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The social media landscape is constantly changing. With new channels, tools and algorithms being introduced at an increasingly rapid pace, it can be difficult for organisations to keep up.

Social media is a key ingredient in successful digital marketing strategies, with 80% of marketers believing it can help gain valuable customer insights - according to Hootsuite’s 2022 Social Trends Report.

But with so many different channels to choose from, how do organisations know which ones they should be using? We’ve created a short guide below to help you select the right social channels for your strategy.


Link back to your objectives

Starting by understanding how your selected social channels will help you achieve your objectives is vital. And if you can’t explain why a channel will help you reach your goals, then that’s a clear-cut sign that you shouldn’t be using it.

If your strategy objectives are to do with building awareness, then you’ll want to consider choosing well-established platforms with large audience numbers, like Facebook and Twitter, to help you target the widest possible audience. Or if you’re looking to generate new leads, LinkedIn takes the top spot from a B2B perspective due to its intelligent targeting functionality.

Whether your goals are to do with brand awareness or lead generation, don’t forget that paid promotion is one of the key tools for extending your reach and creating conversions. So make sure to research the social media advertising options that are available to you and within budget.


Be in the same place as your target audience

Once you’ve connected your channels to your goals, you’ll then need to consider where your audience is spending their time online. For example, having a TikTok channel could be a huge waste of time and effort if your target audience isn’t specifically aged 18-30. As a matter of fact, we’ve got a little more to say about the relevancy of TikTok in marketing here

If you’re not sure which channels are right for your target audience, HubSpot’s State of Social Demographics report is a good place to start. These data-driven insights will help you choose the right channels for reaching your desired audience in the right place, and at the right time. It’s also a good idea to use a social listening tool to help you understand who your current social media followers are and which channels are worth keeping (and which aren’t)! We use HubSpot for this at Eleven, but there are plenty of others to choose from – Hootsuite, Sprout Social and Buffer to name a few…


Take into account where your competitors are

Understanding what your competitors are doing, and where they’re doing it, is also key to shaping a successful social media strategy. So it’s important to set aside some time to research your competitor activity across various social channels. Discovering what kind of content they post, how often they post it, and what sort of engagement they tend to get can help you to build a tactical plan of action and manage your own expectations.

Audience listening tools such as Buzzsumo can also be helpful to use at this stage. It’ll let you analyse your competitors’ activity and engagement within each channel and help you understand where they have the most impact and influence.


Consider your content

There are several different types of content you can share on social media. And some will be better suited to certain channels than others.

For example, if you’re looking to build an aspirational and visual brand story then Instagram is the place for you. But if you want to share articles that will help to establish your organisation as a thought-leader within your field, then LinkedIn would be far better suited.

As you’ll likely have many different forms of content you’ll be wanting to share, you should be using a mix of two to three different social channels as a minimum. But avoid signing up to every social media channel you can think of, as this will likely spread your time and resources too thin.


Now you’ve completed the above steps, you’ll be ready to start sharing impactful content to captivate your audience. And if you’re looking for support with shaping your social media strategy in the coming months, get in touch.

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