Choosing the best social media marketing platform

Social media has grown to be the most visited platforms on the planet, they even outnumbered the mighty search engine Google.

So, who do not want to increase traffic to their website?

First, we need to understand that there are so many social media platforms to market on. Let us list the most common and most visited social media platforms.


social media platforms stats 2017

social media platforms stats 2017


As we can see from the figure above, Facebook is dominating the social media monthly active visitors. With over 2 billion active visitors monthly, YouTube with 1.5 billion active users. While Instagram have over 700 million monthly active users and Twitter with 328 Million monthly users.

There are a few social media platforms that did not feature in the figure above like Pinterest, LinkedIn, and Google+.


know your target audience



To be able to deliver your services, products and content to the right audience, you should consider your existing customer database. What are their ages and genders? What are their behaviors? Should I deliver the same message to all my customers? Or should I segregate them and deliver each segment with an appropriate tone and message.

Google analytics provides an excellent tool to find out who are your audience. So let us look at a sample Google analytics report to find out these main categories.

  • Demographics
  • Interests
  • Geo
  • Behavior
  • Browser & OS




age statistics

age statistics


As the figure above shows, most your traffic is between 25 and 34 years old, followed by 18 – 24 years old.

Gender statistics

Gender statistics

As from the gender statistics graph shown, we can know that most our traffic are males with 69.9%.

I also created another customer report to show the age vs gender to determine what’s the gender in each age group.

gender in each age group

gender in each age group


The result is:

Most of our traffic are males between the age of 25 to 34, followed by males between 18 to 24. On the other hand, females between the age of 25 to 34 have 11.4% share from the whole traffic.


Google analytics can also provide an overview of the interests so the website owner has an overview of the traffic.


affinity category reach group

affinity category reach group


in market segment

in market segment


other category

other category


From the figures above the website owner can understand what the interests of the website users are so the marketing campaign should focus on those interests as well.


languages by users

languages by users


The website owner can also find out the languages of the visitors. As we can see from the figure above, the most used language is English, with a few foreign languages such as Spanish and French.

So, around 12% of the visitors are using different languages than English. Should the site owner consider providing content in that language? Or it seems that they understand English fine and the website owner should not consider focusing on content in another language.

To answer this question, we should consider the bounce rate of non-English segment, also we compare the session time length between English and non-English segment.


location by users

location by users


What are the services, products and content we want to market? Are we local business that operates locally? Or are we a worldwide service provider? Can we ship our product overseas? These are the type of questions that the marketer of a product, service and content should answer.

There is no benefit to target worldwide reach audience if the product, service or content cannot be delivered worldwide.


What kind of content you want to provide


there are 3 types of marketing content that you can provide in social media marketing platforms.

  • Video
  • Image
  • Text
  • And of course, a mixture between them

What is the best social media marketing platform to market video content on?

YouTube is the ultimate social media marketing platform for Videos, YouTube default max length is 15 Minutes.

Instagram (60 second video) and Facebook (up to 45 minutes) also can support video content.

What is the best social media marketing platform to market images content on?

Instagram is the best image sharing social media platform out there. Moreover, Facebook, Twitter, Google+ and LinkedIn can support image content

What is the best social media platform to market text content on?

Twitter is famous for publishing short message text and Twitter will be a suitable platform to publish short messages.

For more professional services, LinkedIn is the social media platform to market on with more than 500 million professional users. Moreover, more than 85% of Pinterest users are females, so it is a perfect platform to target females.



The best social media marketers are the ones that knows their audience, and know where are their target audience are. Also, they know their content and what social media will best present their content. Finally, the most successful ones are the ones who can mix and match these to deliver their content to their audience though the right channels.


Moody’s has recently lowered Bahrain’s long-term issuer rating by two notches to B1, from Ba2, and maintained the “negative” outlook. Before venturing into how this will impact the Bahrain’s economy, we need to understand first what is meant by credit ratings.

A credit rating is an assessment of an entity’s ability to pay its financial obligations. the ability to pay financial obligations is referred to as “creditworthiness.” Credit ratings apply to debt securities like bonds, notes, and other debt instruments (such as certain asset-backed securities) and do not apply to equity securities like common stock. Credit ratings also are assigned to companies and governments.

When making investment decisions, credit ratings and any related rating and industry trend reports can be helpful tools, provided they are used appropriately. Credit ratings may offer an alternative point of view to your own financial analysis or that of your financial adviser.

A downgrade to junk status is associated with high risk. Therefore, high borrowing costs. For governments it means allocating more to debt servicing costs (interest payment). Less money will be available for social grants, investment priorities, creating jobs and ultimately reducing the GDP growth potential of the country. More interest payment also crowds out other critical spending. Social services is an example. This is the main reason why a sovereign has to avoid being downgraded into a junk, or sub-investment grade.



Ratings agencies chart

Ratings Agencies Chart


Bahrain was downgraded to junk status by Moody’s back in March 2016 and has been sliding down the scale ever since. With this most recent downgrade it needs to go up four positions before beings considered as investment grade.

The recent downgrade to B1 reflects Moody’s view that the credit profile of the Bahraini government will continue to weaken materially in the coming years. The rating agency expects Bahrain’s government debt burden and debt affordability to weaken further significantly over the coming two to three years.

Although the Bahraini government has taken initial steps towards economic reforms, including lifting some subsidies from fuel and utility tariffs, government restructuring, and increasing fees on government services, these steps are not considered to be aggressive enough in light of the financial challenges. In Moody’s view, the most prominent revenue measure is the introduction of a value-added tax from 2018, but even this measure lacks clarity.

While Moody’s acknowledges the fact that Bahrain’s economy is fairly diversified, with non-oil sectors contributing close to 80% of nominal GDP on average since 2010, it is wary that the government shows no indication that it will use this economic base to materially diversify its revenue base to reduce its reliance on oil-related income which will continue to suffer from weak oil prices in the coming years. Non-oil economic performance will be supported by access to funding under the Gulf Development Fund. While these funds are not part of the Bahraini government’s budget, they will support the government in reducing investment expenditure without unduly harming growth.


Comparison of Moody’s Rating for Arab Countries

Comparison of Moody’s Rating for Arab Countries


Bahrain’s net asset international investment position, its stock of foreign assets minus foreign liabilities, which stood at 74.5% of GDP in 2016, provides some form of external buffer. However, Moody’s expects it to decline significantly because external liabilities will increase at a much faster rate than the country’s assets. More importantly, foreign exchange reserves at the Central Bank of Bahrain are low and very volatile, covering only around one month of goods and services imports. Following a pause in the dissemination of this data in 2015, the time series disclosed by the central bank more recently shows a material decline in foreign exchange reserves over the last two years, averaging only around $2.5 billion in the first quarter of 2017.




The negative outlook reflects continued downside risks to the B1 rating, which manifest themselves in heightened government and external liquidity risks. Given the expected large fiscal deficits and sizable amortization payments falling due over the coming years, Bahrain’s government gross financing needs will reach more than 30% of GDP over the next two years.


Bahrain public debt as percent of GDP

Bahrain Public Debt as Percent of GDP


The further deterioration in the government’s balance sheet, combined with continued external debt issuance from other countries in the region expected in 2017-2018, will lower the supply of external funding. In addition, in light of rising global interest rates the cost of funding will go up.

Moody’s expects that the combination of these two factors heightens the risk that finance is obtainable only at much less affordable rates for Bahrain, or potentially reduced amounts. While Moody’s would expect support from neighboring countries in times of crisis, predominantly from Saudi Arabia, there is no clarity about the form and timeliness of this support in the event that external funding dries up.




Given the negative rating outlook, any upward movement in the rating in the foreseeable future is highly unlikely. However, Moody’s would consider moving the outlook back to stable if a clear and credible fiscal and economic policy response were to emerge, offering the prospect of containing the deterioration in the fiscal balance and government balance sheet. In particular, a stabilization of government debt levels below 90% of GDP, and strengthening of Bahrain’s fiscal and external buffers would be credit-positive. A clear, sizable and timely support from one of its financially stronger neighbors could also contribute to stabilizing the outlook.

Signs of an emerging fiscal or balance-of-payments crisis would exert downward pressure on the rating. In particular, any signs of funding stress or loss of market access would trigger a further rating downgrade. A deterioration in the domestic or regional political environment would also be highly credit negative.