By Kelsey Jones
Believe it or not, not every company needs a profile on every single social media or social bookmarking site. But focusing on social networking sites that can offer the best engagement results for your industry and business, you can cut down on the stress and energy it would take to try to keep updated profiles on 10 or 15 sites, all at once.
LinkedIn: LinkedIn pages usually best for B2B businesses, especially since it is a professional networking site. It is also a great resource for human resources departments to recruit talent, post jobs, and check out profiles. LinkedIn groups are a great way to connect industry professionals or enthusiasts. Additionally, LinkedIn Answers can help employees provide their company with a more reputable business image.
Facebook: Facebook pages are usually best for B2C businesses, but B2B businesses can also find success. Because Facebook is comprised of users that use the site mainly for personal use, posts need to be more entertaining, interesting, and laidback (this is one of the main reasons by it is more successful for B2C businesses.
Twitter: Usually best for professionals to individualize themselves and provide a personal face to their company, as well as B2B organizations and efforts. In some cases, retail store businesses may not find success with Twitter, especially if they are a small business with only a few locations. Small businesses are usually more successful on Facebook. If a B2C company is on Twitter, they can be more successful tweeting coupon codes or other incentives instead of constantly trying to drive conversation. Twitter should be updated daily, so keep that in mind as well.
Pinterest: Best for retail businesses and e-commerce websites or creative service-based businesses, such as interior designers and department stores. However, not all retail businesses will find success with Pinterest, especially if their products aren’t “pretty” (e.g. a store that only sells screws and nails).
Social Bookmarking Sites: Sites like Reddit, StumbleUpon, or Digg are good for companies that have a creative and engaging online presence, like a blog or linkbait. Only links to content that aren’t self-marketing will find some success with social bookmarking sites. For instance, don’t bookmark MetalNails.com, but do bookmark “10 Crazy Photos of Metal Nail Art.”
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