though. That will make many turn away from you and spoil all of your efforts!


Twitter is one of the best ways for your content to go viral. Articles, status updates, industry news, are the kinds of posts that get retweeted, and if you have lots of followers, your content gets out there! The challenge is to gain the followers and not to be dependent of making lots of “relationships”. You will, however, get recognition for branding and being an expert. Connection with influencers that enjoy your content is necessary.

Grow your following with content that others will appreciate and they will naturally click the “RETWEET” button. You ask – “How do I get found?” Use hashtags – but only 1 or 2. This is your key to your audiences finding you in their searches. I have searched topics via Twitter search often and find great content to learn more about any particular topic. Twitter audience will do the same for you AND follow you to any other location via a live link too!


Google Plus has gone through a change recently and it is managed by Google My Business. This isn’t one of my favorite focuses in social media, but what I do know is that it is great for SEO – search engine optimization. Your posts are searched readily by Google by the keywords you use and Google + aids in people finding you. Be sure to use the best and often used by others keywords that lead to your articles and posts.

There are some features that are helpful too. One is CIRCLES which connect various people YOU wish to stay in connection with and follow their posts because they fit your niche or area of interest. You can have a variety of CIRCLES of different types of focus. Another is COMMUNITIES – which makes it easy for you to connect with people who have the same interests as you. COLLECTIONS allow you to follow and share around specific topics, so it’s easy to see updates related to just the things you’re into. 


If you want to target the younger crowd from teens to 30 yr olds, this is very popular to that group. If you serve the older generation this is NOT the social media platform. A person or group can create short videos and make them to be very temporary – 24rs. Other social media platforms have adapted the “auto-delete” feature since SnapChat’s beginning, and they are Instagram Stories, Facebook Pages, and Wickr. 

Facebook, SnapChat or Instagram Stories?

If you do Instagram Stories you can cross share those into Facebook and won’t have to do them in Facebook as well. But if you aren’t on social media platform, then you will find Stories on SnapChat. One thing SnapChat is able to do well is the fun graphic overlays to your video that shape the face into funny characters and animals! A good way to bring fun and humorous posts to your audience. I have seen this done successfully with realty agent social media platforms – Instagram and SnapChat.


YouTube is a great place to keep your videos that you create for your business stored! The search engine in YouTube revels with Google! Of course! Google owns YouTube and prefers to do searches from their own apps! Create a Business YouTube channel or page and place valuable video content there and optimize the text area with targeted keywords for the purpose of the video and your business.


There are lots of uses for a great video library that is easily accessed and shared to other social media platforms. Make sure that you have the right to share your video (music or graphic art). Copyrights are serious matters in social media. More and more websites are becoming available that house free to use music content, but be sure you are in the clear – read the fine print!

Something to keep in mind. When you create a video, directly place it into Facebook and directly into YouTube. Facebook will give MORE promotion to your Facebook post than if you shared it from YouTube TO Facebook. Each social media platform would “own” the video and not share the ownership this way and Facebook has preference for that in MOST cases. However, YouTube loves its content to be shared and Facebook users often do, but this kind of content is not promoted nearly as well by Facebook algorithms.

Learn to do ONE social media platform well!

One thing that I mention to my clients that are starting out with their social media – “don’t get in over your head!”  With the availability of so many platforms, it looks so easy to get on and post away! Yet, in time they will find themselves struggling to find time to do a good job and be effective.

When beginning a social media program of advertising, do ONE well! Any platform that isn’t maintained well or lays forever unattended has the appearance that the business doesn’t care and that transfers over to your client feeling like you do not care about her giving you any business! Master one social media platform – most likely Facebook as most social media users are on that platform – get to learn the art of incurring engagement and creating beautiful, educational, and entertaining posts. This will carry over to other social media platforms.

Once you have learned how to handle one social media platform add another, but still remain with those that reach YOUR TARGET audience!

Oh, do you know who they are? If not, you may want to visit

Remember, consistency, planning, time and a little bit of know-how, are your biggest tools to managing a social media marketing campaign.  

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Written by CHERYL GNAD


Cheryl Gnad, of owner/social media consultant with Social Focus by CG, offers coaching and consulting for small businesses looking to incorporate social media into their advertising strategies. She is a self-developed business owner, and a trained social media manager with names like Kate Buck Jr., Amy Porterfield, Kim Garst and Sandi Krakowski. Follow her on Facebook at Social Focus by CG, Twitter@SocialFocusbyCG, and on Linkedin.

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