By Peter Lyle DeHaan, PhD
Presently we have 135 answering services listed. Of those 68 of them, just over half, have social media pages, including Facebook, Twitter, and LinkedIn.
- Facebook is the most popular at 87 percent of those with a social media presence and 44 percent overall.
- Twitter follows Facebook as the second most popular at 75 percent of those with a social media presence and 38 percent overall.
- LinkedIn trails both at 65 percent of those with a social media presence and 33 percent overall.
- In an interesting subset, 53 percent of those with a social media presence use all three, which is 27 percent overall. That means just over a quarter of answering services use Facebook, Twitter, and LinkedIn.
Based on this, I make the following observations.
Half Not Social
First, half of the answering services do not have a social media presence. Though social media takes time, it is important. At the very least, think of social media as a discovery vehicle that allows people to find you and then direct them to your website, your home base. In this analogy, social media serves as an outpost.
Facebook Most Popular, But is it Best?
Next, Facebook is the most popular social media platform for answering services. However, this is likely because it’s the most common social media platform and the best understood. That doesn’t mean it’s the most effective. In fact, most people I talk to are frustrated with Facebook and wonder if it’s worth the effort.
For driving traffic to your website, I think Twitter is far more effective. And if you work to actually interact with people and engage your audience on social media, LinkedIn—the social media platform for businesses—is where to invest your time.
I encourage you to spend some time considering your social media strategy. Do you need to up your game? What changes should you make? How can you use social media to drive traffic to your website?