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Building your social network strategy: what are the uses of each network?

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As a young company, defining a social network strategy is not obvious. With these strategies appearing more and more frequently on the web, one often tends to get lost and fall into the trap of irrelevant content leading to a decline subscribers. To help you avoid making mistakes that can be detrimental to your strategy, we detailed the main social media networks and their recommended uses. Discover the basics for a well-rounded strategy!

LinkedIn: the essential social network for professionals

LinkedIn, the world’s first professional social network, certainly needs no introduction. It is now essential for a company, no matter how small, to keep its LinkedIn profile regularly refreshed and updated.

But in the end, what is LinkedIn really useful for? There are many uses. It is a networking tool of remarkable efficiency. By adding your customers, employees, suppliers and other business partners, you can create an address book full of useful information and functionalities: professional histories, instant discussion, as well as a display interconnected relationships of those not in your professional network. This is good way to be introduced to potential collaborators!

LinkedIn is also often currently used in human resources. It offers a comprehensive and efficient recruitment tool giving beneficial access to its bank of more than 400 million users. More and more people perform their job searches on LinkedIn today. You would have to be mad to deprive yourself of it!


The LinkedIn job search tool: a preferred tool of human resources

In order to have a relevant strategy on the social network, use it to regularly share content: your blog posts or your service pages. You can also rely on important information and innovations in your field of activity. This will increase your credibility in the eyes of your potential customers.

In conclusion: should your company be present on LinkedIn? The answer is yes. Whatever it is and wherever it may be, it must be represented on the network most used by professionals.

Facebook: the multi-use and inter-generational network

The time when Facebook was only a platform for students showing their fun nights out with friends has long since passed. The social network has evolved with time and presently offers a multitude of functionalities that are very useful for companies.

Today, Facebook brings together people from all walks of life and all ages. You are no longer forced to target a younger audience to start a corporate Facebook page. A Facebook business page gives you an outlet to interact with your customers and get feedback on your products and services. In addition to the traditional relaying of website content, you can post exclusive events on Facebook that haven’t been published elsewhere. For example, it is possible to organize a contest for better brand recognition. Polls are also commonplace and rather useful to get feedback from your customers on a specific point.

A successful social network strategy rests on a key point: to generate emotion within a community. There are many examples in the features recently integrated to the platform: the appearance of new emoji buttons to complement the simple “like”, or Facebook Live, allowing users to broadcast live a video. The key to success is to play with the different features, to exploit them to the fullest.

However, Facebook has shifted from the social network stage to that of social media, and it is now more difficult to have significant choice without going through advertising. This point is not necessarily negative: sites using social network advertising solutions generally have satisfactory increases in traffic on their sites. So, study the benefits of Facebook advertising: it could be of great use to you.

In conclusion: should your company be on Facebook? Overall, the answer is yes. However, if you consider your business too formal to rub shoulders with the adventure of social networks, or if the community aspect of your brand is very weak or non-existent, you may not.

Instagram: the connected social image network

Redeemed by Facebook, the mobile application has found its place in many companies’ social network strategies. Based on sharing images and short videos, it can sometimes be a strong marketing tool.

The use of Instagram is centered, of course, on images. By sharing images of the daily life of your company, your products or the faces of your business, you help build your company’s brand image. However, using Instagram is not so simple, and corporate Instagram accounts making a “flop” are not uncommon. When launching the account, all possible means must be put in place to distinguish yourself from the many forgotten accounts: advertising campaigns, collaborations with famous accounts, addition of appropriate hashtags etc.

It is important to have a good content strategy and not share irrelevant photos. It serves no purpose to include images of your ads on your corporate Instagram account. Text has very little place on Instagram and therefore does not attract users. Your brand must have a strong visual identity so that your content is consistent with the values of the social network.


My Little Big Web Instagram account

It should be noted, however, that the majority of Instagram’s clientele consists of young people. That’s why the image sharing platform is widely used by start-up creators or small businesses who want to show a “friendly” side of their business by posting photos of their daily life in the office. If you share these values, then don’t hesitate to integrate Instagram with your social networking strategy.

In conclusion: should your company be present on Instagram? If you have a strong visual identity (food brand, fashion, travel …), yes. If you are targeting a young audience, also yes. Otherwise, the risk of making a strategical error is much higher. It should also be noted that even though Instagram enables you to advertise and therefore have an impact on sales, it has no effect in terms of SEO.

Twitter: the network to reach influencers

Twitter had its glory hour at one point in time but has since been less talked about. However, the blue bird social network still counts many users today and has many benefits for businesses.

There are many uses for Twitter in business. Twitter is first and foremost a great way to communicate directly with your customers. With good community management, you will be able to react in real time to customer comments and questions about your services. Adapt your tone to the positioning of your company to ensure an optimal strategy.

Twitter is also a good component in SEO. Tweets can be referenced in Google search results, so it’s important to carefully consider your content strategy. There is no reason to forego SEO simply because the messages are only 140 characters long! Relay your content, share unpublished information and don’t forget to re-tweet the information from other more well-known accounts to gain credibility.

A Twitter business account is also of undeniable utility when it comes to research. With many keyword research tools, you can not only search for opinions on your company, but also information about your competitors. These completely free features will complement your research strategies effectively. This is definitely an element to consider in your social network strategy!

In conclusion: should my company have a Twitter presence? If you have a large amount of content to distribute or if you work in the fields of information or new technologies, then yes. If you are looking for a way to supplement your research tools, also yes. Otherwise, you can do without it.


In these many networks, especially if you are a small company, you can quickly become lost. Don’t hesitate to make use of community management professionals, or use tools to automate your publications and simplify your tasks. Social networks are now an integral part of business web marketing strategies and should not be left out. You now have all the keys to make the right decisions and launch your business on the right social networks with the right strategy while of course avoiding mistakes!


Cofondatrice et Spécialiste SEO-SEM

Eugénie a commencé sa carrière en marketing Web chez Microsoft auprès de partenaires tels que Hewlett-Packard et Dell. En 2013, elle co-fonde My Little Big Web avec Maxence afin d'aider les PME à optimiser leur marketing Web. Ses compétences en SEO, publicité en ligne et expérience utilisateur permettent aux clients de My Little Big Web de se positionner rapidement et durablement en haut des résultats de recherche. Le partage de connaissances fait partie de ses priorités. Elle donne donc de nombreuses formations internes et externes ainsi que des conférences sur de multiples thèmes relatifs au marketing numérique.

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