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Choose the Right Social Network for Your Business


With 92% of business owners in 2014 saying social media was a necessity to their business, marketers naturally want to allocate their budget toward actions that produce results. Measuring return on investment from social media has become easier as more platforms are offering analytics tools that can help businesses calculate the value of their investments. Whether you’re a retailer, manufacturer or you operate your own eCommerce site, with so many social media networks available, and more constantly being introduced, it’s crucial to analyze and determine which social platform will best fit your brand and your target audience.

Let’s breakdown the 5 platforms that can help you enhance your brand’s social presence.


With over 1 billion active users, Facebook is the widest reaching social media network available for brands to connect with their customers. For retailers and eCommerce companies, Facebook provides a great opportunity. With 77% of B2C companies acquiring customers through Facebook, the social network’s broad demographics across age, gender, lifestyle, and more, makes it a powerful tool for almost every kind of company to create unique customer acquisition and engagement opportunities.

Implementing customer loyalty and social commerce solutions, such as Contests, Share and Win, Refer a Friend, Social Login, and more into your Facebook presence, enables you to create unique marketing strategies to encourage customer interactions, word-of-mouth marketing, drive traffic to your store and website, and ultimately, increase customer conversion.


Although Pinterest is relatively new in the social media space, it has quickly become a powerful and wide-reaching network for retailers and eCommerce companies alike to visually showcase their products. To get the most out of Pinterest’s platform and its 70 million users, brands should create visually compelling boards and build a community for their customers to share.

When using Pinterest, it’s important to post images that are not sales-oriented, but rather utilize a high quality, editorial style to inspire audiences. Using pictures to share parts of your brand and showcase product ideas in ways that appeal to customers’ lifestyle puts your brand into context, enticing people to click through, purchase, and even share.    


With Instagram followers generating more revenue per capita than Twitter followers, the image and video-based social network, has become prominent in brands’ social commerce efforts. Although Instagram doesn’t link pictures directly to your website, the platform has enabled cross-platform sharing for users to spread content across their social networks, like Facebook and Twitter. This helps drive customer engagement and increases the need for marketers to implement customer loyalty and social commerce solutions.

Since the social network relies heavily on quality images and short videos, as a retailer, eCommerce company, or manufacturer, posting unique pictures about your brand, like office culture and events, and ways your products can be used, gives your brand a voice and provides customers context to your products.


Twitter’s 300 million users makes it a powerful platform to reach a wide audience in real-time. For businesses, Twitter is a great place to connect with customers, share news, events, shopping discounts and deals, and easily spark conversations where you can establish your company as a thought leader and build your brand’s industry presence. To even further your audience reach, use hashtags or advanced search to discover common interests and topics related to your audience, find questions and provide answers, and strengthen customer loyalty and engagement.

Your Company Blog

Your company blog lets you blend text, imagery, video, and interaction in proportions that suit your overall business and marketing campaigns. As a brand, your blog is the most personalized platform for you to post, share, and promote content to your customer base. Therefore, it is important to design your blog in a way that accurately reflects your brand. Successful blogging requires consistency, strategic search engine optimization strategies, and specific targeting.


YouTube can be a terrific way to showcase your brand in a way that puts your products into context. For instance, if you’re a retailer, you can post videos of how someone can utilize one of your products in many different ways. YouTube can be a compelling platform to provide answers to some of the questions your customers may have. Typically you should keep your videos short and focused, with a clear, coherent message that stays on track.

A successful and strategic social presence takes time and dedication. It’s crucial for businesses of all types to understand what products you’re selling and who you are selling to, and find the best way to convey that information to your target customer base. Executing a successful social strategy involves understanding the results that come with the content you post. Choosing the appropriate social platforms and taking advantage of its strengths and nuances will yield great success with the least amount of effort and cost. Being on the right platform and using it the right way enables you to develop a successful customer loyalty and social commerce strategy that strengthens your relationships with customers, raises your brand profile, and keeps your business thriving.


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