How Social Media Managers Can Use Different Social Networks To Their Advantage

Social Media—some love it and others hate it. But regardless of our personal feelings towards it, there is no denying the profound impact it can have on businesses. According to a study done by Social Media Examiner, 90% of marketers indicated that their social media efforts have generated more exposure for their businesses and more than half of marketers who have been using social media for at least two years report it helped them improve sales (2015).

However, as amazing as social media can be, it can also be very overwhelming. With what seems like a never-ending list of social media platforms, it can be difficult to keep track of them all. But as social media managers, it’s important for us to understand the reach that each platform has, as well as the benefits of marketing on different networks so that we know how to use the different platforms to our advantage when creating campaigns.

In order to help you do this, not only have we provided you with some important statistics about the top social media platforms, but we’ve also included pros and cons about marketing on each site.


  • 1.86 billion total users and 113 billion daily active users
  • 72% of adult Internet users use Facebook
  • Facebook continues to have the most engaged uses—70% log on daily, including 43% who do so several times a day
  • In the past two years, content consumption on Facebook has increased 57%
  • Facebook posts with images see 2.3 times more engagement than those without images

Pros of Marketing on Facebook

  • With 1.86 billion users, Facebook has the largest audience of all of the social networking sites.
  • Facebook allows you to micro-target—you can define a target audience by location, employment status, age, annual income, marital status, hobbies, and many more characteristics.

Cons of Marketing on Facebook

  • Facebook may be the largest social network; however, with all of the constant activity, it can be tough to engage with your target audience.
  • Organic reach has decreased, so brands need to use paid media in order to reach users.


  • 800 million users
  • 28% of adult Internet users are on Instagram
  • 59% of Instagram users are on the platform daily, including 35% who visit several times a day
  • Instagram has 500 million monthly active users
  • Photos showing faces get 38% more likes than photos not showing faces

Pros of Marketing on Instagram

  • Instagram is the most popular, widely used social media app for millennials and is commonly used by younger generations as an alternative to Facebook.
  • The visual nature of the social network is good for businesses that have amazing image and video content.

Cons of Marketing on Instagram

  • Because Instagram’s has so many young users, most have little purchasing power as consumers.
  • The visual nature of Instgram is beneficial for brands in industries like dining and fashion, but many brands have a difficult time creating enough visual content to be relevant on the social network.


  • 500 million users; 25% of adult users are on LinkedIn
  • LinkedIn is the only major social media platform for which usage rates are higher among 30- to 49- year olds than among 18- to 29-year olds
  • 46% of online adults who have graduated from college are LinkedIn users, compared with just 9% of online adults with a high school diploma or less
  • 32% of employed adults are LinkedIn users, compared with 15% of online adults who are not employed
  • In the past two years, content consumption on LinkedIn has increased 21%

Pros of Marketing on LinkedIn

  • As the most popular site for professionals, LinkedIn isn’t as cluttered as Facebook and Instagram, and it presents many opportunities for companies to engage in B2B selling.
  • Many highly respected business influencers are active on LinkedIn, as the site is seen as social media’s center of professional thought leadership

Cons of Marketing on LinkedIn

  • The LinkedIn community is not very active, especially when compared to Facebook, Instagram, and Twitter.
  • The cost of marketing on LinkedIn can be very high.


  • 175 million monthly active users
  • 31% of adult Internet users use Pinterest
  • “Pinners” are just as likely to purchase as users from other social channels, but spend 50% more on average compared to other social channels. They also spend 20% more that users referred from non-social channels
  • 71% of Pinterest’s users are women
  • 45% of people on Pinterest use the app while watching TV

Pros of Marketing on Pinterest

  • The unique design of Pinterest (every image that you put on a board is automatically hyperlinked to its original source) makes it extremely easy to drive traffic from Pinterest to external sites.
  • People come to Pinterest to research topics that are important to them, which means there is a good chance that they are thinking about buying or signing up for something, so conversion rates on Pinterest are usually higher compared to Twitter and Facebook.

Cons of Marketing on Pinterest

  • Because most Pinterest users are women under the age of 45, it can be difficult to reach a wide range of audiences on this site.
  • Pinterest is a lifestyle social site, so a lot of boards aren’t business oriented. If you are a fashion or food brand, you will have much more success marketing on Pinterest compared to a construction company.


  • 187 million daily active users
  • 52% of Snapchat users are under the age of 25
  • 30% of US millennial Internet users use Snapchat regularly
  • Users under the age of 25 use Snapchat for 40 minutes on average every day
  • Every second, 8,796 photos are shared on Snapchat

 Pros of Marketing on Snapchat

  • Users tend to be more engaged and attentive when using Snapchat because it is a live streaming app.
  • Snapchat’s audience is extremely active, with 10 billion video views every day.

 Cons of Marketing on Snapchat

  • Snapchat is more so used by younger, rather than older, audiences, so users don’t have a lot of purchasing power.
  • There is no way to track data on Snapchat, which makes measuring a social media marketing campaign extremely difficult.


  • 313 million monthly active users
  • 23% of adult Internet users are on Twitter
  • 30% of online adults under 50 use Twitter, compared with 11% of online adults ages 50 and older
  • Twitter has nearly 4 times as many users internationally as in the US
  • In the past two years, content consumption on Twitter has increased 25%

Pros of Marketing on Twitter

  • Twitter has the most effective real-time content delivery system of any active network.
  • The site is quite effective for paid media marketing campaigns because promoted tweets reach target audiences at lower pay-per-click rates than Facebook.

Cons of Marketing on Twitter

  • While Twitter comes in second behind Facebook as far as number of users, its growth is stagnant.
  • Even though Twitter has become a better site for marketing with paid media, it is lacking compared to the competition in terms of useful analytics and data reporting.

Sources: HubspotEmergent Digital, Omnicore & Brandon Gaille

Which Social Media Site Are YOU?

Now that you’ve read about all of the different social media sites, take this quiz that we created to find out which social media site you are!

The Man, The Myth, The Legend: Professor Jameson Watts On Preparing For A Social Media Marketing Interview

No matter how many positions you’ve applied to, everyone still gets a little nervous when interviewing for a job.

But to help you get rid of those nerves, Fortitude Marketing took some time to talk with Professor Jameson Watts to get his expert advice on how to best prepare for a social media marketing interview!

Was this video helpful? Let us know your thoughts by commenting below!

Interested in learning how social media managers can use different social media platforms to their advantage when executing a marketing campaign? Then check out this other article from Fortitude Marketing! (Plus take a quiz to find out which social media network you are!)

Atkinson Answers: MBA Students’ Perspectives On Managing Personal and Professional Social Media Networks

“Not everyone is strictly a personal or professional connection. Anybody in your personal life can also be a professional connection. It’s important to understand that overlap.”—Colin Rice, Willamette University Atkinson Graduate School of Management, MBA Candidate 

Did you know that Internet users have an average of SEVEN social media accounts?

With so many different networks, it can be difficult to manage how we represent ourselves on each platform. However, as young business professionals who are currently applying for internships and jobs, it is crucial that we put some effort into how we conduct ourselves on social media.

To get a better idea of how students manage their personal and professional social media networks, we talked with some Willamette University Atkinson Graduate School of Management MBA candidates.

Do you want to learn more about how to manage your personal and professional social media networks? Read this article about four different strategies you can start implementing today! 

How To Manage Your Personal and Professional Social Media Networks

Forty-three—that’s the percentage of employers who use social media networking sites to research job candidates, according to a study done by CareerBuilder. And 51 percent of those employers said they’ve found content on social media that caused them not to hire a candidate.

Social media is an important part of most of our lives. As of 2017, 81 percent of Americans had a social media profile, and that number is expected to increase in 2018. Social media is how we connect with family and friends, stay up-to-date on current events, laugh at funny videos, share opinions, and so much more. But here’s the thing—as popular and entertaining as social media might be, there is also a level of risk that we take on when we sign up for a social media network.

When we were in high school, there’s a good chance that the last thing on our minds was whether or not our Facebook and Instagram profiles were appropriate for employers to see. We weren’t thinking about how to represent ourselves on Snapchat versus LinkedIn. But a significant amount of time has passed since those days, and now (whether we like it or not) we are young business professionals, and the way we represent ourselves on social media is extremely important.

So the question becomes, what is the best way to manage our personal and professional social media platforms?

There truly is no one right way to do it. In a study conducted by Harvard Business Review, they interviewed dozens of professional about their use of social media and discovered that there were several different strategies they were using:

#1: The Open Strategy

While this is definitely the simplest strategy, it is also the most riskiest. Utilizing an Open strategy means that you don’t attempt to separate your personal and professional social media platforms in any way. You can post whatever you’d like without caring about who will see it. If you value transparency and authenticity above everything else, this is the strategy for you.

#2: The Audience Strategy

This approach includes keeping your professional and personal networks separate. For example, on Facebook you might choose to only accept requests from people in your personal life, and divert requests from co-workers to LinkedIn. While this strategy requires a bit more work, it ensures that you won’t be viewed in an unprofessional manner if you post something on Facebook that you might not want your boss seeing. However, you need to remember that over time someone who was once just a friend may become a colleague, so this strategy is definitely not risk-free.

#3: The Content Strategy

But what if you feel like rejecting a friend request from a co-worker is rude? This is where the Content strategy comes in. You can accept requests from both personal and professional contacts on whichever networks you’d like! But here’s the catch: You have to be careful about the content that you post. While you don’t have to worry about separating your contacts according to what social media platform you are on, you can’t just post whatever you feel like.

#4: The Custom Strategy

If you are willing to invest the time and the effort, you may want to consider combining both the Audience and Content strategies, and thus use the Custom strategy. By managing both your audience and content, you can ensure that your professional reputation will be safe while also sustaining an authentic personal identity. One way to implement this strategy is to create two different lists on Facebook—one for personal contacts and one for professional contacts.

Which Strategy Should You Choose?

While there are pros and cons for each strategy, Harvard Business Review believes that most professionals would be best served by a Content or a Custom strategy:

“A Custom strategy allows for richer relationships to be forged with peers through the sharing of information that goes beyond the strictly professional. At the same time, it saves the boss from seeing too many party and baby pictures, and spares friends all the job-related content that means nothing to them. However, you must have the capabilities to execute this Custom strategy effectively or else it could backfire. A Content strategy is the next best alternative that requires fewer capabilities, but may allow you to connect with a broad audience effectively.”

However, at the end of the day, there is no “perfect” strategy, and you should choose the approach that you feel the most comfortable with. Be aware of the risks associated with each strategy, consider the industry that you work in, and don’t forget to take the future into account. While it may seem overwhelming at times, thinking through and choosing your own strategy is worth the time and effort to ensure that you are managing your social media networks effectively.

Curious about how your peers manage their personal and professional social media networks? Watch this video to find out!

Untappd—Where Beer and Social Media Collide

Platform Feature: Untappd

 “The cool thing about beer is that it creates conversation across geographic boundaries and we can enhance that experience.” –Greg Avala, co-founder of Untappd

You’ve heard of Facebook. You’ve heard of Twitter. And you’ve heard of Instagram.

But what is Untappd?

Have you ever wanted to find the latest and greatest local brews?

Do you hate showing up to your favorite pub, only to find that your favorite tap is out?

Do you love social media so much that you are constantly checking your profiles no matter where you are?

Well, thanks to Untappd, you can now easily find that beer you wanted to try and be sure it’s still on tap. Untappd is a social media platform that lets you connect with friends, plan a night out, and interact with a multitude of bars and restaurants right from your phone.

If you like beer, this app will help take you to the next level and make you a beer enthusiast. This app isn’t designed to help you find Coors Light or Heineken. Rather, Untappd will help keep you up-to-date on the latest and greatest speciality brews in your area. No longer will you have to be the friend who is the last to know about a new summer lager.

How To Interact With The Platform

Consumers: While you can download and use the app for free, you can also pay $25 a month for more features. You can rate beer, earn badges, review tap lists and see what your friends are drinking. You get access to others’ beer reviews and ratings so you don’t make the mistake of ordering a beer you don’t like.

Businesses: If you are looking to put your business on Untappd, you can pay $599 a year to help you connect with avid beer drinkers. Untappd allows you to interact with your soon-to-be customers, design custom badges to award patrons, and promote new drink specials and events.

This app is uniquely designed to connect both beer drinkers and the establishments that serve them. Through this constantly updated app, users are able to provide real-time feedback on what beers they like and don’t like.

Helping Keep You Safe

This app can even help you avoid getting a DUI. The creators of Untappd have partnered with Uber to make for a more pleasant and safer beer drinking experience. Once you have planned your night out and checked-in at a bar, you can automatically order an Uber to pick you up and take you to your next destination!

Click here to learn more about Untappd and create an account!

More From Fortitude Marketing: Want to read about how social media managers can make a difference through purpose-driven campaigns? Then check out this other article!

8 Simple Steps To Help Young Business Professionals Create Their Personal Brand

The job market these days just seems to be getting more and more competitive. So how do you set yourself apart from everyone else?


Not sure where to start?

Well then it’s your lucky day! Just download this infographic for the 8 simple steps that will help you create your personal brand!

Want to read more content from Fortitude Marketing? Check out these articles.

This Is Why Donald Trump Is So Influential on Social Media

Purpose-Driven Campaigns: How Social Media Managers Can Make a Difference in More Ways Than One


Purpose-Driven Campaigns: How Social Media Managers Can Make a Difference in More Ways Than One

Dove, Twitter, and the #SpeakBeautiful Social Media Campaign

Did you know…?

  • In 2014, women posted 5 million negative Tweets about beauty and body image.
  • 82% of women feel the beauty standards set by social media are unrealistic.
  • 8 out of 10 women encounter negative comments on social media that critique women’s looks.
  • 4 of out every 5 negative Tweets about beauty and body image are written by women critiquing themselves.

These statistics were discovered in a 2014 study conducted by Dove.

To help spark change, Dove wanted to empower women to speak with more confidence, optimism, and kindness about beauty online, so the company partnered with Twitter to launch the #SpeakBeautiful campaign.

Here’s how the campaign worked—Dove and Twitter posted a video that aired during the 2015 Academy Awards pre-show to promote the campaign. Then, Twitter technology found negative Tweets about beauty and body image posted during the show, and the Dove account replied to those Tweets in real-time, suggesting that people think more positively about what they are saying.

Dove explained:

When a negative Tweet was posted, the technology was used by Dove to send non-automated responses to real women, which included constructive and accessible advice to encourage more positive online language and habits. Advice came directly from social media and self-esteem experts who collaborated with Dove and Twitter to empower women to speak with more confidence, optimism, and kindness about beauty online.

The results of the campaign were amazing:

  • Dove connected with women on a personal level and engaged 1:1 with over 3,000 negative Tweets.
  • The number of negative Tweets about beauty and body image posted by women decreased from 5.3 million in 2014 to 3.4 million in 2015.
  • From the 2014 to 2015 Academy Awards show, women posted 30% fewer negative Tweets and 69% more positive Tweets about themselves.

As social media marketing managers, what can we learn from Dove and the #SpeakBeautiful campaign?

When it comes to social interactions, a brand can have a high barrier to activation or a low barrier to activation.

What does this mean?

When you are talking with your friends, are you more interested in discussing the newest Apple iPhone or a bar of Dove soap?

Dove has a very high barrier to activation because—let’s face it—soap isn’t that exciting, so it can be difficult for the brand to have consumers engage with, and talk about, its products. On the other hand, Apple has a very low barrier to activation because consumers are constantly talking about Apple products.

But Dove figured out how to overcome this challenge.

Rather than focusing on how to advertise soap, Dove decided to create purpose-driven campaigns. For over a decade, Dove has been committed to making beauty a source of confidence, rather than anxiety. From the Real Beauty campaign in 2004, to the #SpeakBeautiful campaign in 2015, Dove has simultaneously been able to help empower women with more confidence and transform the way women view themselves while also generating a great deal of awareness for the company.

For example, the #SpeakBeautiful campaign drove affinity for Dove, with brand sentiment increasing 17%. Over the course of a year, women used #SpeakBeautiful more than 168,000 times and drove 800 million social media impressions.

As social media marketing managers, we may not get the opportunity to enact social change every day. However, when we look at campaigns like #SpeakBeautiful, it’s amazing to know that we have the power to create purpose-driven campaigns that not only help raise awareness for the brands we work for, but also truly make a difference in the world.

This Is Why Donald Trump Is So Influential on Social Media

Becoming the 45th president of the United States of America should have encouraged Donald Trump to give his tweeting a rest, right?

He may only have an average approval rating of 38 percent, but he has 48,759,984 Twitter followers.

So what makes him so influential on social media?

Yes, he has a lot of followers. And yes, the content of his posts probably has a lot to do with it as well. His tweets range from petty and rude to hostile and untrue. They spark controversy on a daily basis and are a regular topic on the evening news. But there is so much more to it than just the offensive nature of his tweets.

Connectivity vs. Activity

On what seems like a never-ending quest to obtain more social media followers, we must also remember that connectivity isn’t everything when it comes to being effective on social media.

Trump has over 48 million Twitter followers, but what may be even more important than his number of followers is the number of tweets he has posted.

On the list of the top 100 people and brands with the most Twitter followers, Trump ranks 20th, compared to Katy Perry, who comes in at number one with 108,808,851 followers. However, while Perry only has 8,859 tweets, Trump has 37,086.

Why does this matter?

In the world of social media marketing, people who have a lot of followers are called “hubs.” Take Taylor Swift as an example—she has 85 million Twitter followers. Because she has so many connections, it would make sense for a business to choose her as someone to promote its brand, wouldn’t it?

Not exactly. In a study done by Stukent, it was found that for many Twitter users, increasing their follower count actually resulted in them posting less frequently. Not surprisingly, Swift has only tweeted 86 times.

A “pump,” on the other hand, is someone who doesn’t have a ton of followers, but has very high activity, which means they are constantly posting on social media and engaging with their followers. In another study done by Stukent, they looked at 20,000 pieces of content and found no correlation between how many connections the initial sharer had and how many times others shared the piece of content. They did, however, find a positive correlation between how active the initial user was and the number of times the content was shared.

Activity—rather than connectivity—seemed to be the differentiating factor when it came to how likely people were to share content.

An important reason why pumps can be so effective is because their social media accounts are perceived as being more personal than someone who has millions of followers, but barely interacts with them.

This is why Trump is so influential on social media—he is a hub and a pump. While his tweets may be crude, aggressive, and brash, it is the fact that he shows his personal feelings and emotions through his posts that makes his followers feel like they know the @realDonaldTrump.

So what can we as business professionals learn from Trump’s social media?

When it comes to social media marketing, hiring influencers to promote a brand can be extremely effective—but only if we know how to choose the right ones.

The number of followers that someone has is not always the most important aspect of their social media. It’s vital to find someone who has a personal nature to their account and who is constantly active and engaging with their followers.

While there are some obvious reasons why Donald Trump may not be the best choice when it comes time to actually pick an influencer, we should still remember what makes him so effective and take that into consideration when trying to find the perfect promoter for the brands we are working for.

GIFs provided by giphy.

5 Viral Social Media Challenges That Should Never Be Forgotten

1. Ice Bucket Challenge

The Ice Bucket Challenge began when golfer Chris Kennedy completed the unaffiliated challenge and dedicated it to ALS awareness.  It drew in big name celebrities such as Oprah, Steven Spielberg, and Donald Trump.

2. Mannequin Challenge

This challenge consists of someone standing completely still, like a mannequin, while a song plays in the background—usually “Black Beatles” by Rae Sremmurd.  It went viral with the hashtag #MannequinChallenge on Instagram and Twitter.

3. Planking

Planking swept the newsfeeds of millions in 2010, originating from a Facebook page created by two Australian friends that showcased some of the best “planking” photos.  The challenge was accepted as users began to post their own photos, each one more awkward or dangerous than the last.

4. Harlem Shake

Youtuber “DizastaMusic” is credited with creating the trend, which involved a 30-second dance routine often featuring costumes or props.  The choreography was reminiscent of a flash mob, as videos often began with one dancer, surrounded by people looking confused, and ended with the entire crowd participating.

5. Cinnamon Challenge

Peaking in 2012 and then again in 2014, this challenge featured people attempting to eat a spoonful of cinnamon in less than a minute without water.  It faced a lot of public scrutiny as a health concern.