Social Media Blogs by Aliza Sherman

Social Media Blogs by Aliza Sherman
Picture of Aliza Sherman Aliza Sherman is a news media entrepreneur, author, women's issues activist, and international speaker. Sherman has received recognition for her role as an entrepreneur focused on women's issues, particularly women's role in the news media industry and their participation on the Internet.

Picking the Right Social Networks

Picking the Right Social Networks

Gaining the understanding and skills for using social and mobile networks to network can be daunting given the number of choices out there. Knowing which networks to leverage to reach the right target market starts with asking some strategic questions.

  1. What are you marketing? Marketing services on visual social networks can be more challenging than marketing products so keep this in mind as you select social networks to use.
  2. Who are you marketing to? Each social network reaches a particular audience. Knowing which social networks and apps your customers and prospects prefer helps you zero in on the right ones to use.
  3. What do you want them to do? The most effective social media marketing leads to actions. Actions can include filling out a survey or a form for more information, calling you, hiring you, or purchasing from you. Some social networks are better for driving particular actions than others.

Here is a quick breakdown of the most popular social networks and some pros and cons of using them.


PRO: Facebook is huge so you have the potential to reach a large number of diverse people through your Facebook Page.

CON: Facebook limits the visibility of your content unless you advertise with them.

PRO: Once you make connections on your Facebook Page, you have the opportunity to provide customer service and build relationships and loyalty.

CON: Getting people to click on the links in your posts is much harder than getting them to click “Like” so it takes time and creativity to garner attention and be able to hold onto it.


PRO: Twitter reaches a global audience and linking out to other websites is the norm so it can help drive traffic to your website.

CON: Getting attention for your tweets is challenging unless you advertise because the feed moves so quickly and most people follow hundreds or thousands of feeds.

PRO: You can build your brand and showcase your expertise on Twitter as well as reach out to the media as many reporters use Twitter to find newsworthy stories and sources.

CON: Twitter requires publishing content multiple times on a daily basis to be effective and that can be time-consuming.


PRO: LinkedIn is a business-oriented network and a good place to showcase your business and expertise and reach professionals.

CON: While your LinkedIn profile is often more effective than your LinkedIn Page for staying in regular contact with others.

PRO: You can showcase your company’s products or services and your team on and post content to your LinkedIn Page.

CON: Most people are not accustomed to following LinkedIn Pages so tend to see more of the content you post on your profile than on your Page unless you pay to advertise your post as Sponsored Content.


PRO: Pinterest is very popular and is known to drive traffic to websites and even facilitate sales.

CON: Keeping up with daily posting or “pinning” on Pinterest takes a lot of time as does creating Pinterest-specific content that works best on this highly visual network.

PRO: Pinterest offers a way to advertise pins to get more attention.

CON: More people use Pinterest to save items for later than as a shopping tool so sales don’t happen immediately.


PRO: This highly visual and very popular mobile network lets you tell your story through photos, graphics and video.

CON: The more popular Instagram accounts engage in careful planning, storyboarding, and designing of their posts versus spontaneously posting in the moment.

PRO: You can advertise on Instagram using the Facebook ad manager and can get a lot of attention for your posts this way.

CON: Instagram does not allow clickable links within posts so people have to take the extra step of going to the link in your bio to get to your site or other destination on the web.


PRO: Snapchat is gaining in popularity and expanding beyond younger users.

CON: Snapchat messages disappear after 24 hours, and even though you can archive them, this type of impermanence can make it hard to build momentum unless you use the app often.

PRO: You can now purchase geofilters for as little as $15 to $20 to allow people to decorate their image or video with your brand.

CON: Geofilters are purchased based on location, coverage area, and duration and this can add up to hundreds or thousands of dollars depending on your specs.

Through social media marketing on social networks, you have the opportunity to provide customer service and build relationships and loyalty. Picking the right networks can make your efforts more effective rather than building a presence everywhere.

Read other social media blogs by Aliza Sherman