Picking The Right Social Platform For Your Brand

Picking the right social platform is important in order to build the strongest possible social presence for your brand. But it might be difficult to keep up with the latest developments in the fast-moving world of social media, where new features and platforms are a daily occurrence. Henriette has previously written a blog post that offers a quick overview of the vast social media marketing landscape.
Facebook and Twitter tend to be the first choice for most brands. However, if you are looking for a more professionally oriented platform, LinkedIn might be worth considering, and Pinterest, Instagram or Tumblr might be ideal for more visually oriented businesses. And don’t forget that there are many other niche platforms out there that might be able to offer you something different altogether.


Which social platforms work better for what industry?

When you want to pick the right social platform for your brand, it is important to know where your target audience is. It is always a good idea to look into social network demographics. Where are your customers and the people that you want to reach? If you know which social platforms work best for your type of business, you are also in a great position to start building lasting relationships and reach new fans and potential customers. Social Bakers has looked at the preferred platforms of the most successful brand types in social media based on the average number of fans for the top 10 pages per industry.


Facebook is the first choice for most brands

The numbers clearly show that Facebook is still the preferred platform for most industries. The main reason for this is probably the fact that Facebook is the most well-known and engaged network with more than 955 million people liking and commenting on average 3.2 billion times a day. For FMCG (Fast-moving Consumer Goods), fashion, ecommerce and automative brands, Facebook works extremely well and has enabled the top ten pages to gain a huge fan base of on average 15 to 22 million fans.

Media companies chose Twitter

Twitter has proven to be a very successful platform for Media companies. The Twitter format of very short updates is very well fitted for news headlines, and the top 10 Media companies has gained an average number of more than 4 million followers. Electronics companies are the second most successful industry on Twitter. However, they are also highly successful on Facebook.
One very good reason for brands to have a presence on Twitter is that it’s a prime tool for addressing customer service concerns in real-time, which could benefit all brands wishing to improve their online customer service.


According to the Socialbakers statistics, G+ works well for automotive and media brands, where the average G+ page size exceeds a respectable one million followers. G+ might provide a good platform for sharing more thorough insight into your industry, blog posts and so on.

When picking social media platforms, remember, that Facebook is not your only choice, but it is not a solution to open multiple accounts if you haven’t got the time and the resources for proper community management of the sites. Please check out all the numbers from Social Bakers below, and let me know which platform is your first choice.


Get Ready for the Bots – on Facebook Messenger

2Facebook Messenger was released 5 years ago and now has over 900 million users. Originally receiving a flood of negativity towards a standalone messaging app, compared to one simple Facebook app, users seem to be warming to it. The decision to make it standalone does make a lot of sense, since messaging is a big part of people’s lives nowadays and Facebook even bought the domain messenger.com to launch a version for web browsers last year. Their 900 million users will more than likely be merged with Whatsapp’s 1 billion users, which means that Facebook will have the personal phone number of every single user – sounds like $19 billion well spent.


Open for Business

So that’s humans covered. Where to go next? Facebook is now venturing into their next Messenger-based project: bots. If you haven’t been keeping up, Facebook launched Messenger Platform last month, which holds within it, chatterbots. Luckily, these bots are not machine learning bots, such as the disaster that was Microsoft’s Tay. They do have some humorous replies if provoked but they ultimately steer the conversation back to the subject they’re designed to cater for. Thanks to their highly advanced Send/Receive API, these bots are able to reply with actual structured messages, including links, images, hotel reservations, the weather etc. You may immediately compare this to Apple Siri, Microsoft Cortana, Google Now and Amazon Echo, but what sets bots on Messenger apart is the fact that businesses can develop them, which in turn gives them another way to develop customer service. Simply put, bots could end up changing the world by replacing humans in such job sectors. Without the bespoke customer service integration that Messenger bots provide, the above voice-activated services will most likely not be able to solve business-related queries themselves. Having said that, the way bots behave is very reminiscent of the way Siri does. Maybe they’ll talk to each other one day and we’ll get the best of both.


Customer Service and Added Value

So how can these bots work for brands? Well, eventually, every major company in the world will have an account, which will be a first port of call when contacting their company. The reason this is almost definite is due to Facebook’s already-mammoth-sized network of users. It doesn’t get any bigger than Facebook when advertising to individual people, so connecting Messenger bots (as customer sales reps, for example) is extremely attractive. Messenger codes, one of many things taken from Snapchat, will also make it easier for businesses to connect with their customers. One industry example is how bots will almost certainly change how banking works for the consumer, replacing an app or web-based system with a dialogue with a machine that is able to understand your every need. The option to send money within Messenger itself is highly likely too, like Snapchat allows. This could also eliminate the hassle of speaking to a bank’s voice recognition system when calling by telephone – no more time (and money) wasted by the dreaded “I didn’t catch that. Please try again.” These voice recognition systems are essentially bots done badly, but they’re based on voice, which is a lot more difficult to translate into zeros and ones. Plus, you cannot autocorrect your voice (yet). I can see this whole system being replaced by bots – it could even connect you to a human advisor with ease, as you’re most likely already using your phone. Even if you’re using the desktop version or Facebook Chat, I’m sure they’ll figure something out. Besides banks, what other markets will benefit from this? Restaurants, travel and possibly supermarkets with online shopping services are big industries for it to thrive. The healthcare industry could also be a large portion – Healthtap have already created their bot, which isn’t surprising considering one of the first ever chatterbots was called DOCTOR and simulated a psychotherapist. In fact, the potential amount of markets are endless for this stream of interaction – just like it is with human customer service.


At the end of the day, customers are moving towards messaging as their preferred choice of customer service. And as generations progress, it will no doubt become the standard – a phone call will most likely be reserved for long, meaningful conversations with friends and family, which in turn will add even more meaning to them. The phone call will no longer be taken for granted, but talking to robots will be.