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Which Social Media Network is Right for My Business?

If you’re looking to spend time and money on social media marketing, it’s crucial that you choose the right social network for your business. Facebook, Twitter, LinkedIn and co. each have different costs, benefits and target audiences. To get the most out of your investment, and earn the greatest ROI possible, it’s essential that you arm yourself with the key facts and figures.

We’re a Bath social media agency, and we’ve created this guide to help you do just that. From Google+ to Pinterest, we’ve looked at social’s biggest players, compiled their key stats, and determined which types of small business suit which networks!


  • 55% Female vs 45% Male
  • Average age of 41
  • 1.28 billion monthly active users as of March, 2014
  • Big businesses saw their organic reach drop to 2% in February 2014


With a staggering 1.3 billion active users, Facebook is the undisputed king of social media marketing. With a truly global reach, and a pretty even gender-split, it’s the perfect starting point for any SMM campaign. With millions of pages, groups and communities, covering a staggering array of topics, small businesses from any niche can develop an engaged and interested following. With an average age of 41, the efficacy of Facebook marketing is amplified for businesses with an older target audience – but it’s a viable channel for virtually any small business.

Unfortunately, the days of cost-free Facebook marketing are behind us. With most businesses seeing huge drop-offs in organic reach, down to 2% in many instances, paid promotion of content is an increasing necessity. Facebook can still offer an incredible ROI, but it’s crucial that you’re willing to invest a little bit of time and money into your promotion.

Perfect for: B2C businesses with an adult target audience


  • 55% Female vs 45% Male
  • 1 billion active users
  • 70% of users have some form of college or university education


Twitter is another social media behemoth, trailing only marginally behind Facebook with an estimated user base of a billion people. Unlike Facebook, Twitter’s audience is largely comprised of university- and college-educated users, making it the perfect social network for engaging with a younger target audience.

Despite lacking the advanced community features of Facebook, Twitter makes it incredibly easy to build a high-quality community. Care of its 2000-people Follow limit, businesses can easily follow relevant Twitter users. By periodically unfollowing un-requiting users, it becomes easy to build an audience of 2000 engaged, interested followers. For more great social media advice, follow us on our Twitter: ID3 – Bath Social Media Agency

Perfect for: B2C businesses with a younger audience


  • 30% Female vs 70% Male
  • 300 million active users
  • 25.3% of US web users have a G+ account
  • 1.5 billion photos uploaded every week


Despite being a relative newcomer to the social media scene, Google+ has already overtaken Twitter, with a quarter of US web users in possession of a Plus account – almost 10% more than Twitter’s reach of 16.2%. With high-adoption rates amongst tech sector businesses, design firms and photographers, it’s the perfect site for business targeting a younger male demographic.

Plus also benefits from serious search engine influence. As a product of the world’s largest search engine, content and links shared through Google+ pass link equity to other pages. That’s right – social media just became SEO.

Perfect for: Technology and design businesses; businesses targeting a younger male audience


  • 20 million active users
  • Women are 4 times more likely to use Pinterest than men (33% vs. 8%)
  • Pinterest’s popular topics are Home (17.2%), Arts and Craft (12.4%), Fashion (11.7%) and Food (10.5%)


Despite a relatively tiny audience of just 20 million active users, Pinterest is proving to be a powerhouse for referral traffic and consumer spending. The end-goal of social media marketing isn’t a huge audience, or tons of followers – it’s customers. Pinterest is responsible for sending more visitors back to business websites than any other social network (more than Twitter and LinkedIn combined). These referrals go on to spend twice as much as referrals from Twitter and Facebook – largely due to the fact that Pinterest is a product-based social network, with relatively limited potential for socialising with friends.

That said, Pinterest’s audience is predominantly female, and focused on topics including Arts, Craft and Fashion. It’s a perfect outlet for businesses with an abundance of visual content, but for service-based businesses, it might be a struggle to effectively engage with your audience.

Perfect for: B2C product-based businesses; businesses with a predominantly female target audience

Need help with your social media strategy? We’re a Bath social media agency, and we specialise in developing cost-effective social media campaigns for small businesses. From inception to implementation, we can take care of every aspect of your social media – and help you brand to showcase its products and services to an engaged, relevant audience. To find out more about our social media services, or for help and advice on all things social, get in touch!

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