Social media

Social Network Communication

Nowadays, existing and high-quality social media accounts are an integral part of digital marketing for businesses. High-quality and regular content not only contributes to the credibility of the brand on the part of customers, but also serves as free advertising and an additional customer service platform. However, while posting regularly doesn't sound that complicated in theory, social media management and content planning is a long process that involves various factors. Researching different social media platforms is required, customizing and selecting them based on the type of business, target audience and product or service. Each platform has its own algorithm, optimal image and video sizes for recordings, and available options that can be utilized. In addition to the visual material comes the creation of texts in a style appropriate to the company. The main goal of social media management is to create a favorable impression of the company, personify it, engage existing customers and attract new ones.

What is the world's most popular platform?

Based on data obtained in 2022, the most popular social media platform in the world is Facebook, followed by Youtube, Whatsapp, Instagram, and Tiktok. However, when selecting the most relevant and suitable platforms for companies, YouTube is the main choice for account creation, given that the content on this platform is most often created by individual persons or companies for whom this is the basic platform and media whose main or only function is individual communication. The selection of the most suitable platforms is based on the type of content that can be published, the audience that uses it the most and the company's possible content offer, as well as, why this audience chooses a particular platform.

Facebook – a company’s business card.

Facebook, with its approximately 2.91 billion active users, ranks first not only in terms of audience size, but also as the most important social media site in a company's digital presence strategy. Facebook is like the Google of social media. If a company does not have a Facebook page, it may as well not exist, and this creates a bad impression and unreliability in the eyes of customers. This platform offers a wide range of options including posting various types of posts, purchasing items, getting information about the latest news and events. Above all, it is an opportunity to conveniently view posts on topics of interest to you. Given the sheer volume of users, it's difficult to pinpoint the exact demographics of Facebook's audience, which makes it an ideal platform for digital marketing.

Instagram – a company’s visual image.

When hearing the words “Digital Marketing”, many people automatically associate it with the Instagram platform. Visual image and appeal play a major role in promoting a company's reputation and credibility. This is the platform that introduced the world to the term “influencer” and is still one of the most popular in terms of marketing goods and services. Since Instagram is based on a mobile app, it is perfectly adapted for convenient and fast use at any time, so it is possible to view content on the go. Aside from simply posting pictures or videos, Instagram offers the option to post and view stories, which are used by more than 400 million people every day. This option allows you to post pictures or videos that disappear after 24 hours, giving you the ability to make posts without stopping the timeline, and these posts can be responded to quickly and easily by customers. Instagram texts should be shorter compared to Facebook, focusing more on visual material, and users are on average younger, ranging from 13-24 years of age.

TikTok - a platform with wide possibilities.

TikTok is probably the fastest growing social media platform right now. With more than a billion active users, TikTok offers the opportunity to create and publish interesting, informative and trendy content within the application with various editing tools. Thanks to the algorithm, unlike Instagram, TikTok users can accidentally see your content without following you at the moment the created video goes to their “For You” page. This provides a great opportunity to introduce the brand to people who may not have even heard of it before. The age demographic of TikTok users is the youngest of the platforms mentioned above, mostly comprising young adults. If you want to create a modern and fun image for your brand, this is the perfect application to do it.

How often should you communicate on social networks? 

How often should posts be made? The frequency of posts is determined by considering the type of business and the amount of content offered, as well as the habits of the specific brand's audience. On average, it would be optimal to publish at least one post a week, but it is also necessary to consider the quality of posts. Too many posts in a short period of time can adversely affect the post engagement. When publishing posts on social media, there are some basic things to remember: the content should be relevant, interesting, valuable and easy to read. It's important to familiarize yourself with each platform you plan to post on and how and why people use it. Then you need to adapt your approach to each social media platform when posting.