Social Media Platforms

November 29, 2018

Social media is a fantastic tool to connect with your target audience and market your product or service. But with so many platforms to choose from - Facebook, Twitter, Instagram, LinkedIn, Pinterest, Google+, Snapchat and YouTube – where do you start? Each platform has a different audience and purpose, you need to figure out which platform/s are right for your business and how to utilise them to your advantage. In this blog post we have explored four of the most popular social media websites:


According to Statista, Facebook has 2.27 billion active users. This makes it one of the most widely used social media platforms with a diverse demographic. Users range from teenagers to over 65, with the most active users aged 18-44 (Statista).

Facebook is a popular social media site for both personal and business use. This provides a great opportunity to target potential customers using the platform for personal reasons. Whether they are sharing their most recent holiday photos or keeping in touch with friends, you can target potential customers through subtle advertising that captures their attention. Facebook Ads target users who fall within your set demographics, and more specifically targets consumers who are likely to be interested in your ad based on their social and activity information.

When you have a captive audience, it is important to share interesting and engaging content with them. For example, post pictures of your latest products, or share a link to a new blog post on your website. The aim is to get as many people to engage with you as possible to create a ‘snowball’ effect. The more comments, likes and shares you get, the more you will appear in their friend’s timelines and increase your social media presence.


Twitter currently has 326 million active users worldwide (Statista). Limited to 280 characters, posts on Twitter must be short and casual. This gives your brand the opportunity to communicate with consumers in a conversational tone at a faster pace than other social media platforms.

Twitter can be used to reply to consumers questions or comments, provide information on your latest service or product, share quick thoughts, and drive traffic to your website through links. Hashtags have descended from Twitter and are a great tool to reach a wider audience. If popular enough they will trend on Twitter, increasing your brands visibility. Users can also search hashtags if they are looking for something specific which can lead them to your Twitter account and through to your website.


Hubspot has labelled Instagram as the fastest growing social media network of 2018. This is evident in the stats – it has grown from 90 million users in 2013 to 1 billion users in 2018 (Statista).

Instagram is a photo sharing social media platform which provides three ways to tell your story; by posting a photo or video on your profile, creating an Instagram story and through a link in your bio. Unlike other social media platforms, you can only share one link at a time on Instagram which appears in your bio. Consequently, you need to make sure your bio explains who you are and directs consumers to your website. To attract users to your bio you first need to draw them to your Instagram page through interesting photos, videos and stories.


LinkedIn has 467 million members and it is specifically designed for business and working professionals. Due to its demographic, LinkedIn is very different from other social media sites as user profiles will reflect their job experience, achievements and professional views. The benefit with LinkedIn is that you can be more direct and informative, compared with other social media sites where the aim is to be more light-hearted and casual.

LinkedIn groups are a great way to meet people from your industry, where you can start conversations, ask questions and share information. By sharing your expertise with other professionals, you will gain the trust and respect of peers in your industry.

Depending on your target customers and aims of the business, the social media platforms you choose to adopt will vary. You could opt to use all social media available or specifically focus on one, two or three platforms. The aim is to get the consumer to click through to your website to find out more information and ultimately become a customer.

Contact 2xN here to discuss which social media platforms are right for your business and to find out how we can help manage your social media accounts.

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