.Global China, , , , , , , , , , , — February 9, 2013 9:35 — 0 Comments

2013 Social Network Check-List for Marketers

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The purpose of this article is to act as a global check-list for marketers planning their social media activity. It covers what I believe to be the top 8 social networks that marketers with a global focus must consider when developing their social media strategy.


Facebook is the most popular social network in the world, with 1 billion+ monthly active users.

Brands can create a presence on Facebook through Facebook Pages. When a Facebook user then ‘Likes’ your brands page, they become a ‘Fan’ and will see updates from your brand in their News Feed. Once someone becomes a Fan then they can comment on your posts and interact with other Fans via the comment stream or through the Page Wall.

You have the option of granting fans permission to post images, videos and text on your wall. However, any user can comment on content that you post. Your brand has no control over this.

Find out more about marketing on this social network here: http://www.facebook.com/advertising


Twitter is a free Micro-Blogging website with more than 500 million active users worldwide. Users can send and read text-based messages of up to 140 characters, known as “tweets.” There are 340,000,000 tweets per day on the network – that’s over a billion tweets sent every three days.

Tweets are available to anyone interested in reading them, whether logged in or not. Your followers receive every one of your messages in their timeline.  Images & Videos can also be tweeted.

Twitter connects businesses to customers in real time. Businesses use Twitter to quickly share information with people interested in their products and services, gather real-time market intelligence and feedback, and build relationships with customers, partners and influencers.

Find out more about marketing on this social network here: https://business.twitter.com/en/advertise/start/


LinkedIn is the world’s largest professional business network with more than 175 million members in over 200 countries and territories. More than 2 million companies have LinkedIn Company Pages.

LinkedIn is mainly used for professional networking and connects people to their trusted contacts and helps them exchange knowledge, ideas, and opportunities with a broader network of professionals.

A LinkedIn company page acts as a central hub where millions of LinkedIn members can stay in the loop on company news, products & services, business opportunities and job openings. It is a place to tell the company’s story, highlight products & services and drive word of mouth conversations.

Please note that any user can create a group, and that there is a difference between our (owned) brand page, and the BA public group page of fans.

Find out more about marketing on this social network here: http://uk.linkedin.com/advertising


Google+ is a multilingual social networking and identity service with a total of 400 million registered users, 100 million of whom are active on a monthly basis.

Unlike other conventional social networks which are generally accessed through a single website, Google describes Google+ as a ‘Social Layer’ consisting of not just one site, but rather of an overarching ‘layer’ which covers many of its online properties.

Very similarly to what happens on Facebook, brands can create a presence on the platform and connect with the Google+ community by creating brand pages.

When someone likes a page, users will see updates from that page in a News Feed. When someone likes or comments on a page post, that activity may be shared with their friends, increasing the page’s exposure and reach.

Find out more about marketing on this social network here: http://www.google.com/+/business

Sina Weibo

Sina Weibo is a Chinese microblogging website roughly equating to Twitter. It is a closed system behind a state controlled Firewall, and the content is subject to monitoring and censorship.

Much like the way Twitter refers to its messages as ‘Tweets’, Sina Weibo refers to its messages as a ‘Weibo.’ A Weibo consists of 140 Chinese characters — which roughly translates to 70 or 80 words meaning messages can carry a lot more depth. In addition, photos, videos and games are seamlessly integrated into the site. The platform enables brands to create an official presence through a verification system (verified accounts are marked with a “V”, very similar to Twitter ones).

It is one of the most popular sites in China, in use by well over 30% of Internet users – a similar market penetration that Twitter has in the USA. As of February 2012 Weibo has more than 300 million registered users and about 100 million messages are posted each day. As Facebook and twitter aren’t accessible in China, Weibo has zero competition and can only expand.

Brands can customise their page through the background image and the possibility to share graphic elements such as pictures and videos.

Find out more about marketing on this social network in English here: http://www.techinasia.com/sina-weibo-users-facts-marketers


Pinterest is a pinboard-style social bookmarking and photo sharing site that lets users organise and share things they find on the internet. Users can browse other boards, ‘re-pin’ and ‘like’ images that they like or find interesting.

Pinboards are generally themed so that pins can easily be organized, categorized and discovered by other users. Pinterest acts as a personalized media platform, whereby your own content as well as anyone else’s uploaded pins can be browsed on the main page and can potentially grow traffic to Ba.com.

Quick links to Pinterest include the “pin it” button that can be added to the bookmark bar of a web browser, “Follow me” and “Pin it” buttons added to personal website or blog page

In January 2012 comScore reported the site had 11.7 million unique U.S. visitors, making it the fastest site ever to break through the 10 million unique visitor mark. According to Experian Hitwise the site became the third largest social network in the United States in March 2012, surpassing LinkedIn.

Find out more about marketing on this social network here: http://business.pinterest.com/


YouTube is a video-sharing website on which users can upload, view and share a wide variety of user-generated video content, including movie clips, TV clips, and music videos, as well as amateur content such as video blogging and short original videos. YouTube is also the world’s second largest search engine.

There are 20 hours of video uploaded to YouTube every minute. Users can comment on and ‘Like’ videos on the site, as well as leaving video responses to each posting.

The ways in which BA can use the platform include:

  • Advertising products and services,
  • Creating brand awareness
  • Driving traffic to Ba.com
  • Generating conversation about your brand
  • Training videos
  • Highlights of company events
  • Distribute video links to media outlets & bloggers.
  • Create playlists to group videos together.

Find out more about marketing on this social network here: http://www.youtube.com/yt/advertise/


Instagram is a photo-sharing programme and social network. It allows users to take a photo, apply a digital filter to it, and then share it with other users they are connected to through Instagram as well as on a variety of other social networking services.

Instagram currently has 100 million registered users. A distinctive feature is that it confines photos to a square shape. Instagram is supported on iPhone, iPad, iPod Touch, and Android camera phones.

On Instagram, you can follow other users’ photo streams as they post them and you can be followed back by those users (or other users.) When you decide to follow a user, that user’s Instagram photos will appear in your feed. You can “Like” any photo to let someone know that you admire his or her photography, or you can leave a comment.

When you take photos using Instagram, they will appear in the feeds of the users who are following you. You can browse through the “Popular” section to find new users to follow and interesting photos.

Brands use Instagram to connect with supporters, share their missions and tell their stories through photos. Instagram provides a fun and quirky way to capture the lifestyle of a brand or showcase products in a different way.

Instagram hit 80 Million users in July 2012

Find out more about marketing on this social network here: http://instagram.com/about/us/

If you have had experiences with these social networks or others that you believe would help other marketers please leave a comment below.


About the author

Kohlben Vodden has written 71 articles for WhatWorksWhere.com

Head of Social Media & Content Strategy @ #Ogilvy London + Editor of @whatworkswhere - Social Media Blog. Connect on LinkedIn: http://goo.gl/6Qv4b

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