A question I am often asked is, “Which social media platform should I use to connect with my audience?”
The answer is that it depends on who you are trying to reach.
Facebook is the king of social media platforms and reaches more people than any other social media platform on the planet. That does not necessarily mean, however, that it is the social media platform that you want to focus on. If you are in the B2B space, for example, you might want to focus on LinkedIn which connects to many in the B2B. The groups are great for connecting with audiences, discussing issues, making a connection with people interested in your content.
The nature of your product is also an important factor to consider. If your product is visually compelling, Pinterest would be a perfect fit with its photos and imagery. With YouTube, you have the strong SEO capability of video and a great ability to connect with audiences in an intimate way with audio and video.
It might also be that your targeted audience is not on social media. It may be that a public relations approach using media relations might be a better option. Maybe your audience is reading particular trade magazines or the local media from a particular location that you want to target.
The point is that you want to carefully consider the nature of your product or service, and what your audience is reading, watching and listening to. This is how you can effectively connect with potential customers and other people that would be interested in your products.