Social networks

Social media vs. social networks 

Under the term “social media” are various sites and functionalities with a social purpose on the Web. These allow, among others:

• Publish content (e.g., articles, photos, videos, files);
• Discuss with other users and give your opinion;
• Contribute to participatory projects.

In other words, social media encompasses a variety of applications, functionalities, or sites related to the development of interactions between Internet users.

For its part, a social network refers to a site whose primary purpose is to put users in contact with each other. Therefore, social networks are only part of social media; blogs and discussion forums, for example, belong to social media but are different from social networks.

The most popular social networks in Canada

In Canada, a large number of Internet users use the following five social networks:

1. Facebook (by far the most popular!);
2. Instagram;
3. LinkedIn;
4. Twitter;
5. YouTube.

B2C vs. B2B

In marketing and communication, the terms “B2C” and “B2B” are often used; the first meaning business to customer (a company targeting individuals), and the other meaning business to business (a company targeting other companies).

Some social networks are more appropriate than others to reach a target audience. For example, LinkedIn, one of the best-known pro networks, is recommended for B2B, while Instagram is ideal for B2C.

Why use social networks?

Your products and services are selling quite well, so why should you use social networks? Here’s why.

Social network management

Effectively managing your social networks can have positive – and lucrative – impacts! – in your business. By developing a winning strategy, you could, for example:

• Create a strong brand image;
• Improve your search engine optimization (SEO);
• Achieve your sales objectives;
• Maintain your reputation and credibility.

However, it is essential to feed your social networks correctly and regularly to reap all the benefits. Publications that are too far apart, confusing, or that miss their target will sabotage your efforts. For this reason, entrusting this mission to a social network manager is without a doubt a smart choice, so you don’t “miss the boat”.

Moreover, managing your social networks carefully shows your customers that you care about them, which is essential to build loyalty!

Advertising on social networks

It is important to distinguish between “organic” publications, i.e., content that your company publishes on its page, addressing its subscribers without paying the company behind the social network, and “paid” advertising, which allows you to reach more people in a more targeted way. There are several factors to consider when developing a social network advertising campaign. Once again, it’s essential to think before you start! You need to define your objectives (e.g., create a buzz about a new product, find out your customers’ opinions on a given subject), establish your budget (there is no escaping it!), determine your target audience, and choose the advertising format.

To avoid beginner’s mistakes, entrust your campaigns to professionals who have mastered SMA (Social Media Advertising). They will know how to adopt the most appropriate targeting to reach your potential customers where they are most active. SMA allows companies to select their ads’ reach according to their budget – the more generous the funding is, the more visibility you get!

How to communicate well on social networks?

Innovating on social networks in 2020-2021 requires flair and “concrete” planning! Several elements must be combined to succeed in your communication strategy.

Targets (persona)

Who are your publications for? To achieve your marketing objectives, you need to establish your persona’s profile (target customer) or your personæ, as the case may be. Here is an example of a persona that could have been created by a Longueuil car dealer:

Rachel, 45 years old, Annual income between $50,000 and $75,000 ,With the environment at the heart ,Loves camping, Mother of athletic teenagers, Lives on the South Shore of Montreal.

Once the persona is found, it is essential to select the social networks visited by the “Rachel” and adapt the contents to feel challenged!

Communities

It is relevant here to differentiate between the role of a social network manager, who creates publications on behalf of the company, and a community manager, who communicates with Internet users by answering their questions, leading discussions, acting as a moderator, in short, by providing ongoing customer service to your company’s community, i.e., the people who subscribe to your page.

Strategy and good social networks: who uses what?

To be successful on social networks, you need to know what the people who use them look like. Currently, the following trends are emerging:

• People of all generations are “addicted” to Facebook;
• Young women and influencers are fond of Instagram;
• News “freaks” love Twitter;
• Professionals are gathering on LinkedIn;
• Artists are proliferating on YouTube.

Of course, if your company specializes in a “cutting-edge” field, you have everything to gain by joining them on less popular networks but intensely used by your target!

Communication tools

In addition to establishing a schedule for distributing your content, you will have to use various tools to carry out your advertising campaigns or administer your content on social networks. At PH MEDIA, we can show you the characteristics of the most effective tools and tactics to optimize your social networks’ management. Contact us for more information!

LinkedIn Social Selling: The New Generation of Automated and Human B2B Prospecting

LinkedIn social selling is now the most effective method to generate qualified leads, build strong relationships, and accelerate organic growth for B2B companies. Unlike traditional cold calling, this approach relies on a relationship-driven strategy, combining value-based content, human interaction, and smart automation.

With our LeadInPro platform, we transform LinkedIn into a highly efficient conversational prospecting channel, where every action — profile visit, message, or connection request — is designed to create a genuine connection and measurable impact on your pipeline.

Strategic Identification and Intelligent Automation

The foundation of successful social selling lies in the precise identification of the right contacts.
Our experts use LeadInPro to:

• Identify key decision-makers based on their role, industry, and region.
• Build dynamic, segmented prospect lists (2nd- and 3rd-degree connections).
• Automate connection requests with relevant profiles while visiting their pages to spark curiosity.
• Ensure your profile appears in their notifications, naturally boosting recognition and interest.

This phase of automation lays the groundwork for a personalized, human approach, without ever crossing into spam or intrusion.

From Direct Phone Outreach to Digital Conversation

LinkedIn social selling is the modern evolution of direct phone solicitation, adapted to today’s buying behaviors.
Instead of interrupting your prospects, we initiate conversations directly in their LinkedIn inbox, where they are most receptive and engaged.

A Human-Centered Messaging Methodology

Our message sequences are designed to open conversations naturally:

1. Personalized invitation message – contextual, non-salesy, and human.
2. Opening message – builds curiosity around a shared topic or relevant industry question.
3. Value message – shares an insight or useful resource to establish credibility.
4. Discovery message – gently invites the prospect to chat, schedule a call, or explore an opportunity.

Each message is carefully crafted to replicate the warmth of a human phone call, without pressure or automation fatigue.

LeadInPro : l’alliance parfaite entre technologie et authenticité

Our LeadInPro platform intelligently automates repetitive tasks (connections, follow-ups, reminders, list management) while maintaining a 100% human appearance.

Messages are sent at natural hours, with random delays and personalized tones that mimic real behavior.

The Tangible Benefits of LeadInPro

• Up to 40% connection acceptance rate thanks to personalized invitations.
• 20–30% average organic reply rate on campaigns.
• Continuous prospecting without relying solely on paid advertising.
• A constantly fed pipeline of genuinely engaged leads.

LeadInPro allows you to scale your outreach without sacrificing authenticity.

Every new connection becomes a qualified business opportunity, nurtured through trust and relevance.