Which is better for that business? Facebook, Twitter, LinkedIn, etc

Depending on your business, have the right social media strategy. If your mission involves selling professional services and intellectual things, choose the right social media, preferably LinkedIn. Increasingly, the most important feature in digital product business is having many users. And if you can get those users largely free, amazing things will happen. How can you get 100 visitors from LinkedIn to your website in a week? If you do that, you have saved $500+.

LinkedIn is a place where you can convert users to paying customers when people come to your site. But getting those users to come without spending truckloads of $dollar could be important to your bottomline. If your business is about entertainment and the product is what you post, Facebook/YouTube wins. But if your post is to take your customers to the product, it changes the equation.

I have run many matrices, and can conclude that, in our business, 10 users in LinkedIn are far more valuable than 100 users in Twitter and 50 in Facebook, on our ability to convert visitors to paying customers. I left Twitter because it was a waste of time; many shows, no action.  I am also hoping that Facebook improves to avoid me leaving it. But LinkedIn outperforms as when that visitor arrives, there is a chance the digits will hit the bank. That is why all our materials (size, colour, etc) are designed with a LinkedIn-first strategy.

What is your social media playbook? You need to look at data to know where to invest your efforts. Facebook could be better if your post is the product (eg entertainment). Twitter is hopelessly non-monetizable from a user perspective, from my experience.

Remember: the most important feature for that online product is that you have users! That is what they call network-effect phenomenon where a positive continuum of wins triggers a virtuoso circle of many good things resulting in more good things. 

The key is finding that first win – and once you do, other wins will come. In the Igbo Nation, it takes the killing of a leopard (just one to be called “ogbuagu”) to be called a “killer of leopards”. Kill that first “leopard” with a great social media playbook. #strategy

Comment on Feed

Comment 1: Cheap products (<20$ ) sell best on Facebook/Insta. Commodities sell best there. As soon as a product is differentiated, one must change a platform and LI works better .

My Response: I tend to think that it is not the price. Female wig, especially the Brazilian type, does well on Facebook and Instagram. That can cost $200 or more.  I think it is the audience and the state of mind of people. It may be strange trying that product here. I still think that Jumia will be doing better without Facebook; many things are sold there. But they are not intellectual or knowledge in nature; LinkedIn wins that category.

[on different platforms not working] That is why all of them exist -serves different customers. But it seems you are a user and not a merchant (my target for this post). You can learn from all the platforms. My post was for those who have products to sell and how to execute a winning strategy.

Comment 2: I would be surprised if your data shows otherwise, Facebook is just a large pool of comedy lovers. Someone on my contact list asked me to help her business via data analytics, she wants to be able to see the effect of her social media marketing. I gave her metrics to track, surprisingly, even cake baking had most converts from Instagram (61% in value) and (83% in count) Facebook ranked below Twitter. I told her to stop paying for ads, yet Facebook gets the highest likes and comments 

Plot source: brandwatch

Register for Tekedia Mini-MBA (Feb 10 - May 3, 2025), and join Prof Ndubuisi Ekekwe and our global faculty; click here.