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How To Choose The Right Social Channel For Your Digital Success

Managing your social media should be a high priority of yours. It is crucial in increasing your brands visibility and engaging your audience. Despite this, having the time and resources to regularly update and manage numerous social media channels can present a real challenge. Therefore, you will need to find which channel is right for your business. You should focus on perhaps one or two social channels that you are able to invest adequate time to in order for them to function successfully. Social channels vary greatly and therefore it is important that you adapt your posts to the type of social channel that you are posting on.

Before you decide which channels are best for your business you should ask yourself the following questions:

  • Where is your audience? / What social channels are they predominantly using?
  • What are your objectives? / What are you hoping to achieve through social media?
  • How often will you be able to update channels?
  • What type of content will you be uploading?
  • What level of engagement are you hoping to achieve?

Let’s take a look at the features and benefits of some of the most popular current social media channels…

Google +

This social channel can play an integral role in improving your SEO. If Google can see that you are regularly engaging with its social channel you will be more likely to list higher in search engines. This level of engagement could involve regular posts about interesting news articles or your own blog entries. Your content will then be available for others to see. Google features a + button that allows people to “like” your content so to speak. The + feature acts as an impression that shows you your content is being valued by other people. Just like other people can + the content that you produce you can + content that you read that is of interest or use to you.

Google + also offers communities and hangouts where you can take part and have discussions with people expressing a similar interest to you or perhaps working in a similar industry to you.


Facebook has an extremely large audience, so if you are committed to building your Facebook network you will be able to post valuable informative content to a large number of people. The great thing about Facebook is that if people have become your Facebook friend or have liked your Facebook page then they are probably going to be interested in what you have to say.

To make the best use out of Facebook you can create informative posts and make them more visually attractive by inserting images. However, it is important to bear in mind that people are more likely to ignore your post if you are bombarding them with a lot of in depth information that requires a high level of concentration. Despite the fact that Facebook posts can be very informative, a lot of posts are often light hearted.

Facebook is a great site for encouraging engagement, you can like and comment on other people’s photos or status or if you really value what they have posted, Facebook allows you to share the original post with your followers. This level of engagement also makes Facebook as great social media channel to run competitions and  increase your brand visibility. You can encourage people to enter competitions by simply liking your status, perhaps sharing an image or tagging your company / brand in a post of their own.


This is a very fast paced social channel that only allows for short snappy posts that are no longer than 140 characters. Due to the text restriction you have to put a lot of thought into the tweets that you are going to send to maximise their content most effectively. Due to twitters fast paced nature you would need to be tweeting (posting) numerous posts throughout the day to have the best chance of your tweets being seen.

Twitter is a great channel for instant connectivity and perfect for tweeting about real time activities and engaging in real time conversations. It is also a great channel that you can utilise to find new business leads and engage with new audiences.

Twitter allows you and its other users to search for terms using the #, for example if you were interested in seeing what was being said about ecommerce you would simply search for this in the top search bar. In order for your posts to be found by everyone else you can tag keywords in your tweets using the # so that if people are interested in a topic that you are tweeting about they will be able to see what you have to say.


Pinterest is a visual based social channel that is particularly successful in industries like travel, fashion, beauty, interior design, wedding planning and any other industries that possess a high visual focus. Pinterest allows you to create various boards based on themes or interests. These industries can use the Pinterest channel to post their own visual images or pin other people’s images to their boards (profile).

Pinterest is a fast paced social networking site that encourages engagement and new image posts on a frequent basis. Therefore businesses are able to post numerous images of aesthetically pleasing and interesting visuals that can’t help be adored by others. Due to its fast paced nature it would be an impossible task to post your own unique images on Pinterest throughout the day, unless you had the time and resources to go out and create your images yourself. As this is not really realistic for the majority of industries Pinterest encourages users to pin other people’s images. This might result in images being pinned that are not directly related to the products or services that you might sell. Despite this you would usually choose to pin images that have some relevance or would be of interest to your followers.

Many people can’t see how they can market or utilise Pinterest for their business, therefore this often causes Pinterest to be dismissed by many. However it is worth nothing that Pinterest can be used in pretty much any industry…just some industries might require you to be a little more imaginative. There are always going to be ways of adapting your content so that it can be posted on Pinterest and appeal to your customer’s interest.


LinkedIn is a social channel that is favoured within many professional industries and particularly industry experts. It is the perfect channel for developing both Business to Business and Business to Customer connections. Therefore the opportunity to broaden your audience and engage with a vast number of people is huge.

LinkedIn will allow you to connect with people in similar industries to you so that you are able to share valuable knowledge with each other. As LinkedIn allows you to create a detailed personal profile that requires you to input your information about your qualifications and skills, LinkedIn is commonly being used for recruitment.

LinkedIn is the most professional social channel and therefore its tone is dramatically different in comparison to the social channels previously mentioned in this blog. Therefore you will often see people engaging in industry related conversations or sharing valuable articles that have worthy content. LinkedIn not only allows you to become an expert in your industry, it also allows you to learn about things in other industries as you can join specific groups.

To conclude…

Social media can therefore play a crucial role in improving your SEO, increasing your brand visibility, increasing your engagement with your customers and much more. Although we suggest identifying a key objective that you are going to primarily be using social media for, often these factors complement each other and you will therefore likely see improvements in each of these areas.

If you are lucky enough to have the time and resources to manage more than two social media channels then go for it! Just remember that you will have to adapt your posts dependent on the channel that you are updating.


Sophie Angell
Sophie is part of the Digital Marketing team at WNW Digital, concentrating on running your social media channels, writing blogs and writing content for your websites. You can follow Sophie on Twitter @SophieWNW or alternatively email her at

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