The social media platform that gets the most engagement

The social media platform that gets the most engagement

After previously publishing The most effective types of content and Third party web tools you can’t live without this is the third in a series of questions we put to a team of marketers and social media users. Check out their full profiles at the end of the article. 

Facebook, Twitter, Instagram, Google+, LinkedIn, Tumblr, Snapchat, Pinterest…

Unless we have an enormous marketing team, we can’t be on them all, so we have to decide which platforms our audience are using and where we will get the most engagement.

So this week we asked our blog series contributors to reveal which social media platforms they get the most engagement on to give you an idea of what works for various industries and approaches.

Twitter for immediate feedback

Elias Hallaj (Australian Labor Party): Twitter seems to be the best for immediate feedback and engagement although we’re trying to keep up the pace with Facebook and the website as well. They each have a slightly different target audience and usefulness.

Undoubtedly Facebook

Simon (Canberra Raiders): The social media platform which the Canberra Raiders get the most engagement on is undoubtedly Facebook.
By a way of comparison, at the end of the second quarter of 2014, Twitter had 271 million users worldwide, Facebook had 1.317 billion.

From children to an ever increasing amount of adults in the 50+ age bracket, Facebook is paramount socially. Commercially, businesses without a Facebook page are being left behind.

Currently, the Raiders have over 86,000 Facebook ‘likes’ whilst on Twitter we have over 20,000.

Due to the sheer number of ‘likes’ we possess on Facebook, coupled with the ease at which users can interact with other fans in posts or contact the club’s administration of the page, results in Facebook being our most engaged social media platform.

Twitter & Google+

James Tew (Tweet Canberra): Definitely Twitter. A close second would be Google+. Twitter is unfiltered which means you can reach everyone and anyone, unlike Facebook. Google+ is great because of the demographic. A lot of ‘social media savvy’ people understand the need to utilise Google+ for SEO which means there is a lot of good conversations happening on there (you just need to know where to look).

Twitter & Instagram

Paul Jurak (Kayak Cameraman): I regularly upload and engage on several social media sites. The three main platforms are Facebook, Twitter, Instagram and I host the photos on my website ‘Kayakcameraman.’

I find that my social media sites are growing at a greater rate than my website. Over the last three months I have noticed that each of my three social media sites are pretty equal in regard to social engagement.  It all depends on how and what type of interaction you want to derive as this will ultimately determine your audience.

I believe that if you want interaction, you have to engage with your audience. This means responding and replying to all comments and emails.

Facebook gives us access to market events directly

Julian Harrison (Events ACT): Facebook gives us access to market our events directly to our target audience. Our fan base will share and promote our events for us. For a small marketing team to get so much leverage out of one advertising medium, has meant that it’s become absolutely essential.

Instagram gets fantastic engagement

Laura Haddock (University of Canberra): Our social platforms cater to a number of different audiences, but the majority of our audience are 18 – 25 years old.

Generally in social we are beginning to see a shift away from Facebook and towards more instant, visual-based content within this audience. The social landscape is always shifting and evolving, by the time most brands master one platform another one has popped up.

For this reason we try to focus on growth platforms like Instagram which gets fantastic engagement rates and LinkedIn which this year introduced a suite of changes to help universities market themselves to prospective students and staff. 

Twitter is direct and instant

Adrian Hall (Engineering Australia): The level of engagement depends on the audience in which you want to communicate with. I use a number of platforms – Twitter, LinkedIn and Facebook. Engagement, via Twitter is direct and instant. LinkedIn is targeted through groups and grows exponentially with the number of connections and similar to Facebook. If it is a ‘personal’ update or engagement the reach is limited.

Twitter is on the rise

Jamie Bradnam (contentgroup): This has completely changed since I started at contentgroup just over 12 months ago. As the Facebook algorithm continues to play havoc on organisations audiences, we have done a complete flip from Facebook to Twitter as the most dominant social media platform for us.

The beauty of Twitter is that you are able to repeat a message multiple times at different times of the day to reach different audiences. If I ever post the same thing on Facebook twice, I’m certain that Facebook punishes it the second time around and audiences pick up on it.

We tend to create a lot of ‘evergreen content’ which means it’s not bound by time. The information can be as useful today as it is in 12 months’ time.

My tactic on Twitter for evergreen content is to tweet it once a day at different times of the day for the first week and I then repeat it every two to three weeks for the next few months. If it’s performing well I keep it on the rotation and if it’s not then I take it out. This tactic has provided us with increased web traffic on a regular basis.

So what about you? Which platforms do you get the most engagement on? Let me know if the comments below.

Meet the contributors:

 Elias Hallaj

Elias Hallaj is the ACT Labor Secretary and a regular Twitter/Facebook user. A member of the Australian Labor Party since 1992, his work includes campaign management, media liaison, research and writing. He has two blogs, a food blog called CBR Foodie that focuses on affordable meals in Canberra, and Campaigns Down Under which is a continuation of his past research on campaigning techniques in Australia.

Julian Harrison

Julian Harrison is a Multimedia Designer for Events ACT. He runs the websites for FloriadeEvents ACTEnlighten and Balloon Spectacular and on a daily basis engages with creative’s, marketers, photographers and web hosts to help deliver marketing campaigns. He has over 10 years’ experience in the industry.

Simon McGuinness

Simon McGuinness is a Media Assistant at the Canberra Raiders. He is heavily involved in the creation of online content including writing web articles, creating online video and managing Facebook, Twitter and Instagram.

James Tew

James Tew is a student at the Royal Australian Navy but his real passion lies in community building. As the founder of Tweet Canberra, creator of the Social Media Revolution, blogger and podcaster, James can be found on almost every social media platform.

Paul Jurak

Paul Jurak is a plumber during work hours but before most of Canberra gets out of bed he is one of the most prolific photographers in town. He began paddling on Lake Burley Griffin as a way to rebuild his body and mind after enduring an intensive three-month bout of chemotherapy due to testicular cancer. His Kayak Cameraman hosts all of his photos and he has over 3,000 followers on Facebook, Twitter and Instagram and regularly features on the Canberra Times morning blog.

Laura Haddock

Laura Haddock is the Digital Communications Officer at the University of Canberra.  She looks after no less than 11 different social media profiles for UC on Facebook, Twitter, LinkedIn, YouTube and Instagram. Among her portfolio are the official University of Canberra pages, University Alumni and the Canberra Capitals.

Adrian Hall

Adrian Hall is a Digital Producer at Engineers Australia. He moved to Canberra from Adelaide over two years ago and is still an active member of Social Media Club Adelaide. He considers himself early adopter of social media apps. He tweets from @adriankhall, and is a regular user of Instagram, LinkedIn, Foursquare, Yelp and Facebook. He loves technology, social media and being online. He has recent ventured into the unknown by starting his own Digital/Social consulting company.

Other articles in this series


Each week a staff member puts pen to paper to write about an aspect of content communication that speaks to them, and hopefully, informs you. This is a space where our passion for writing, learning and sharing information comes to shine.

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