• jason74248

The Best Platform for What You Want to Say: Facebook, Instagram & Twitter All Have a Purpose

Updated: Nov 1, 2019

As Community Managers, we use our talent, experience and knowledge of the digital landscape to best represent you and your brand. In turn, this will work to engage your audience in a dialogue that creates brand equity and keeps your brand top of mind in the decision-making process.

There is a train of thought amongst some that social media posts are the amalgamation of a witty caption, a pretty picture and luck. Rest assured, there is much more to it. The Socio Local Community Management Team and I work tirelessly mining insights from previous campaigns to identify exactly when, where and how we will engage with your audience.

For example, these insights allow us to capture the attention of your audience when they are commuting to and from work. This is particularly valuable as they are what we refer to as a ‘captive audience’ as they are scrolling on their news feeds on the train, bus, taxi, etc. A further aspect that we have to consider is which platform works best for your brand's voice.

It is only after we have answered these questions that we will whip out our ‘Witty Captions & Pretty Pictures for Dummies’ book 🤣.

As you will read over the next few paragraphs, each platform plays a specific role your brand's online presence, how each platform has its own intricacies and the very specific roles they play in your digital marketing communications mix


Widely regarded as the King of Social, Facebook has a body of users that rivals most other social platforms.

One of the core benefits of Facebook is that fans endorse your business for free. Inherently, Facebook friends know each other well, so there is a higher level of trust which can translate into trust of your venue.

Per, there are over 2.8 million Irish Facebook users, 31% of which are over the age of 40. In comparison, there are those under the age of 35 makes up 46.2%.

This is why we put such emphasis on our initial Strategy Calls with our new clients. It cannot be stressed enough that, as the protectors and enablers of your brands online presence, we understand exactly who your primary target audience are and how they have engaged with your business previously. We then marry this with our aforementioned expertise and make the social magic happen 🔮.

Another key factor to keep in mind - especially when rolling out campaigns - is Post Frequency. The number one reason for dumping Facebook friends is they feel bombarded by useless and irrelevant news or imagery. Like, who amongst us hasn’t unfriended that annoying Aunt or Uncle who keeps spamming our news feed with images of their new pet dog named Jeremy.


Earlier this year, reported that over 60% of the world's most popular brands are using Instagram as a route to interact with customers. If it’s good enough for them...

Instagram is an essential tool in telling your brand's story online. It’s interface - lending itself society’s image-conscious culture - provides your customers with a window into your business. It allows you and your team to sell something more than just your product or service: your business's culture, ethos and personality - factors which are so important in the decision-making process, especially for millennials.

Our Community Management team uses their own personal knowledge as well as their professional knowledge of the platform to follow trends, forecast what is and will be popular with your target market and understand what exactly it is that your customers demand in a brand they engage with regularly.

With over 1 billion active users - and growing rapidly - Instagram is a social media behemoth, so it is no surprise to see Forrester reporting that engagement on the platform is ten times higher than Facebook and 84 times higher than Twitter.

This can be attributed to how we use Instagram as opposed to other platforms. In the hospitality sector, Instagram showcases the beautiful aspects of the restaurant, hotel or bar and allows the audience access into a world that speaks to their desires such as indulgence, temptation and succulence.

The hashtag #foodporn was born on the platform and though we am not a fan of this hashtag, this is a clear indication of what works on the platform. It is a hashtag that can be used by the right brand, but not by all brands. You’d be surprised to see the amount of restaurants we see making that mistake.

Warm, beautiful and enticing images of handmade pasta followed by further rich, delectable, professionally shot images is the synopsis of a lot of our of our Instagram feeds. Customers today are well aware of what is a well-shot and well-presented dish and your venues photo quality isn’t up to scratch and the copy alongside it isn't engaging enough, then you can find yourself losing more followers than you gain - and at a rapid rate.

Photography has changed massively over the years. It is also estimated that 10% of all photos ever taken were snapped in the last 12 months. Our appetite for photography shows no signs of slowing down. These Instagram stats demonstrate how important this trend is for marketers hoping to reach their audience. Find out more:

While Instagram may be more competitive than Instagram, it can also be more rewarding. With a mixture of first-hand, ‘on the go’ stories to complement your brands posts, you can turn people from an online fan to a loyal customer. A fantastic example of this can be found by the folks running The Fat Fox (@thefatfoxofficial) in Delgany, Co. Wicklow. They post a variety of content, stories and always ensure that it is authentic, with no-frills and always done to entertain their customers.


In direct contrast with Facebook and Instagram, Twitter’s most powerful - and unique - quality is its use as a real-time news feed. Little snippets of quick, fresh content are exactly what is needed on Twitter. This allows users to send and read short (240 character) messages. Younger users depend on Twitter for news. No other medium in recent history has changed how news is distributed more than Twitter. The microblogging site allows users to keep up with events.

According to SproutSocial’s 2019 report, Twitter’s largest demographic is young adults between the ages of 18-29 - coming in at 37% - and has a pretty equal gender breakdown with 24% of males online using the platform versus 21% of females online.

When using it as a tool for your marketing - retweeting tweets that align with your brand showcases to everyone what your restaurant believes in and like sharing on Facebook and regramming on Instagram provides people with an insight into your businesses personality, ethos and culture.

The most unique thing about Twitter is how much freedom you have to go wild with your creative - an ordinary graphic or image just doesn’t seem to cut it these days. Videos, carousels with an added full-screen option, blog posts, external links, polls & competitions are all excellent pieces of content that you can play around with.

So, there you have it! A place for all of your ideas, offers, staff updates and value! Now bring it all together with the use of Socio Connect, book a free demo with us today.


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