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The Right Social Media Platform for Your Business

How the hell do you choose the right social media platform?

Facebook has 2 billion users and offers the best ROI. LinkedIn just crossed half a billion users. YouTube viewers watch a billion hours of clips per day (!). Twitter has only (“only”) 330 million users (there are 330 million people in the United States) but half a billion tweets per day (which comes out to over 7,000 every second!). How do you possibly get your message to your audience?

Dang. That is actually a really good question! It wasn’t until I started writing this out that I realized how ludicrously incomprehensible this all is. Let’s get some perspective:

Right now, our planet has about 7.6 billion people living on it. Roughly half use the internet (official count in 2015 was 3.2 billion). And about one-tenth of those live in the United States. Which isn’t to say that all 320 million Americans use the internet–actually only about 284 million Americans do. There are 7 continents, approximately 193 countries, and most of the world’s population is on the Asian continent.

And, if you’re like me, none of this means a thing because I have no grasp of the abstract. So, thank you, Tim Urban, for creating this incredible visual so that people like me can begin to think about grasping the concept of one billion.

Wow.

I was going to get on here and tell you some good strategy tips, but if you’re reading this from Austin, TX, your corner of the internet is like sand on the beach, man. One grain of sand on a very large, sandy beach filled with sand dunes.

Which turns out to be great news, after all!

The entire world of 7+ billion people is connected by, like, 10 websites.

And you’re going to be just fine.

Here’s your job:

  1. Know your market.
  2. Work with its influencers.
  3. Be better than your competition.

That’s it! That’s your job.

Take your tiny miniscule corner of the internet and communicate with your audience. I suggest doing it directly through the influencers because they’re really good at their jobs and working with them frees you up to run your business, but whatever. The point is for you to learn your customer’s well enough that you know who their influencers are and where they hang out. If you can figure out those two things, you’re well on your way to dominating the competition.

And through it all, get on LinkedIn. It’s still a small enough network that you can really establish yourself there. Get to know people in your industry. Comment on their thoughts and posts. Share some of your own. It’s the most direct way for you to build your business and your (personal) brand.

It’s a big world out there. It’s crowded and noisy, but your business is not to worry about what other people are doing. It isn’t about the platform. It’s how well that platform enables you to connect with your audience. You choose the right platform for your business by going where your audience is and engaging with them. Don’t look to impress everyone or get the biggest following. Ultimately the only currency that matters is connection. Connect with your audience and you’re golden.

Anna Ray
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