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Whether your business is traditional or entirely online, whether you sell your products to the general public or whether you are a B2B service provider, whether your company is an international brand or a start-up in creation, your presence in social networks must be modulated according to:
1. The audience you want to target
2. The goals you want to achieve
3. The intrinsic qualities of your business
There is not only Facebook in life so which social network is adapted according to your type of company?
Facebook: to convey emotions and target your audience
Facebook is suitable for:
1. Brands with a strong ability to produce emotion (ex: Coca-Cola, Starbucks …)
2. Companies able to publish highly shareable content (eg National Geographic with its exceptional photos of animals and landscapes, GoPro with its videos, Buzzfeed with its viral articles)
3. Companies with assets in terms of videos, visuals and photos: 93% of the most shared publications include a photo
4. Companies using Facebook as channel to broadcast special offers, coupons and contests.
5. B2B companies with a budget to use Facebook’s advertising platform to target their audience and push their content.
Your business will not succeed on Facebook if:
1. You only relay internet communication or purely promotional content.
2. You do not have time to develop a community, to create and relay content on a daily basis.
3. Your company has not set a clear goal and / or does not know how to calculate ROI.
4. Therefore, you will not release a budget to support your action on Facebook.
Twitter: to reach influencers
Twitter is suitable for:
1. Companies and media with assets in terms of content to share.
2. Freelancers, agencies and consulting firms wishing to demonstrate their expertise.
3. B2B companies wishing to connect with influencers in their field (journalists, experts, bloggers …).
4. Start-ups wishing to connect with influencers and publicize their solutions.
5. B2C companies able to produce emotions, expectation and virality through their content and products.
6. Brands capable of conveying emotions (eg Oreo, Apple …).
Your business will not succeed on Twitter if:
1. Your company does not turn into a creator of content that can interest your target.
2. You do not put the necessary resources from the start to emerge from the 1000s of accounts.
Youtube: to transmit knowledge and tell a story
Youtube is suitable for:
1. Brands able to stage themselves visually and play the storytelling card.
2. Companies capable of creating videos that create emotions: to make people smile, surprise, move.
3. B2B companies able to produce tutorials to address the problems of their customers.
4. The ecommerces: the video (eg a test product) is an element that reassures the buyer in his research before purchase.
5. Media, music groups, artists, filmmakers, naturally adapted for video.
Your company will not succeed on Youtube if:
1. You make promotional videos: only videos that create emotions around your brand or answer your customers’ questions will help you achieve your goals.
2. You are looking for “shots”: without subscribers, it is extremely difficult to create a viral video .
3. You do not keep a regular spread rhythm on the length.
Dailymotion: to reach an audience in France and Europe
Dailymotion is suitable for:
1. Brands, ecommerces, B2B companies, media and artists wishing to communicate in France and Europe essentially.
Instagram: to convey emotions through the image
Instagram is suitable for:
1. Brands able to develop a storytelling and generate emotions
2. B2C companies have products that naturally generate desire: shoes, jewelry, travel …
3. Companies cut for the visual: difficult to be on Instagram for a recruitment firm in banking or insurance. A brand in fashion, food, automotive, tourism, will obviously have more chances to experience success on a visual network skillfully using the emotional power of the image.
4. B2B companies with a budget to use the Instagram advertising platform to target their audience and push their images.
Your business will not succeed on Instagram if:
1. You do not develop a strong visual brand image combining quality, creativity and storytelling.
2. You do not use all the levers to get out of the mass: content, cross-promotion, collaboration with influencers, advertising campaigns.
Google+: to reach men and techies
Google+ is suitable for:
1. Brands and companies that can become media and create content.
2. B2C brands and companies with highly shareable photo content.
3. B2B companies with a “techno” dimension or aimed at a rather masculine population.
4. Companies with an interest in looking after their SEO: Google+ is strongly integrated with the various Google services.
5. Start-ups wishing to connect to bloggers, marketers and early adopters on a platform still open to newcomers (although emerging is not easy).
Your business will not succeed on Google+ if:
1. You do not have faith
2. Only publish from time to time: Some businesses do very well on Google+ and benefit from the lack of competition.
Pinterest: to target women
Pinterest is suitable for:
1. Companies with high quality visual content (eg Women’s Journal, Cartier …)
2. Companies targeting women and moms: fashion, jewelery, crafts, travel, food most shared topics on Pinterest.
3. Ecommerce with products with intrinsic visual qualities: 70% of the pines are linked to purchase intentions.
4. B2B companies able to transform their expertise into visual knowledge: computer graphics, diagrams, graphics …
Your business will not succeed on Pinterest if:
1. You do not have visual content and quality photos
Snapchat: to communicate live with your customers
Snapchat is suitable for:
1. Companies and brands wishing to connect to a young population under 25 years old.
2. Companies able to play with the notion of instant and real time to disseminate their content and offers.
3. Brands able to play with the Snapchat communication codes (images with captions, videos, stories) and offer added value through these content with limited lifespan: lol content, special offers, dives in live events , videos showing the reverse of the sets (of a shoot, a factory, a parade