Blog Two

When a business is considering which social media medium to utilize there are several aspects of the site that should be taken into consideration in order to make a better decision.  First off, it should be mentioned that it is in most cases not wise for a business to try and have a presence on every social media site.  This is true for two reasons in general.  First each social media site is different and it is unlikely that it makes sense for one's business to have a presence on all of them.  Second, it takes time to maintain a effective media presence on a social media site, if a business is spreading itself to thin it will likely accomplish very little.
So what is important when we are deciding what platform to utilize?  I would argue that there are several factors that the business needs to take into consideration.  The first being how many users are they going to be able to reach with any given social media site.  In other words how many people actually have an account with the platform and how many actually use it.  The second factor, which is in general quite linked to the first, is competition.  How "loud" are the other companies and how difficult is it to have your company's voice heard.  For instance, Facebook seems to be the giant when it comes to raw users, far surpassing the competition but that doesn't necessarily mean that everyone should immediately assume it is the best choice.  This is because there is already a high amount of competition on Facebook and it would probably be difficult to achieve much return on investment.
I think another important Aspect that should be considered would be how the users of the site interact with each other and how the users receive the information in general.  It is important to consider this because if the nature of the products or services your company provides do not mesh well with the nature of the site, then your effectiveness will be limited.
Finally I think the most important factor to be considered would be the demographics of the users that actually use the site.  Each social media site is a little different in what kind of people it attracts and how those users interact with it.  It is very important to take these demographic aspects into account when considering a particular site and deciding if it is right for your company.

I will now go through two examples of demographics and what social media platforms I believe would be effective at reaching these groups.  I will also talk a little about the ads I would use to target these demographic groups.

The first group I would like to talk about are artistically inclined younger adults.  Before I get into the other things I said I would like to talk about I would like to clarify the group to which I am referring.  I don't mean to say that I am only talking about people who are professional artists between the ages of 18 and 30.  What I mean are people in that age group who are interested in the arts and consider themselves fans of things of that nature, this includes film buffs, people who listen to music a great deal, amateur photographers and painters, or anybody who just generally is interested in these sorts of things.  I think it would be most effective to use Instagram to reach this group because of the central position of photography and video on this site along with the fact that it is in general a younger crowd than some other platforms.  I would say that because of the artistic nature of the group that I have defined it seems like a high level of artistry would be effective.  This could be through cinematography or music.  I think ads that were more cognitive in their message strategy would do the best.  I also think demonstration or fantasy executions would work well.  An example of a creative and artistic ad would be:

https://www.youtube.com/watch?v=4qwA5fUh3hA

Another group that I would like to talk about are first time moms.  These are women who have recently had their first child and may or may not be thinking about a second child, either way they are new to motherhood and are trying to be the best mom they can be.  The social network I would recommend to reach this group would be Pinterest.  I believe Pinterest is ideal because it is predominantly women and because it is already recognized as a good place to find interesting things to do with crafts, DIY and those sorts of things.  Pinterest also has a large amount of healthy recipes and these might draw moms as well.  I think affective would be the best message strategy, specifically emotional advertising.  The best execution framework would probably be slice of life, but I think Authoritative would also be quite effective.

Sources:

http://blog.wishpond.com/post/72672192941/social-media-marketing-which-platform-is-right-for/

https://blog.bufferapp.com/how-to-choose-a-social-network

http://entrepreneurepicenter.com/comparing-social-media-stats/