There are so many different social media platforms out there today, such as Facebook, Twitter, Instagram, Snapchat, Pinterest, and many more. Which one will give your business the best ROI?

The fact is, social media shouldn’t be thought of in terms of ROI. Social media is simply a way of communicating with your customers, something every successful business must do. What’s the ROI of interacting with your customers?

Social media isn’t, at its base, any different than any other channel of communication with your customers. Frequently the strategy must be thought of a bit differently to keep the lines of communication between you and your customers, or potential customers, open and available. However, at their core, social media channels should be thought of the in the same way as in-person or over-the-phone connection with your customers. Social media shouldn’t be thought of as an ad or a broadcast, but as a conversation.

Many people wonder which of the social networks is the best to use, and there’s no correct answer. Different channels reach different audiences. Also, certain channels may work well with your business model and others might not. Luckily, they’re all free to try and use.

To make an informed initial guess as to which social media platform (or platforms) might be right for you, look at your main customer demographic. Then, do some online research to see which social network is most used by that particular demographic. Ask your current customers which social media platform they use most. Use all of this information to make an informed decision and then start using those platforms.

Keep the conversation going, give your followers some value for their attention, and you’ll start to see over time which platforms give you the best traction.