Social Media, How Can I Use It Properly for My Business?

We here at E.A.G. Advertising get asked frequently, what social media platform should I use, how often should I be posting, how much ad spend, if any, should I allocate to social media? 

All are valid questions, but first we need to know who your audience is, where they are located, what your business goals are and then we can determine what social media platform would be best for your business.

Social Media is a great way for you to promote your business and it needs to be done properly.

If you are too busy to manage your social media correctly, you should consider hiring a social media manager or outsourcing your social media management to an agency.

To assist with some basic social media information/trends, here is some high level

information on Social Media Platforms:

What social media platform does my demographic mostly use?

While individual preferences can vary, certain demographic groups tend to use specific social media platforms more frequently.

Facebook:

1. Demographic: A diverse user base, but particularly popular among adults of all ages.

2. Usage: Commonly used by individuals aged 25 and older, with a significant presence of older adults.

Instagram:

1. Demographic: Skews younger, with a strong presence among users aged 18 to 34.

2. Usage: Popular among millennials and Gen Z, known for its visual and lifestyle content.

Twitter:

1. Demographic: Diverse, with a slightly higher representation of urban users.

2. Usage: Widely used by professionals, journalists, and individuals interested in real-time updates. Skews toward younger adults.

LinkedIn:

1. Demographic: Professional and business-oriented, used by a more mature audience.

2. Usage: Popular among professionals, job seekers, and those interested in networking and business-related content.

Pinterest:

1. Demographic: Skews towards a predominantly female user base.

2. Usage: Popular among individuals looking for inspiration, DIY projects, and lifestyle content.

Snapchat:

1. Demographic: Skews younger, particularly popular among Gen Z.

2. Usage: Known for its ephemeral content, used for sharing short-lived photos and videos.

TikTok:

1. Demographic: Skews younger, with a significant presence among Gen Z.

2. Usage: Known for short-form videos, popular for creative and entertaining content.

It's important to note that these are general trends, and there can be significant individual variation. Additionally, social media usage patterns can change, and new platforms may emerge, influencing demographics over time.

How frequently should I post on social media?

The frequency of posting on social media for your business can depend on various factors, including the platform you're using, your industry, and your audience's preferences.

There's no one-size-fits-all answer, but here are some general guidelines for popular social media platforms:

Facebook:

1. Posting frequency: 3 to 10 times per week.

2. Aim for consistency, and consider the engagement levels of your audience when determining the optimal posting frequency.

Instagram:

1. Posting frequency: 3 to 7 times per week.

2. High-quality visuals and engaging captions are crucial on Instagram. Use Stories and Reels to add variety to your content.

Twitter:

1. Posting frequency: 5 to 15 tweets per day.

2. Twitter is a fast-paced platform, and frequent updates are common. Mix content types, including tweets, retweets, and replies.

LinkedIn:

1. Posting frequency: 1 to 5 times per week.

2. LinkedIn is often used for professional content, so focus on quality over quantity. Share industry insights, articles, and updates.

Pinterest:

1. Posting frequency: 5 to 30 pins per day.

2. Pinterest rewards consistent pinning. Create and share visually appealing pins regularly.

YouTube:

1. Posting frequency: 1 to 3 videos per week.

2. Consistent video content can help grow your audience on YouTube. Quality and relevance are crucial.
   

Remember that these are general guidelines, and it's important to monitor your analytics to see how your audience responds to your content.

Engagement metrics such as likes, shares, comments, and click-through rates can provide insights into the effectiveness of your posting strategy.

Ultimately, finding the right posting frequency is a balance between maintaining an active presence and providing valuable, meaningful content to your audience.

How much of my ad budget should I allocate to social media?

The allocation of advertising budget across social media platforms depends on various factors, including your overall marketing objectives, target audience, industry, and the specific goals of your advertising campaigns.

There isn't a one-size-fits-all answer, and it's important to consider the unique characteristics of each platform and how they align with your business.

Here are some general considerations for allocating advertising budgets on social media platforms:

Understand Your Audience:

1. Identify where your target audience is most active. Different platforms attract different demographics, so understanding your audience is crucial.

Set Clear Objectives:

1. Define your marketing objectives, whether it's brand awareness, lead generation, website traffic, or product sales. Different platforms may be better suited for different goals.

Consider Platform Strengths:

1. Each platform has unique features and strengths. For example, Instagram is visual-centric, Twitter is good for real-time updates, and LinkedIn is focused on professional networking. Align your content and goals with the strengths of each platform.

Test and Iterate:

1. Allocate a portion of your budget for testing. Run small campaigns on different platforms and analyze the results. Use the data to refine your strategy and allocate budget more effectively.

Budget Distribution:

1. Allocate your budget based on the size and importance of each platform for your business. Consider factors such as user engagement, ad formats, and targeting capabilities.

Competitor Analysis:

1. Research your competitors and see where they are allocating their advertising budgets. While you shouldn't copy their strategy outright, understanding industry trends can provide insights.

Ad Types and Formats:

1. Different platforms offer various ad types and formats. Allocate budget based on the types of ads that align with your campaign goals.

Seasonal Considerations:

1. Depending on your industry, there may be peak seasons where certain platforms are more effective. Adjust your budget allocation accordingly.

Monitor Performance:

1. Regularly monitor the performance of your campaigns on each platform. Adjust your budget allocation based on which platforms are delivering the best results.

E.A.G. Advertising runs multiple social media paid and organic campaigns for our clients.  We have budgets ranging from $400 a month to over $10,000 per month. Each business has a different goal, and our budget recommendations are personalized to each business we work with.

Remember that a balanced and diversified approach is often effective. While some platforms may be more prominent for your business, having a presence on multiple platforms can help you reach a broader audience.

Additionally, social media advertising is dynamic, so be prepared to adapt your strategy based on evolving trends and platform updates.

Whether you’re about to launch a new project, need advice on expanding your business, or would like a timely tip on matters big or small - E.A.G. Advertising is your go-to source.

Contact EAG Advertising today to set up a meeting and find out more about what we can do for your business.