Deciding on the Best Social Media Platforms for Customer Connection (2023)

Brands have to know who their core customers are and understand which generations gravitate to which platforms.

Social media marketing is one of the most effective ways to reach customers in the channels where they are most comfortable. The problem for brands is that there are so many popular social media platforms that it’s challenging to know which of them are best to reach their customers.

Let’s look at how brands can determine which social platforms are the most appropriate for their core customers, and which platforms are used by different generations.

An Omnichannel Approach With a Consumer Focus

With new social media platforms popping up every day, the challenge is knowing the ones brands prefer for marketing, advertising and outreach.Here are some of the most popular social platforms today, according to a January 2022 Statista report:

  • Facebook - With over 2.9 billion monthly active users, Facebook remains the top dog in the social media universe.
  • Facebook Messenger - Facebook’s messaging app has over 988 million monthly active users.
  • WhatsApp - Another popular messaging service owned by Meta, WhatsApp has 2 billion monthly active users.
  • Instagram - Another Meta property, Instagram has nearly 1.5 billion monthly active users.
  • YouTube - As the second most active social network, YouTube has nearly 2.6 billion monthly active users.
  • TikTok - With one billion monthly active users, TikTok is rapidly growing in popularity and is regularly used by Gen Z as a search engine for local businesses.
  • Reddit - With 430 million monthly active users, Reddit serves as one of the largest discussion networks on the internet.
  • Twitter - This popular social commentary platform has 436 million monthly active users.
  • Pinterest - This popular photo-sharing network has 444 million monthly active users.
  • Snapchat - With 557 million monthly active users, this messaging service remains extremely popular.
  • WeChat - Coming in as the second most popular messaging app, WeChat has more than 1.2 billion monthly active users.
  • Quora - While it’s not exactly a social network, Quora still has an active community of 300 million monthly active users.
  • LinkedIn - This professional business social network has 830 million members.

Joe Karasin, head of growth at CircleIt, a generational platform, told CMSWire that the value of a social channel is somewhat dependent on the goals that brands have.

“If someone is looking to convert sales on their website, then Instagram and YouTube may be the best channels. If one wants to simply create awareness and provide content, TikTok could be the best choice. The best strategy is to take an omnichannel approach with a consumer focus, so this understanding is key to marketing,” Karasin said.

Related Article: Understanding the Connection Between Social Media and Great Customer Experience

Social Media Posting, Influencers and Advertising

Because most brands have a social presence on the top social media networks, they have several marketing options available:

  • Use their own social media presence to post images, videos and messaging.
  • Work with influencers on social platforms to endorse, review or talk about their products and services.
  • Advertise on social platforms so that the ads appear after relevant searches or users show interest in specific keywords.

Each of these options — which are not exclusive (brands can use all three if they wish) — has its own merits and drawbacks. Determining which option offers the most benefits and will reach the brand’s target audience largely depends on the strategy and goals of the campaign and the audience segment the brand is trying to reach.

Ronn Torossian, founder and chairman of 5WPR, a New York-based public relations agency, told CMSWire that every single marketing campaign needs to have a strategy, largely because the strategy determines the methodology they use for each social platform.

(Video) Which Social Media Platform Should You Grow & Focus on First?

"Companies must define every strategy for every social media platform they're going to be using because every single platform is going to be different in various ways, which means companies have to understand what's going to work best to make sure that the content is going to generate engagement with a target audience.”

Most brands post content on their own social media presences regularly, so grabbing customers’ and prospective customers’ attention can be challenging, especially when brands are trying to create content that is not seen as purely advertising.

Although social media is a medium that allows brands to show their personality and character, the content that brands post should remain consistent with the brand’s voice and values. Humor and lighthearted content allow customers to see the human side of a brand.

Presentation Is Everything

Customers understand that brands are businesses with goals that include being profitable, but they do not want to be continually bombarded with sales pitches or advertising copy.

Because a brand’s strategy affects the way it markets on each platform, Torossian said that means changing the original content idea in terms of how it's presented and formatted — either in a written or a more visual format.

“Some of the things that companies have to take into consideration are the reasons why the business is choosing to use the specific platform, the audience it is targeting, the content that is going to work best on the platform and engage the audience, the brand messages the company is trying to promote and all of the ways that the content can be made unique so the company can stand out from the crowd,” Torossian explained.

Influencer marketing is often an extremely effective means of reaching niche audiences. According to an Insider Intelligence report, as of 2019, Instagram was used by 69% of marketers who work with influencers, with YouTube coming in next at 11%. A more recent 2022 Insider Intelligence report indicated that this year, 66% of influencer marketers will use TikTok.

Advertising on social media platforms provides brands with opportunities to showcase their products and services using images, text and video. On YouTube, for instance, brands can create video advertisements that play intermittently while users watch related videos.

Brands are able to target users based on their Google search history and YouTube viewing behaviors. Google has estimated that 70% of users have purchased a product after seeing it on YouTube.

Related Article:Finding Your Target Audience Through Social Media

(Video) The BEST Social Media Platforms for Business in 2022 | Which Is Best For YOUR Business?

Generational Social Media Preferences

According to Karasin, although there are exceptions to every rule, it’s safe to assume that the newer a platform is, the younger the user base will be. “Certain channels, such as Reddit, tend to have a wider range of users in varying demographics,” he said.

The data that is made available through the various ad platforms provides brands with the ability to target those in specific generations. “On Facebook, for example, because we see the most engagement from an older user base (from older millennials to baby boomers), we create content that is relevant to those in that age range,” said Karasin.

“On Instagram, we tend to see a different range, which includes younger millennials and Gen Z through Gen X.”

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CircleIt has a different appeal to different generations. “So a Facebook ad may talk more about preserving your legacy for future generations and telling your story, while the same type of ad on IG would focus on discovering your roots and learning about your ancestors,” Karasin said.

Aneesh Dhawan, CEO of Knit, a consumer insights startup providing market data on Gen Z and millennial audiences, is in a great position to understand how to market generationally through social media.

Dhawan said that brands must truly understand the generations they wish to market to. “Not just their values, but how they express them, the trends they care about and, ultimately, the messaging that will resonate with them. When trying to understand Gen Z for example, brands have historically struggled to attract and retain their attention."

He added a warning that some brands act from a place of desperation by using slang or trying to tap into Gen Z humor without really understanding it, which is something that Gen Z considers “cringe-worthy.”

Genuine, organic outreach is the most effective way to reach this generation. “Gen Z responds best to marketing that is authentic, funny and aligns with their values of social responsibility,” Dhawan said.

(Video) The BEST Social Media Platforms for Business in 2022 | Which Is Best For YOUR Business?

“The truth is, building long-lasting brand loyalty takes time and often requires a commitment to investing in valuable consumer insights to understand what motivates this group.”

To be successful, brands need to be impeccably tuned in with not just what content and messaging resonate, Dhawan suggested, but how to effectively articulate the brand’s story.

Effectively Engaging Specific Consumer Segments

Mark Beal, professor of communication at Rutgers University, told CMSWire that there are more social media content channels than ever for brands to use to reach consumers, but to effectively engage specific consumer segments, brands must take time to truly understand which channels are preferred by each generation of customers.

“In my immersion into Gen Z, the big three — YouTube, TikTok and Instagram — are the channels that brands must leverage in an attempt to successfully engage this cohort.”

Beal said that Gen Z does not consume traditional media such as network and cable television or even Facebook, which their Gen X parents prefer.“Gen Z also gravitates towards communities of shared interests such as Discord and Reddit, online audio communities including Twitter Spaces and Clubhouse and emerging channels such as BeReal.”

Beal suggested that the content created for Gen Z needs to be concise, clever, informative and, in many cases, entertaining.

The Lowdown

With so many social media platforms available for brands to conduct marketing and advertising campaigns, it can be challenging to determine which platform is best for their goals.

Brands must establish strategies for each platform, and decide if they are going to reach customers through posting on their own social presence, working with social influencers or using targeted advertisements.

Finally, brands must understand how each generation uses social media to approach them in a way that is genuine, organic and well accepted by each generational group.


How do you answer a social network customer question? ›

Keep things light and positive when you respond to customers on social media. Unless it's obvious that they're joking around with you, avoid sarcasm or humor — at least until the problem is solved. But don't be afraid to show your personality when you engage with customers on social media, either.

How do you decide what social media platforms are best for your business? ›

6 Tips for Choosing the Right Social Media Platform for Your...
  • Start with your audience. ...
  • Consider your company. ...
  • Research your competitors and others in your industry. ...
  • Align with your overall social media marketing goals. ...
  • Understand the different platforms and their uses. ...
  • Keep in mind your available resources.

What is the best social media platform for communication? ›

With 2.93 billion monthly active users as of 2022, it's safe to say that nearly every social media user is on Facebook. So it's an excellent platform for brands to market their products to a huge audience. Users can share text posts, links, images, and videos with their Facebook friends.

How does social media help connect with customers? ›

You can use your social media channels to tell your customers about new products and give them a sneak peek about what's next. This makes them feel special (after all, they'll know first!) and can build a stronger connection between your brand and your customers.

Is social media good for customer service? ›

Major social media platforms also facilitate such customer service operations. Since it's a preferred mode for issue resolution by many customers, effective customer service will meet your customers' needs and even give your company a competitive edge.

How do you respond to positive comments on social media examples? ›

Steps for Responding to POSITIVE Comments
  1. Thank the consumer for a positive review. Be specific and genuine. ...
  2. Use the business name and keywords in the response. ...
  3. Add a little marketing to the review response. ...
  4. Invite the consumer to do something with your response.

How do you decide which social media platforms should be used? ›

To do this, you're going to determine which platform your audience uses by looking at the demographics of the users on each platform. You'll also want to consider how active your audience is on that platform. For example, while young Facebook users may have profiles, they're more active on Instagram or TikTok.

What are the factors to consider when choosing a social media channel? ›

Let's take a look at what you should consider when choosing a social media channel.
  • What are your goals? ...
  • What resources are available to you? ...
  • What content types do you have? ...
  • Where is your audience now? ...
  • What industry are you in? ...
  • Where are your competitors? ...
  • How will you manage all the social media channels?
2 Sept 2021

Why is it important to select the appropriate social media platforms for your business? ›

Each social media platform serves a different purpose and people who log in to these platforms use each of them in different ways. By choosing the right social media platform for your brand and tailoring your key messages for each, you'll better be able to reach your target audience.

Which social media platform is best for marketing and why? ›

LinkedIn is known as the primary social networking site for professionals. You can use it to update your customers on your business, recruit new team members, and connect with industry partners. Since it's a professional network, it makes the best choice for B2B social media marketing.

How can media influence people in communicating? ›

Social media reduced the barriers in communication, making it easier for everyone to express their thoughts to the world. Social media also helps widen the knowledge of an individual. Social media-sourced information is now more handy making everyone involved and active in society.

Does social media improve communication? ›

Social media is invaluable for connecting and communicating with people across the globe, building professional and personal relationships, and allowing us to capture the present moment and make it last.

How do you create meaningful customer connections? ›

5 Ways to Create Meaningful Connections With Customers
  1. Know Your Customers and Anticipate Their Next Move. ...
  2. Have Empathy and Make an Emotional Connection. ...
  3. Build Customer Services Within the Product, Offer or Service. ...
  4. Be Authentic and Genuine. ...
  5. Create a Relatable Purpose.
17 Jan 2018

Why is it important to communicate with customers via digital platforms? ›

Digital communication provides a seamless experience to customers and stakeholders – By eliminating the need for time-consuming face to face interactions, digital communication in various forms such as AI, chatbots and automation, makes it easier for customers to reach out to organizations at a time that is convenient ...

How do you connect with people on social media? ›

The Rules of Engagement: 5 Ways to Connect on Social Media
  1. Leave meaningful or humorous comments on people's photos or blog posts. Really read their content and photo captions and extend the conversation from there. ...
  2. Cross promote your followers' articles. ...
  3. Choose favorites. ...
  4. Get chatting. ...
  5. Take online offline.
4 Aug 2014

How can social media provide a more positive experience for users? ›

Use your social media channels to reach out and see how your loved ones are doing, share personal stories and photos and remind you of the important people in your life. Follow and share inspiring stories. Follow and share inspiring stories that make you feel confident and positive about your life.

What is social media customer service strategy? ›

Social media customer service is the practice of using social tools to resolve customer questions or concerns. Social customer support is highly effective because it allows customers to reach your team on the platforms they already use.

What are some examples of positive feedback for customer service? ›

Thank you so much for helping out with my customers while I've been away. It's such a good feeling to know that we can take time out when needed and the team are here to not just support our customers but support each other too. “

Why is it important to respond to comments on social media? ›

Also, by replying to comments, you're showing your followers (and customers) that you care, that you're responsive, and that their feedback matters. All of this helps you build connections and can help you stand apart from other businesses who aren't as responsive.

How do you respond to positive feedback from customers? ›

How to Reply to Positive Reviews
  1. Thank the Reviewer. You can appreciate your clients for their kind words and for taking the time to write a review. ...
  2. Use the Client's Name. ...
  3. Respond Promptly. ...
  4. Be Brief. ...
  5. State Your Business Values. ...
  6. Be Honest in Your Reply Review. ...
  7. Encourage Action. ...
  8. Share the Positive Reviews.

What are the factors that we should consider when we create materials for social media platforms? ›

Developing a Social Media Strategy: Four Factors to Consider
  • Know Your Audience. The degree to which marketers understand their audience is often a good indicator of marketing success or failure. ...
  • Align Marketing Objectives with Social Media Tools. ...
  • Establish Operating Procedures. ...
  • Identify Internal Touch Points.

Which social media platforms should business owners consider using to grow their business and why? ›


In terms of professionalism, no social network can beat LinkedIn. It's a thriving community of workers and business owners who share and connect on a professional level, making it much more formal than other social media platforms. Because of that, its users tend to respond better to B2B content than B2C.

Why is social media a great tool for your business to build trust and engagement with your audience? ›

Social media boosts your visibility among potential customers, letting you reach a wide audience by using a large amount of time and effort. And it's free to create a business profile on all the major social networks, so you have nothing to lose.

What factors are the most important when building an audience on social media channels? ›

8 Elements Behind Every Successful Social Media Strategy
  • Social Media Audits. ...
  • Clear Goals. ...
  • Clear Understanding of the Brand's Audience. ...
  • The Right Platforms. ...
  • A Content Bank and Social Media Schedule. ...
  • Social Tools. ...
  • Analysis and Measurement. ...
  • Time for Engagement.
20 Apr 2018

What goals should we set for each of our social media accounts and what does success look like? ›

Examples of common social media goals include generating leads, driving traffic to a website or online store, or getting more followers. Social media goals can apply to anything from a single ad or organic post to a full-scale campaign. Social media goals aren't the same thing as your social media strategy.

How social media impacts your business? ›

Social media has multiple positive impacts on business in terms of brand recognition, customer engagement, revenue, and customer service. It also is a great tool to evaluate your competitors and how they are using social media for their growth.

Which is the most effective social media platform today? ›

Find out which of these top 10 social media platforms will work best for your audience.
The Top 10 Social Media Sites And Platforms
  • Facebook. Screenshot by author, May 2022. ...
  • YouTube. Screenshot by author, May 2022. ...
  • WhatsApp. ...
  • Instagram. ...
  • TikTok. ...
  • Snapchat. ...
  • Reddit. ...
  • Pinterest.
30 May 2022

Why social media could be considered the best media platform? ›

We can spread a incident around the world and it is normal the positive feedback will come and protesting will happen in support of the human rights. Social media also has also huge impact in our thinking, it helped us to identify what is actually wrong and acually right as we can obeserve everything clearly.

What are the benefits of using social media when looking to advertise your business locally? ›

How Social Media Marketing Helps Local Businesses
  • Build Brand Awareness. ...
  • Provide Quick Customer Service. ...
  • Find User-Generated Content. ...
  • Sell Products & Services Through Social. ...
  • Create Cost-Effective Ad Campaigns. ...
  • Discover Valuable Market Insights.

How social media affects our communication skills? ›

Social media has some damaging effects on communication skills and unfortunately lasting damaging effects when social media is used in excess or obsessively. One, it affects the ways individuals react to emotions, social cues or nonverbal cues, as it erases this important aspect of the basis of communication.

How social media change the way we communicate? ›

Instantaneous Communication

Social media has created a sense of urgency in our communication that has not been seen before. Snapchat, one of the most prominent social media platforms, is an app where people can send messages and photos to one another that disappear after a certain time period.

What are the positive influence of media and information to communication? ›

Media and information influence to communication

These have a significant influence on the modern culture and become tools in sharing information, ideas, personal messages, and other content and have become more widespread and accessible. Not only that they become sources of information, but entertainment as well.

Does social media improve human interaction? ›

Social media is enhancing human connectivity as people can converse in ways that were once not possible”. (Tufekci) With this said, social media has not only helped people connect, it has also helped people with social anxiety take a step forward.

How does social media improve social skills? ›

Develop social and communication skills

If your teen is having problems communicating offline, social media helps them develop social skills in a space where they have ample time to think about their actions before they act and also find people with similar interests.

What are benefits of social media? ›

Here are five benefits of using social media:
  • Build relationships. Social media is not just about brands connecting with their customers. ...
  • Share your expertise. Social media gives you an opportunity to talk about what you know and what you want to be known for. ...
  • Increase your visibility. ...
  • Educate yourself. ...
  • Connect anytime.
22 Apr 2014

Why is customer connection important? ›

Customers want to have a good experience during the buying process and only those customers are likely to buy from you over and over again. Hence you need to build a good connection with the customers in order to make them trust you, which will enhance the relationship between them.

What is successful customer interaction? ›

Having good customer interaction skills means managing expectations, being realistic and communicating frankly with customers so they can act or react appropriately. That's good customer interaction.

What are the benefits of connect online to the customer? ›

Some of the top benefits of creating a connected customer service experience are:
  • 1- Customer Support Across Channels: ...
  • 2-Self Service: ...
  • 3- Enhancing Agent Productivity: ...
  • 4- Seamless Integration: ...
  • 5- Smarter Case Management: ...
  • Talk to Our Experts.
3 Sept 2017

How does social media affect the customer's decision making process? ›

Social Media Influencers

Consumers are more likely to buy when they get recommendations from a person they trust. Celebrities and popular people inspire their audience and influence their buying behavior. It is true that 49% of consumers seek guidance from social media influencers before making a buying decision.

How does social media change the way organizations interact with customers? ›

Social media has opened up a world of information for consumers and given them something new to judge a business by. Today's consumers are more tech-savvy and inquisitive about the businesses they buy from, so social media gives businesses a chance to present themselves and share what their brand is all about.

How do you create meaningful customer connections? ›

5 Ways to Create Meaningful Connections With Customers
  1. Know Your Customers and Anticipate Their Next Move. ...
  2. Have Empathy and Make an Emotional Connection. ...
  3. Build Customer Services Within the Product, Offer or Service. ...
  4. Be Authentic and Genuine. ...
  5. Create a Relatable Purpose.
17 Jan 2018

Is social media best way to communicate? ›

The importance of social media in communication is a constant topic of discussion. Online communication has brought information to people and audiences that previously could not be reached. It has increased awareness among people about what is happening in other parts of the world.

How can I connect with customers online? ›

How to Interact with Customers Online
  1. Grow email marketing.
  2. Engage on social media.
  3. Enable chat or text services.
  4. Respond to reviews (both negative and positive)
  5. Cultivate a customer community.
  6. Establish e-commerce options.
  7. Set up booking functionality.
  8. Host webinars and online events.
7 May 2021

How do you respond to an angry customer on social media? ›

Try introducing yourself and issuing an apology as early as possible: “Hi, this is Steve, I'm sorry to hear about your problem, and I'd like to help.” This personal approach can help to diffuse some of the anger your customer is feeling, and let them know that someone is listening to their concerns.

How do you handle social media queries? ›

Always respond

People asking questions of your brand on social media may or may not be your customers (yet). Answering all questions on social channels shows that you have responsive customer service. This proves to potential customers that you care about your clients' needs.

What is meant by social networking? ›

Social networking is the practice of using a dedicated online platform to maintain contact, interact and collaborate with like-minded individuals, peers, friends and family.

What new questions do you have about social networking? ›

Social Networks Conversation Questions: In General
  • What social networks do you usually use?
  • What social networks did you use to have?
  • How much time do you spend on social media?
  • What are some benefits of having social networks in our lives?
  • What are some bad points of having social networks.
7 Aug 2022

How would you deal with a difficult customer online? ›

10 strategies for dealing with difficult customers
  1. First and foremost, listen. ...
  2. Build rapport through empathy. ...
  3. Lower your voice. ...
  4. Respond as if all your customers are watching. ...
  5. Know when to give in. ...
  6. Stay calm. ...
  7. Don't take it personally. ...
  8. Remember that you're interacting with a human.

How can I be social with customers? ›

In terms of social customer care, that means:
  1. Having a self-service help center.
  2. Educating customers about your product via social content.
  3. Interacting with customers on a consistent basis (even before they make a purchase)
  4. Having answers and information on-hand before someone reaches out.
12 May 2021

Why social media is critical for customer service? ›

Brands can use social media marketing to respond to distressed customers in real-time to find a quick resolution for their situation. It's faster than sifting through an online complaint box and routing the complaints to the appropriate departments. This speed and proactivity are what customers expect from brands.

What are key point of consumer social media? ›

According to our recent survey, the top reason consumers follow a brand on social media, is for helpful information related to a hobby (26%), followed by product information (25%) or funny or interesting content (21%).

Why is social customer service important? ›

Simply put, social customer care is like a springboard for brand loyalty and increased sales. In fact, according to Statista, over 45% of US consumers have a more favorable view of brands who responded to customer complaints and questions on social media.

What are advantages of social media? ›

The advantages of social media are plenty. These include fostering connections with people from different cultures, getting the latest updates on trending topics, sharing your creativity, and interacting with individuals who have similar interests.

Why are connections and relationships important in understanding? ›

How relationships and connectedness help your emotional health. Connections with others help us feel valued, cared about, and respected. These feelings boost your self-esteem, help you feel safe, and give you strength to face difficulties in life.

What are the benefits of social networking? ›

Advantages of Social Media
  • Connectivity. Connectivity is among the most significant benefits of social media. ...
  • Education. The use of social media in education is commendable. ...
  • Information and Updates. ...
  • Awareness. ...
  • Share Anything With Others. ...
  • Helps in Building Communities. ...
  • Noble Cause. ...
  • Mental Health.
18 Oct 2022

How does social media benefit a business? ›

Benefits of social media for business

attract customers, get customer feedback and build customer loyalty. increase your market reach, including international markets. do market research and reduce marketing costs. increase revenue by building customer networks and advertising.

How do social media impact our lives? ›

However, multiple studies have found a strong link between heavy social media and an increased risk for depression, anxiety, loneliness, self-harm, and even suicidal thoughts. Social media may promote negative experiences such as: Inadequacy about your life or appearance.


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