When we are planning our strategies it can be easy to get lost and distracted by the features and benefits that each social media network has to offer. I wanted to start this blog post by stating that it doesn’t matter which industry you belong to, the most important element on how you decide which social media platform to use will be given to you by your strategy and objectives. There is no right or wrong platform when it comes to businesses, non-profits organizations and/or government agencies social media presence, what it does exist is a better platform to be on, but again this one can only be determined by having a clear vision of what you want to accomplish.Having that said, it is also extremely important not to ignore the social media platforms and exclude them from our strategy. I would even dare to say that this can be as dangerous as deciding to do social media without a strategy. Just as tip: even if we are unsure of which social media networks will work for our organization it is important to reserve our brand’s name, it doesn’t matter you don’t use Twitter, Pinterest or any other platform that might come out, by creating and saving your name you will prevent future misunderstandings and even legal battles when you try to gain the rights of a handle.

Take a closer look to the infographic that is part of this post. By understanding and knowing who our audience and potential customers are, we will be able to effectively determine where they are, where spend most of their time and which platform they feel it resonates with them in terms of the social media world. Not less important we need to take note that as is indicated above, over 50% Canadians are registered to more than one social media platform, so it is crucial to have a consistent message, look and feel throughout every single platform that we are using.

Another question, we should ask ourselves is what type of content we have available and which platform would be best to use. Remember, the content needs to be tailored for each platform that we are using.

In my opinion, Facebook is an essential network for business, non-profits organizations or government agencies because this platform as the largest Canadian audience also it allows a breadth of content and more conversation options. Non-profit organizations seem to strongly agree with this and 98% of them claim to have presence there. On the other hand, I believe Twitter is key tool for government entities (much less so than for non-profits organizations and some business) because of its informative nature that allows a constant and immediate flow of information to the public. For B2B businesses, I believe that one of the best tools is Linkedin and Google+ whereas for B2C brands their main focus can be Facebook, Instagram and others.

Lastly, what it is indisputable is that without a clear strategy no platform will give us the results that we want and moreover how do you measure results if you don’t know what you want to achieve. I hope that this information will provide you guidance while trying to choose a platform and mapping your strategy.

Also, here are the links for some of the articles that I read and references that I made in this post:

Social Media For Nonprofits–25 High-Impact, Low Cost Opportunities By Brad Aronson

Social Media Marketing for Non-Profits (2013)

Twitter, LinkedIn, Facebook, Google+ or Pinterest: Which #SocialMedia Platforms Are Best Suited for Your Business? #infographic  (2014)