Social Media Butterflies: Choosing the Right Platform For Your Business

Social Media Butterflies: Choosing the Right Platform For Your Business

This is a guest post by Vasilena Stamboliyska, a content specialist for Spotcap Australia.

We’ve all become accustomed to the idea of using social media as a promotional channel, but is it really as simple as that?

Not all networks are made equal, and different platforms suit different branding strategies. Knowing which ones will give you optimal results becomes even more important once you decide to put some budget behind your efforts.

The answer lies within your target audience. Once you know who they are, what network they use and how they like to engage with content, you’ll be ready to set off with building your brand online.


Let’s start with the one to rule them all. Facebook boasts some impressive numbers, with 2.07 billion monthly active users worldwide. It goes without saying that this is an audience businesses will want to tap into, and the platform provides many opportunities to do so — videos, blog posts, photos, status updates.

A note of caution, though. Due to the platform’s age and user base, most businesses have a Facebook page already built. At this point in time, it’s considered to be more of a bare necessity, rather than a way to differentiate yourself. As a result, the environment has become intensely competitive. To top it off, younger audiences (aged 12 to 17) seem to be stepping away from the platform.

Do: If you don’t have a Facebook page, make it a priority.

Customers now take Facebook pages as a given, and if you don’t make your details easily accessible through the platform, people might go to a competitor for that reason alone.

Don’t: Don’t keep your efforts just to Facebook, since by now this tactic is considered to only cover the basics.

Include another social media platform to your strategy which is better suited to your target audience.


Twitter is where users connect with their passions and interests and try to genuinely interact with organizations associated with them. Smaller businesses might think this is a luxury only big brands can enjoy, but you might be surprised.

A recent survey of 5,450 users discovered that 78.5% of respondents have tweeted at small and medium-sized businesses (SMBs) that had caught their interest. The results? 83% who received a reply thought more positively of the SMB and were more likely to purchase their products or services. This makes the platform a great tool for businesses looking to improve and personalize their customer service approach.

Do:  Think mobile.

With 80% of users accessing the network through mobile devices, you want your content to be tailored to their experience. Video material proves to be twice as memorable than any other format, so use this opportunity to tell the story of your business, create customer intent and have clear call to actions that can convert.

Don’t: Ignore your audience.

How you engage with your customers says a lot about how much you value them. Answer questions, address complaints and engage their interest by asking them for feedback and opening discussions.


How to Use Instagram to Promote Your Business in 2017

Businesses whose strength is the aesthetics of their products have a major lead on this network, but that’s not to say that others can’t benefit from it. With more than 60% of people saying they learn about a product or service through their Instagram network, you don’t want to dismiss this opportunity.

Instagram’s visual composition allows for businesses to express the personality of their brands and make them more relatable. “In-the-moment” visuals which portray emotions and messages can paint an intimate picture not only of products, but also corporate culture and people.

Do: Use those hashtags.

Not only can you apply your wordsmith skills to come up with witty and memorable plays on words, but you’ll also be boosting the likelihood of users engaging with your post by 12.6%.  

Don’t: Forget the call to actions.

Instagram stories with eye-catching headlines and appealing visuals can attract visitors to your website, blog page or any other resource you want to divert traffic to.


While the previous social media examples were better suited for business-to-customer content, LinkedIn is the platform for business-to-business relations. Seven out of ten professionals consider LinkedIn to be a trustworthy source of content. The platform has strong potential to help your business build a strong professional presence and portray you as the thought leader in your niche.

Do: Create content for high profile decision makers.

Discover their pain points and current concerns, and address these with posts that prove helpful to them.

Don’t: Allow your profile to become stagnant.

Maintaining a steady stream of content of two to three posts a week can boost the visibility of your brand.

Aim to provide a better experience for your audience by first understanding their interests and habits, and then doing everything else. Once you’ve taken the time to find what works best for your circumstances, you’ll be able to confidently move forward with your promotion.

Get The Lifestyle Designer's Digest

Sharing my adventures in lifestyle design, building an online business, and growing this blog. Join me for weekly updates.

Previous ArticleNext Article

8 Tips for Women to Help Grow Their Career

8 Tips for Women to Help Grow Their Career

Why are there so few female CEOs? It’s a commonly discussed topic in the Australian business landscape, and often highlighted as an issue in society.

This has been made evident in the inaugural Robert Half CEO Tracker, commissioned by specialised recruiter Robert Half to identify common traits amongst the leaders of the ASX 200-listed companies. The research found the top position in the workplace is still male-dominated, as the majority of ASX 200 CEOs are men (94%). Only 12 ASX 200 CEOs are women.

It’s an unfortunate fact of the current C-suite employment market, with women underrepresented in top positions – a fact that applies to not only ASX 200-listed companies.

Despite this, it’s well known that diversified boardrooms with women represented across leadership positions bring enormous value to organisations and the wider business community. This is not just because of their wealth of experience and knowledge. But also because of their diverse perspective applied to business strategy that’s required for any organisation to succeed.

Whilst looking at the low percentage of female CEOs, within our Executive Search branch, we’re seeing a strong push for diversity from companies looking to hire at the C-suite level. Organisations are actively specifying diversity in their recruitment agendas, and not only just based on gender, but on an all-inclusive approach.

While there still is a long way to go for women to be represented equally at the boardroom table, it’s encouraging to acknowledge just how far Australian women have come and actively promote steps they can take to further their careers in the business world. More can always be done to empower women within the workplace. And understanding the common professional characteristics of top Australian CEOs is a great place to start their C-suite journey.

For women looking to hone their personal attributes, CEOs need to be clear communicators who are capable of both giving direction and accepting expert opinion. And as with all leadership positions, exceptional people skills are essential. By being assertive, forward-thinking and willing to take risks, ambitious women in the workplace can ascend the corporate ladder to the top job just as fast as their male counterparts.

How Women Can Grow Their Career

energy focus and productivity tips for anyone working from home all day

1. Know what you really want.

Think about what you want to achieve in your career – and why. Ask yourself some important questions:

  • As a senior executive would you be willing to work long hours and take up extra responsibilities?
  • Do you like to solve complex problems?
  • Are you comfortable as a leader?
  • And, crucially, how do your family feel about you pursuing a career as a business leader?

2. Develop a career plan.

Determine what you want to achieve, and work out a detailed career plan. This will be a blueprint that maps out your journey to the top of your organisation, allowing you to focus on your ultimate career goals.

3. Work continuously on your leadership skills.

Developing leadership skills is an ongoing process and an essential element for women pursuing a management position. By developing your technical, managerial and social skills, you are more likely to climb the corporate ladder – and be better prepared for the challenges you face along the way.

4. Communicate (more) directly.

Well-developed communication skills are essential for all managers. Yet men and women often have different communication styles.

Women usually take on a more modest tone, and often tend to communicate in an assuming way (“wouldn’t it be better”, “could we perhaps”, etc.). However, for a male audience – who usually communicate in a more direct way – this style of communication can suggest you lack confidence or are unsure about the matter at hand.

5. Take risks.

Women are usually less inclined to take risks than men. Yet this is part of being a leader. If you can prove you are willing to take calculated, carefully considered risks, you’re more likely to assume a managerial position.

6. Offer to take on certain tasks, even those nobody else wants.

A willingness to take on additional projects or raise your hand for tasks that others are sidestepping, can showcase your skills beyond your normal job duties. This is a great way to demonstrate you’re a team player, who is willing to go the extra mile for the company.

7. Do not be afraid to stand out.

All great leaders stand out from the crowd. As a manager, it’s likely you will have to make tough, and at times, unpopular decisions, so be prepared to set yourself apart from others in good times – and in bad.

8. Build your network.

People like to work with people they know. So do not underestimate the possibilities offered by traditional and online networking. Building your network can be important to getting ahead.

About The Author

Robert Half Executive Search specialises in the search for and placement of executive leadership talent across a broad spectrum of function areas and industry sectors.

By being assertive, forward-thinking and willing to take risks, ambitious women in the workplace can ascend the corporate ladder to the top job just as fast as their male counterparts. Here are 8 tips to help women grow their career