Enough With All The Social Buttons! Select The Most Relevant Ones And Drop The Rest
Posted on September 16, 2013
Filed Under Advertising, Brand Building, Content Marketing Strategy, Facebook, General, Internet Marketing, LinkedIn, Marketing, Pinterest, Social Media, Social Media Marketing, Social Networking, Social Networks, Traffic Building, Twitter
Social buttons, strategically placed on your website and at the top of any content you share with your audience, makes your website more social. They help spread content organically and aid general search engine optimization. The question is: How many social buttons are enough?
Too few may limit the reach and impact of your business.
Too many may dilute your impact on the most important social sites.
What to do?
Pick the most valuable social buttons and drop the rest.
Facebook has over 1.1 billion users. It is by far the most widespread social network and it is the platform that receives the highest levels of engagement. If you have to pick ONE social button to include on your website and at the top of your posts on your blog, it’s a no-brainer that a Facebook “Like” button would be the obvious choice. Traffic on Facebook is too heavy for marketers to pass on it.
Second to Facebook in popularity is Twitter. Twitter has over 500 million users although, statistically, only 200 million of the users are actually active. However, Twitter is a much more open channel of communication as compared to Facebook: users can ‘follow’ whomever they please. This makes Twitter ideal for sharing content. The Twitter button is valuable.
Although nowhere as popular as Facebook, the social network by Google offer the unique advantage that it is by..well Google. It does not matter how many users are actually active on Google+ or what the level of engagement is like on the social network, the Google ‘+1’ button is valuable for the simple reason that it is helpful from an SEO perspective. It is no secret that social signals are now important ranking factors. Social shares are important to Google, especially Google +1s.
Predominantly a business-oriented social network, whether or not you should include a LinkedIn social button on your website and blog is something you will have to assess for yourself. LinkedIn is not a platform people use for entertainment . In fact, most people sign up on LinkedIn for the purposes of recruiting employees, looking for a job or staying in the loop with business networks.
Reddit is a social news and entertainment website. The special thing about it is that the content on Reddit is web content voted for by its registered users. Reddit does not have anywhere near the number of users as Facebook or Twitter but it is a very dynamic and enthusiastic platform with 69.9 million users consuming 4.8 billion pages of content a month.
Pinterest is widely acknowledged to be the fast-growing social media network. It is perfect for marketing purposes but it seems that the social site has a pretty specific audience. For a start, 82% of Pinterest users are women and they seem to be primarily interested in things like crafts, interior decoration and fashion. This suits the format of the social network just great. Again, whether or not you choose to include a “Pin It” button on your website and blog is a matter of personal preference. It is, however, not recommended for content marketing.
The Social Buttons That are Right for You
At the end of the day, it all comes down to the nature of your business. The Facebook “Like” and Twitter social buttons are two very obvious choices. The rest will depend on the aesthetics of your website and the type of audience you want to reach out to.
In general, 4 social buttons plus an email button is the sweet spot. Of course, depending on your how your website is designed, your requirements may be different. For example, if you have a relatively simple and minimalist website, you would probably only be able to include 2 or 3 social buttons before the website starts looking messy. If your website has a busy layout, you could probably get away with up to 6 social buttons.
Another important thing to consider is how suitable the social buttons you include are to the type of content you generally share. For example, if you only create and share written content, you have no business including a “Pin It” button on your website. But if you sell fashionable accessories then reaching out to Pinterest users would be a good business move. Pinterest is very sympathetic to visual-heavy content.