Twitter or Facebook? LinkedIn, Instagram, Foursquare, Tumblr, Pinterest, Google+, or even MySpace?

The options can be overwhelming (don't click here unless you want your head to spin), especially if you don't even recognize a few of the above names, let alone understand what function they serve. So, which one should you choose?

"Fish where the fish are," Ben Lloyd, the president of Amplify Interactive, says. And although he admits that it's not always easy to figure out where your audience already is, he offers some advice to help you identify the social media network that your brand, business or product should be utilizing.


What Is Your Audience Already Using?

Do you know which social media platform is most popular with your customers?
Do you know which social media platform is most popular with your customers?

You may already have a rough idea, or even the perfect picture, of who your customers are, but what social media are they using?

Begin by simply searching mentions of your brand or business on different social media platforms or use a handy tool like Social Mention, which provides "real-time social media search and analysis." Also, consider your search terms. Think beyond your brand name, because a category or location may be important if you're a restaurant or bar located in a specific part of town. People may not specifically search for your name but they might query "Thai food Portland," Lloyd says.

There are likely people already out there talking about (or mentioning) you! 

Lloyd says, "Even if it's not a lot, but just a few times that's probably a strong indication that there's a strategy or audience for you there."

Since they are already there talking, they would likely love it if you joined the conversation. So, how do you do that?


Simply Create An Account (Or Accounts)

Think of social media accounts as a free Yellow Pages listing in a social environment.
Think of social media accounts as a free Yellow Pages listing in a social environment.

Lloyd doesn't see the harm in having accounts across multiple platforms. A Facebook, Twitter or LinkedIn account is another touch point and source of information—use them to brand yourself as well as list your hours, phone number, website, and any other pertinent information. It's like a free Yellow Pages listing in a noncommercial, (wait for it) social environment.

Now, doesn't that sound like a good place to promote your brand or business? 

Directly connecting with your consumer doesn't get any cheaper or easier than this. But it does take effort.


Interaction Is Important

Creating accounts across multiple platforms only becomes a drawback if people are expecting interaction and information but hear nothing in response.
Creating accounts across multiple platforms only becomes a drawback if people are expecting interaction and information but hear nothing in response.
 "Like a lot of things in life, you sort of get out of it what you put into it," Lloyd says. Once you've got your accounts set up, it's time to "choose your battles." 

To truly grow an audience on Twitter involves daily participation, often constant and immediate interaction. Thus, a “free” social media platform is not entirely gratis: It does cost you time. But, a little planning and forethought will allow you to manage your social media just like any other aspects of your business.

Lloyd insists that "the requirements can be pretty low" for a small business. You don't have to constantly check your page, worried that you’re missing a social interaction. Rather, set aside some time and respond within a few days to a week. People will be happy that they simply received a response to their inquiry or comment.

It is also wise to set up email alerts or push notifications on your phone whenever someone interacts. Instead of constantly checking your page, you can simply check your inbox and respond when convenient.

While there's no real disadvantage to creating accounts across multiple platforms, you still need to pay attention, Lloyd says. It only becomes a drawback if people are expecting interaction and information but hear nothing in response—like leaving message after message with no return phone call. Recognition is important, and Lloyd insists that "just paying attention is a big thing." 

If people interact with you, it'd be good for your business to reply. Plus, it's good etiquette too!


Building An Audience

Your audience equals customers. Interaction will start to build an audience.
Your audience equals customers. Interaction will start to build an audience.

Beyond simply having an account, all this interaction will start to build an audience and another channel of communication where you can talk directly to and with your customers and supporters.

If you searched for your brand or business on Twitter and found users chatting about you, chances are they'd also like to hear from you. Tap into that audience that already exists by friending or following them. And ask them to do the same in return.

Your audience can also equal customers. According to KISSmetrics, "50 percent of small business owners reported gaining new customers through social media—most notably through Facebook and LinkedIn."


If You're Not Active, No One's Watching

If you're actively and concurrently posting on your website and social media, there's a greater chance that people will see your announcements.
If you're actively and concurrently posting on your website and social media, there's a greater chance that people will see your announcements.

People tend to be narcissistic, Lloyd says. "Just because you're there doesn't mean people are coming by and looking at you all the time."

This is true offline and on, for both social media networks and your business' website. Our lives are busy and it's unlikely that we continually check in with a local business just to see what's up. Think about the websites you visit on a daily basis. The content is probably related to news, information and entertainment, and all three of these areas often collide on social networks. 

People only seek out information when they need it. So, "just because you say something on your website doesn't mean that anyone knows it's there," Lloyd says. But if you're actively and concurrently posting on your website and social media, there's a greater chance that people will see your announcements.

The more active you are, the bigger audience you will build because you'll not only be conversing with those that already know you, but you'll also show up in front of new eyes on the feeds of your friends' friends.


Seek Interactions Outside of Social Networks

Think outside the normal social media sphere for even more opportunities to interact.
Think outside the normal social media sphere for even more opportunities to interact.

As explained above, interaction is the key to social networking, but we can loosely use the term social network to encompass any platform where there is user-generated content and interaction between the users and creators—this includes the comments field at the bottom on this article.

Depending on your business, think outside of the normal social media sphere. Do people "check in" or review your business using sites or apps like Yelp, Foursquare or Google Place?

If so, interaction and recognition in these spheres is also important. Customers leaving reviews online are basically offering recommendations to the world, and as we discussed in our last Craft of Business on surveys, evangelists, or those willing to recommend or promote you, may be an asset to your business and worthy of acknowledgment, whether that’s simply responding to the online commenters or even rewarding your most active fans with coupons or special deals.

Ever wonder if there’s one social media platform that would be most be effective for your business? The answer to that question really depends, but in our next Craft of Business we’ll provide you with plenty of information and ideas to help you decide which network is best for your needs.