Which Social Media Platforms Are Right for You?

Digital marketing success starts with picking the right channels to use for your marketing. Choosing the right social platform for your business and your goals takes some research to determine.

There is no right choice for all businesses. Don’t blindly model what another business is doing. Take time to assess what is really right for you.

The key is understanding your specific target audience and determining where they are  active. There are several ways to do this:

  • Visit Pew Research and check out the latest data on social media platforms and their use
  • Ask customers, members and others who represent your target audience
  • Visit various social platforms and do some searches for your brand and related content

Once you know where your audience gathers, consider your content. You may not want to commit to an image-centric platform like Pinterest if you don’t have unique images to share. YouTube may be a great option if you have a lot of video. Understand what you have to share and select the social channels that are best for that content.

While there is no right answer for all businesses, Facebook comes pretty darn close.  Facebook is the biggest social platform, with more than 2 billion active users. You likely do want to establish and maintain a presence there.



Tips for Facebook Ads

Facebook’s advertising platform continues to evolve, adding more and more options and becoming infinitely more complex. To help you with your Facebook ads, here are three best practices to optimize your campaigns.

Choose the Right Objective

When you create an ad, the first choice you have to make is the objective. Facebook offers a range of advertising objectives that include awareness, consideration, and conversions. Each category offers different ad options that are geared towards achieving specific results.

  • Awareness: Generate interest in your product or service.
  • Consideration: Get people to start thinking about your business and to look for more information about it.
  • Conversion: Encourage people interested in your business to purchase or use your product or service.

There are a lot of options. Take time to evaluate them all and select the best fit. Choosing the right objective will make all the difference in the success of your ad.

Use Placement Optimization

A Facebook ad placement is anywhere that an ad is eligible to be served – this includes in the Facebook news feed, Instagram feed, stories, audience network, and even in messenger.

The best way to run campaigns is to use the Placement Optimization options. This enables the Facebook Ad platform to optimize the placements that are achieving your desired objective at the most cost-effective rate.

Target Your Ad

In the past, the goal of Facebook ad targeting was to be as specific as possible. However, due to increased competition and the evolution of the Facebook Ad platform, this approach can lead to more costly results.

When you go a little broader with your targeting, Facebook will automatically optimize to serve your ad to the people in your target audience who are most likely to take your desired objective action. The system also looks for the best use of budget in an attempt to drive more results for lower cost.

So Much More

There are many options that you will need to consider as you walk through the steps to create Facebook ads.  Take time to consider the implications and make the best choices. Accepting the recommended defaults can be a good way to get started. Once you run an ad or two, you can use the performance results to refine your next attempt.

5 Great Image Tools

We all need content – daily – for social media marketing. The most eye-catching content is visual. Here are five great ways to get great images.


Canva is an online web app to design graphics for projects, big and small. It is the tool most content creators seem to use. No design or editing experience is required. It is a versatile tool.


Like Canva, BeFunky is a one-stop-shop for creating graphics. It is another easy-to-use, versatile tool.

Creative Market

This site offers ready-to-use design assets from independent creators. You will find graphics, fonts, website themes, photos, and mockups. Everything is assembled to look and work well together.


Stock images are low cost (and often free). iStock offers a collection of royalty-free photos, illustrations and videos. You can find images and save to a board to create a consistent look for your social efforts.


Infogram lets you create infographics and reports. Including charts, maps, graphics, and dashboards. This lets you share data in a visual way.  There are more than 35 chart types you can use.

More Options

There are more options out there. The trick is to find the best tool for the visual you want to create.  Free is great, but don’t shy away from investing in the tools that are most helpful. The time you save may be well worth the cost.