How to choose your social media networks?

The choice of social media platforms on which to establish a company’s presence is a strategic decision for any company, regardless of its size, sector of activity, or nature (B2B or B2C). What happens on social media has a real impact on a company’s performance, the perception of stakeholders, and the purchase decision process of customers, all of which contribute to company performance.

Let’s start with the numbers: almost half a billion new users of social platforms, 1.3 billion years spent online, trillions spent on e-commerce sites. These are the figures collected by We are social and Hootsuite in the Digital 2021 Global Overview Report. The number of people registered on social networks is gradually increasing: today, the world population that uses social networks exceeds 53%. Every day businesses, professionals, organizations, and people are online, interacting, discussing, expressing their preferences, and making decisions on how to meet their needs.

This scenario confirms it: it’s time for a company to create a strong online presence. Moreover, it must do so with a targeted digital strategy. Otherwise, the risk is to “shoot in the crowd” and this never leads to concrete results. There are currently around 250 active social platforms, each with its own characteristics and target audience. The temptation is often to be everywhere, on all channels. But, just as often, it means a waste of time and resources and a loss of focus on business goals. Choices have to be made.

Which social networks to choose?

There is no single answer, no single recipe for all businesses. Choosing social media for a business is a process influenced by several variables, but the common aspect to focus on is that social media marketing is part of a larger business marketing and communications strategy. which takes into account the entire operation of a business, both offline and online.

Moreover, in the field of online marketing, social media is only one of the tools available and can (or rather, must) interact with others to amplify the results: an interesting example is an integration between the blog business and social media, which creates a virtuous circle between communication channels.


There can be no correct choice without the definition of a solid strategy with achievable objectives. Social media marketing cannot be simply driven by the adage “I do it because everyone else does it”, but it is necessary to focus on the objective that one wants to achieve through targeted communication. Once this element has been identified, you can then move on to analyzing the characteristics of the social media site, in order to identify the one that is best suited to achieve the result.

These objectives can be multiple:

  • Online reputation
  • Brand awareness and brand loyalty
  • Product knowledge
  • Lead generation
  • Commitment
  • Drive traffic to a website or e-commerce site
  • Launch and promote a new product or service
  • Increase customer awareness
  • Sales
  • Improve customer service


Another element to analyze to choose the most useful social network is the target audience: knowing who you want to “talk to”, their socio-demographic characteristics, habits, interests, and expectations will allow you to identify the best social network for your professional activity. One question to ask yourself is: where is my target audience? Different platforms bring together different targets. To avoid the risk of not being heard, it is advisable to check which channel the audience you are interested in is on.

It is also important to produce content based on an analysis of the recipients of this content. The “buyer personas” tool, the humanized representation of the ideal customer, is very useful here.

How to choose social

Each social network has a particular characterization based on the type of content that prevails. This factor remains linked to the previous paragraph, since, depending on the ideal target you are addressing, you must structure different types of content and use the social network(s) you prefer accordingly.

We can thus classify the main types of content, each of them finding a more important space within one or more social networks:

  • Long texts
  • Short texts
  • Graphics
  • Photographs
  • Videos
  • Infographics
  • Surveys
  • Competition
  • Links to web pages
  • Audio

The choice to be present on one or more social networks should not be random, but the expression of the company’s marketing strategy and objectives. In order not to make mistakes that may not lead to the goal or in any case not meet expectations. The most common mistake? Publish the same content on all social networks, regardless of the characteristics of the channel and its audience.

This is why, at the base of the plan, there must be a content strategy aimed at choosing which social network can be more suitable for the needs of your business and which content can be more effective in communicating it.

At digital equestrians, we create strong and lasting relationships between you and your users, we make sure that they want your product and that it remains loyal to you over time.

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