How to use social media channels

Marketers focus on two main concerns: HOW can they make money for the organization and WHY are certain marketing channels more successful than others.

Every marketer adopted social media channels when they were first introduced. They used the opportunities to solve their HOW- and WHY problems. Some organizations have achieved remarkable results. Engaging in Social Media Marketing is not easy, especially when it comes to integrating it into an existing marketing plan. It also requires that it meets company profitability expectations.


Many marketers don’t understand that social media might not be the right medium for their promotion. This article will discuss the characteristics and audience requirements of each social media channel.

Large companies in the market place use Twitter, Facebook, and LinkedIn to promote their products, but it usually accounts for less that 1%-2%.


Before you start using social media, there are some prerequisites:

Know yourself, and you will know your enemy.
Set clear goals and have measurable, achievable metrics
Know your limits and don’t exceed them.
Make sure your marketing message is clear, concise and professional.

After you have answered these questions, your organisation should then ask four fundamental questions.

Are social media platforms right for me?
Which social media medium is most appropriate for my marketing message?
Create a four-step social media strategy that targets the product/message.
Use the right metrics to measure and grow.

Businesses and organizations should do a reality check before jumping into the latest money-making scheme. Do a reality check to determine if this is the right decision for your business. Do a reality check on the benefits and decide how much time, labour, and money will be allotted.


Facebook, Twitter, and LinkedIn are not marketing channels. They were created to allow like-minded people to share similar experiences.

These incremental sales are useful, but they come at a cost in terms of time and resources. LinkedIn was created to be a professional job search channel. Twitter was designed for immediate sharing and was focused on the instantaneity factor. Google is the exception. Google + (Plus), was originally created to be a marketing tool. It is struggling to establish itself in the marketing space. Social media users aren’t yet ready to receive marketing material. They are eager to share their superior knowledge, offer advice, and recommend data, products, and news to friends, followers, and fans.

Likes do not count as sales.


Marketing message refers to the message that the board speaks, its representatives communicate and the public relations language used by its advertising departments and representatives.

Social media’s essence is deciding which channel best communicates who you are. All social media channels should be treated equally in order to convey your message. This will drain your resources, budgets, and efforts. It is best to determine which medium best communicates your message.


Blogs are a great way to communicate information and draw in natural search traffic. Blogs are more dynamic than websites, and they change as often as possible. Blogs are more casual and active in the presentation of information. People tend to link to blogs because they have up-to-date and current information. Blogs have been shown to get more traffic than websites, get more backlinks than websites, view more pages, and convert more than websites. SEO-wise, blogs are a great way for search engines to find, crawl, index, and return relevant results to users’ query queries.


Blogs have greater visibility than websites, and therefore are more likely to be visited by your target audience. Here’s the problem. What social media platform do I use to achieve the best results? That question is answered by the type of interaction that you want to have with your audience.

One message and one interaction?

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Announce research material
To promote education
To network with people like-minded
The latest news

Blogs are what you would use when you need to:

Search visibility can be increased
To create links for long-tail search terms
To educate the market and the community in it
Communicate trust-worthy content
To create email lists for promotional purposes and higher conversions.
To increase brand equity and brand value