What Platform Should My Company Be On? Part 2

Pros:

• Unlike other platforms, Twitter doesn’t use an algorithm that determines how many of your followers will see your post. If your followers are scrolling, they’ll see it (although whether they take action is up to you!).
• Tweets can be crafted quickly. The character limit means that you don’t have to worry about writing and editing a lengthier post.
  • When each tweet is based on a succinct thought, it takes only a few moments to compose, and tweets can be proofread equally quickly.
• Businesses shouldn't feel limited to connecting with potential clients. According to an experiment by Wordstream, Twitter is an excellent way to engage with other businesses and industry experts as well.

Cons:

• Twitter demands that you stay up to date. While scheduled tweets can definitely be beneficial, you need to recognize the importance of @replies and organic tweets in response to ongoing discussion related to your industry. For small organizations, this might not be the best option.

• Posts should focus on more than just your company. On their site, Twitter cites how when Netflix posted a link to an article on women inmates, it led to a higher ROI than a banner ad for the show “Orange is the New Black”. If you don’t have the time to branch out and research the most creative options for your company’s advertising needs, this platform might not be the one for you.     

Pros:

• YouTube is the second largest search engine in the world. Approximately 33% of all online activity is spent watching video content, and that 75% of users visit a marketer's site after viewing a video. More than 50% of total internet consumer traffic went through YouTube in 2014.
• Youtube videos are easy to embed in your website, and can be incredibly effective for sharing on social media. This is true whether you’re sharing the full video or repurposing and uploading snippets to get a higher reach.
• Social Media Examiner notes that due to profile pictures and statuses, Youtube can also be seen as a social network, in addition to a search engine and video repository. We’d add that likes, comments, and shares solidify this even more.

Cons:

• On YouTube, it can be easy to conflate popularity with results. It’s important to decide the goals related to your campaign, and tailor the style of your video accordingly. For example, an entertaining video might garner likes and attention, but if your goal is sales conversions and your video fails to achieve that, you will not meet your campaign goals.

• You need the resources to publish consistently. Content needs to be published consistently to build a following. If you’re not sticking to a highly dense schedule (ie. you’re posting weekly or monthly updates rather than every few days), you can gain benefits by posting on a regular schedule--subscribers and unsubscribed fans alike will be more likely to check back on your site for updates.

Pros:

• While users may spend less time on LinkedIn than they do on other platforms, but they are not merely casually browsing. They’re looking for information to help their careers and businesses. For example, 80% of LinkedIn members want to enhance their decision making by connecting with other companies.

Cons:

• Since Linkedin is focused on business, it might not be best for marketers seeking to engage with a younger audience, or aiming to distribute content that is not business-related.

• You’ll need to do some research to truly find out whether your audience is on LinkedIn - going based on age groups or general demographic data isn’t enough, due to the website's more niche and professional nature.