user interacting with an ipad on a white tableSocial media has changed drastically since businesses started using it as a way to reach customers. But, despite the changes, it still is one of the most valuable marketing tactics you can use. For many businesses, social media still makes an impact on the bottom line.

But, as the channels continue to evolve, it’s important to keep up by using each channel as effectively as possible. One way to ensure you are maximizing your social media efforts is to create unique content for each channel based on the specific ways people use them.  

How Consumers Use Each Social Media Channel

HubSpot’s Research team recently highlighted the primary ways consumers use social media and the behaviors they exhibit. Here’s what they found:

  • Facebook = Communicating & Discovering
  • Instagram = Bonding & Discovering
  • Twitter = Discovering & Bridging
  • LinkedIn = They didn’t include it in their list, but based on my experience, I would say most people use it for Bonding & Bridging.

Why does any of this matter? Because identifying the primary behaviors people exhibit on each social channel can help us engage our audiences more effectively.

How to Connect with Your Audience Based on Their Behaviors

Here are a few specific ways to craft effective content for each channel based on the behaviors and motivations that are unique for each.

  • Facebook—If most people use Facebook to communicate and discover with their friends, they’re probably not interested in an in-depth tutorial about your business. This is why it’s important to use Facebook to humanize your brand, show empathy, and even add a little humor into their day.
  • Instagram—People use Instagram very similarly to Facebook, and your brand should, too. Despite what you might think, Instagram is a great channel for B2B businesses and entrepreneurs to connect with potential customers.
  • Twitter—Because Twitter is a great discovery tool, people often use it to stay informed about trends in their industry. Using Twitter to share content and connect with others makes it one of the most effective social media channels for business development.
  • LinkedIn—If people are using LinkedIn to network with others, the best way you can use it is to make them better at what they do. Here are a few simple marketing techniques you can use to optimize your LinkedIn strategy for personal growth and business development.

Additional Resources to Maximize Your Social Media Strategy

If you’re looking for a way to take your social media efforts to the next level, here are a few additional resources you might enjoy:

Social media is a marketing medium that B2B organizations cannot afford to ignore.  A thoughtful social media strategy can help bridge the informational gap between your marketing conversations and the needs of decision makers at B2B companies.