Today it is vital for every brand or business to maintain a strong and consistent online presence, especially on social media. The digital era is here to stay and the trend is steadily increasing. Statistics show that during the year 2021 an average of 3.96 billion people use social networks on a daily basis.  

That's almost half of the world's population! And things get more interesting as the average user has around 8.4 different accounts across the entire spectrum of social networks and 99% access these platforms via their cell phone. This guarantees that there will always be an audience to interact with no matter which social network you tackle. 

That is why you must free yourself from doubts and prejudices: it is necessary to have a digital presence to promote your products and services, create community, promote your brand recognition and many additional strategies that will benefit your business. But how do we determine which social networks to use? Can we use them all?  

The first thing you should know is that you should not approach a social network without first evaluating how beneficial it will be for your business, remember that the game of social media marketing is played with knowledge, creativity, planning and measurement. So, how do we decide where to start?  

These 3 steps will be very useful to answer those questions:  

Step 1: Identify your target group.  

Your target group is that ideal customer, the one who will love your brand and will be possessed by an uncontrollable desire to buy your products.   

It is important that you know your ideal customers, the more information you have, the better. You can start by asking yourself basic questions: How old are they? Are they male or female? What is their socioeconomic level? Do they prefer camping in the mountains or swimming at the beach?  

Think of these pertinent questions to profile your ideal customer and remember that they should be directly related to your brand, product and/or service.  

Step 2: Define your objectives.  

As you know, there are several social networks and not all of them have the same function. You must be very clear about why you want to use each network and remember that you are not obliged to use all of them. 

For example: Instagram is a visual social media per excellence, photographs and videos get along very well with this platform. This makes Instagram an ideal platform to promote brand recognition, provide valuable content to your audience and start generating engagement. 

On the other hand, we have social networks where people go to post messages, to say what they think, such as Twitter. It is very common for different brands to use this social network to establish a line of customer support or to issue press releases. 

That is why you should ask yourself what you want to achieve with each network. Remember that you must invest time, effort and, possibly, money in each network, do not wear yourself out if it is not necessary to approach certain social media platforms.   

Step 3: Start searching for your audience.  

For this it is important that you know the basic workings of each social network and the demographics that go along with it. For example: we know that Tik Tok has a mostly youth audience while social networks such as LinkedIn handle adult audiences with a professional focus.  

Keep in mind that it's not just the social network, it's also how you talk to your audience and all the efforts you make to generate community around them and your brand. You should also take into account what kind of business you have. Here's another example: YouTube has become a favorite search engine for tutorials, Do-it-yourself or how tos, so it would be ideal for a service-oriented business.   

At the end of the day always keep in mind that for your business to flourish it is important to have a digital presence, but that presence must be thought out. It must follow clear objectives and it must generate content according to the target group and the space you want to occupy.