Business owners and brand managers who did not get around to making a New Year’s resolution for 2017 should think about consolidating their social media assets down to a few meaningful platforms. Although having a widespread social media presence is not a bad idea, the time, effort and investment required to service all social networking accounts may eat away at your business resources.
According to a survey published by AllBusiness.com Facebook will continue to be the most popular social network in 2017. Nearly 70 percent of social media netizens choose Facebook as their favorite network; surprisingly, the second most popular is not Twitter. LinkedIn accounts for almost 40 percent of total social media usage, followed by Twitter with 34 percent and Instagram with 27 percent.
If you feel tempted to focus your social media marketing efforts on Facebook for 2017, you are not alone: 50 percent of American business owners plan to do so as well, and herein lies the problem: internet marketing analysts believe that this network is becoming too crowded and competitive. To this effect, most brick-and-mortar businesses will probably benefit from being active on Facebook; however, B2B companies should not ignore LinkedIn as a marketing platform.
Owners of micro businesses such as hot dog carts and food trucks find that a website and a Twitter account are their best options. Fashion boutiques and other businesses that thrive on visual content are better off using Instagram. Companies that mostly cater to members of the Millennial Generation should not ignore the power of Snapchat.