SJBiz_Dept_Social_Media_0821_Dept 8 / 16 / 21 3 : 38 PM Page 1 aren’t millenials ? Is LinkedIn only good if S O C I A L M E D I A the nature of your business is B2B ? Does YouTube’s soaring popularity make it the best bet ? Having a definitive social me - dia strategy will help to generate content that is not only relevant , but that also resonates . “ For businesses determining their so - cial media strategy , choosing the right platform is the key , ” says Glenn Davila , president of Performance Marketing . A Strong “ Businesses need to forget their per - sonal preferences and consider the strengths and audience on each plat - form . … Like any social media network , the potential of the technology is only Connection half of the equation . The other half is to attract the audience . ” Nathan Fong is an associate profes - As businesses look to increase their presence on sor of marketing at Rutgers University - social media to engage a wide audience , they are amden and his research focuses on the C role of social media in business growth . doing so across a variety of platforms . He feels it’s important that companies don’t put all their eggs in one basket [ By Peter Proko ] and instead diversify their approach and cast a wider net . “ Making sure the audience you are looking for is on the platform you are us - ing is important , but you also have to think about how the nature of that plat - form gets used , ” says Fong . “ Rather than building your business for the platform , it’s better to build your presence on mul - tiple platforms to suit your business and your target consumers first . ” A recent study by the Pew Research Center shows that roughly 7 - in - 10 Amer - icans are active on social media . And so regardless of the desired platform , it’s evident that the social media landscape as become extremely competitive , espe - h cially when vying for coveted advertising dollars . I “ COVID basically put the investment in digital marketing spending on warp speed . That said , it’s becoming more ex - pensive and harder to fight for the real estate on Facebook , LinkedIn and so forth , ” says Len Ward , founder and pres - ident of Commexis . “ With how compet - itive things are right now , it’s critical you are in front of the right audience on so - goes without saying that in And while Twitter , Facebook and In - cial media . ” this day and age most busi - stagram seem like obvious choices , other At the heart of most social media plat - nesses , whether a mom - and - platforms like TikTok , Snapchat , What - forms is the idea of connecting people , It pop operation or a large cor - sApp , Clubhouse and many more are all and Kristi Howell understands that better poration , need to have a visible social vying for a piece of the pie . In most than most . As the president and CEO of media presence . An essential piece of cases , those who consume social media the Burlington County Chamber of Com - modern marketing , the sheer volume of do so daily and across several platforms , merce , she regularly uses any number of people utilizing social media makes it the so identifying your target demographics platforms for target marketing , to link ideal place to increase your brand aware - goes a long way in determining which is with members , engage the community by message out to ness , connect with consumers far and wide right for you . Is a law firm served well and get the chamber’s posting on Instagram if their audience the masses . and generate new business . 12 | SOUTH JERSEY BIZ | VOLUME 11 ISSUE 8 | SouthJerseyBiz.net