What Social Tool to Use & When

Which Social Media Do I Choose

What do you think of when I say “Social Media”? The big three? Facebook, Linkedin and Twitter? They are all so different. Which do you choose and when should you use each tool.

As you may have guessed it isn’t about you, it’s about your customer.

Now, put on your customer hat. What kind of interaction would be most MEANINGFUL to you? Notice I didn’t say how do you want the company to communicate to you. The typical customer might tell me they want less communication because they don’t actually know what they want. As explained in Carmine Gallo’s book, The Innovation Secrets of Steve Jobs, “Steve Jobs avoids most focus groups like the plague. It comes down to the very real fact that most customers don’t know what they want in a new product.” Or as Henry Ford once put it, “If I’d asked my customers what they wanted, they would have told me ‘A faster horse.'”

So back to your customer. They might want to know more about who you are if you’re in a relationship business – health & wellness, teaching/training, personal services, lawyer, financial planning, insurance, etc.? In this case Facebook would be your key to success. In Facebook you can build personal relationships that aren’t all about “the job”. You get to know who a person really is. You learn more about their family, their lifestyle, etc. But don’t forget, you’re on display to your clients or potential clients. Don’t post things you’d be ashamed of, just be aware of what you are posting and to who. Luckily Facebook is finally making this part easier. You can now indicate what posts are seen by what friends. It’s still not perfect, but it’s a start.  Now your work acquaintances don’t need to know all about that college reunion last weekend.

So what about Linkedin? Linkedin is less personal than Facebook. It’s a great research tool for finding a job, new clients, old colleagues and learning about companies. Linkedin is also a good communication tool for B2B. I see a lot of action in the small business space on Linkedin. Corporate employees tend to observe Linkedin updates and happenings, but not interact too much apart from the occasional connection. If you work in B2B, whether it’s corporate B2B or small B2B, you should be using Linkedin. If you’re looking for a job, Linkedin is a must. Students, this applies to you too! For company research, Linkedin is one of the best free information sources I’ve found.

Do you tweet? A lot more of you DID than DO now. I still tweet, but I have seen a rapid decline in tweeters, an increase in automated tweets (what’s the point of automating ALL your tweets?), and a general apathy towards Twitter in recent months. So the question is, “To tweet, or not to tweet?” As of today I would vote for “tweet” assuming you can draw an audience. Why?

  • It’s easy. You can tweet from your phone, computer, and other devices.
  • It’s fast. 140 characters doesn’t take long.
  • It shows up in search results which increases your online presence.
  • It keeps you top of mind and you meet new people! There are still real people out there tweeting.

That it for today’s big three. What are your thoughts?

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About Karin Khuhro

Karin Khuhro is a Digital Marketing Strategist, Speaker and Copywriter. As the owner of Strategy E-ssentials she works with other savvy marketers, digital specialists and business leaders to bring knowledge, know-how and solutions to small and medium sized businesses. Connect with Karin on Google+ or Linkedin.