Determining the right social media networks for your business

Abstract

For businesses to target their consumers successfully, they must be able to engage those consumers within their choice of social network. The decision regarding which social media channels to adopt should not be taken lightly as communicating via social media is as important as any other marketing initiative. Indeed, social media communication should support digital marketing efforts with regards to paid search, content marketing and search engine optimisation. This paper provides guidance on researching which social media network to adopt; the questions to ask before developing a social media strategy; which social media networks provide what value; how to identify which networks it is essential to join; and how to optimise those networks, not only for the consumer, but also for the overall search and user experience.