IPVM extensively uses social media. This explains what we use and why we use each one.
LinkedIn - For Industry Professionals
On LinkedIn (IPVM Page - 15,994 followers), we focus our content on business topics for industry people. We have found that lots of executives at integrators and manufacturers regularly read LinkedIn updates. Commenting on LinkedIn is not that high but whether it is negative or positive, generally, it is coherent and thought out.
Facebook - For Technicians And Small Dealers
On Facebook (IPVM Page - 1,559 follows), we focus more on SMB related content (in particular alarm topics do well, e.g. ADT vs Vivint). From reviewing reactions and comments, Facebook skews more to technicians and small dealers. They comment heavily but it is regularly juvenile or promotional. We will continue to post on Facebook as it helps expose us to a broader audience and generates some interesting feedback (e.g., "IVPM Is A Self Proclaimed Garbage Heap").
Twitter - For Media
On Twitter (IPVM Page - 8,937 followers), we recently switched to focus more on media professionals, academics, and those following politics as we see a strong level of engagement with them on Twitter. By contrast, we see fewer industry professionals on Twitter, far, far fewer than LinkedIn, e.g. We now limit the number of general industry posts on Twitter, focusing more on political issues (China, facial recognition, etc.)
Advertising on Social Media
We advertise on LinkedIn, Facebook and Twitter, generally to promote posts we see getting high engagement and somewhat for general brand building. We find it an extremely cost-effective way of introducing people to IPVM and keeping IPVM top of mind for large numbers of people at comparatively low cost.
Any questions or feedback, let us know.