Market Fragmentation

Social media

Picking the right social media platform for your business – when less is more

types of social media

Social media

In an average social minute Facebook users like 4,166,667 posts, Apple users download 51,000 apps, and Instagram users like 1,736,111 photos.

With numbers like this it is easy to jump the bandwagon and join the “hot” new platform each month.

But does it make a good social media strategy?

In short – No! 

Actually, when crafting your social media strategy, less is more approach is probably right.

And if you are thinking more relatively cheap exposure cannot hurt your business, than you are probably not very familiar with market fragmentation concept.

In short, market fragmentation revolves around the idea that all markets are diverse. The trend in developed countries is that markets are becoming more and more fragmented with increased customization and growth of niche markets.

And with an increased emphasis on reaching all of our consumers, customizing the marketing message for each platform, and aggressively attacking all the relevant social media platforms, we do not even consider the mess we are tangling our business in.

Just think about it.

You blog about your upcoming relocation.

You Instagram the photo of you newest showroom.

You tweet about your newest location.

You Facebook the invite for the opening.

You Snapchat the cake cutting ceremony.

You Youtube the thank you video.

And you forget the most important thing – TO INTEGRATE YOUR MARKETING MESSAGE.


So how do you actually make your marketing strategy work for you?

1. Know where your customers are – analyze your target market well, and you will probably be able to tell where they hang out.

2. Pick the right platform for your business – apart from knowing where your audience is, consider also nature and functions of the platform. Twitter works just great for live updates and quick audience interaction. Instagram and Pinterest are musts if you are in graphic design, food, makeup, fashion or art business. And LinkedIn is just fine for your B2B model.

3. Use your resources smartly – concentrate your efforts where it really matters. There is really no point in wasting your money, or your effort in reaching demographics you do not need, or sending messages that do little for your business. For example, if you are B2b your safest bet is LinkedIn. Then why spend bunch of money and effort on Snapchat?

4. Know what your goals are – do you want to increase traffic, build relationships, or build reputation? Knowing your goal will help you with choice of the platform, but also marketing message to send.

5. Consolidate your marketing message – simplicity is always a good option. Make sure your marketing message is consistent. By running same, yet adapted promotional campaign across all of channels, you will be greatly reducing effects of market fragmentation.

For more interesting views on social media effects on market fragmentation, and how to overcome it check this and this.

For types of social media for your business check this guide.