Each social media platform caters to a particular target audience

Each social media platform caters to a particular target audience. In turn, these platforms require a diverse range of strategies and need a range of expectations for appropriate content creation.

Elan owns eMarketer, a social media marketing consultancy. Her client base is mostly small businesses with less than 20 employees who do not have an in-house social marketing team. Elan’s eMarketer provides her clients with customized social marketing plans and campaigns based on current social marketing. Her expertise focuses on social strategies and the major social channels.

Elan just landed a new client, SameDay, a newly formed same-day delivery service of groceries directly to a customer's home. SameDay is asking you to generate a preliminary report that analyzes social media usage and recommended content types for each of the four (4) social platforms.

Questions

1. Which of the major social media platforms should Elan recommend in her initial report to SameDay?
2. How do the characteristics of each social network impact Elan’s selection of social channels that are recommending to SameDay?