Chapter 2: Platform Selection and Strategy
Chapter 2 of 15
Chapter 2: Platform Selection and Strategy
2.1 Major Social Media Platforms
Choose platforms that align with your audience and goals.
Facebook:
- Largest user base (2.8+ billion users)
- Diverse demographics
- Strong advertising platform
- Groups and Pages for businesses
- Best for: B2C, community building, events
Instagram:
- Visual-first platform
- Younger demographic (18-34)
- Stories, Reels, IGTV features
- Strong influencer presence
- Best for: Visual brands, lifestyle, fashion, food
Twitter:
- Real-time conversations
- News and trending topics
- Character limit (280 characters)
- Hashtag-driven discovery
- Best for: News, customer service, thought leadership
LinkedIn:
- Professional network
- B2B focused
- Content marketing platform
- Job recruitment
- Best for: B2B, professional services, recruitment
TikTok:
- Short-form video content
- Younger audience (Gen Z)
- Viral content potential
- Creative and entertaining
- Best for: Entertainment, lifestyle, creative brands
2.2 Platform Selection Criteria
Select platforms based on your business needs.
Considerations:
- Where is your target audience active?
- What type of content do you create?
- What are your marketing goals?
- What resources do you have?
- Which platforms align with your brand?
2.3 Multi-Platform Strategy
Develop a strategy for managing multiple platforms.
- Focus on 2-3 primary platforms initially
- Repurpose content across platforms
- Adapt content for each platform's format
- Maintain consistent brand voice
- Use platform-specific features
2.4 Platform-Specific Best Practices
Optimize strategy for each platform's unique features.
- Facebook: Use Groups, Events, and Live video
- Instagram: Leverage Stories, Reels, and Shopping
- Twitter: Engage in real-time conversations
- LinkedIn: Share professional content and articles
- TikTok: Create short, engaging video content