The largest question to answer when determining which social media channels to promote in your email signature is to ask which ones you or your company are most active on. If you never plan to post to a particular social channel again then there is no reason to include it in your email signature. Consider quality over quantity here. You don’t get an award for how many social media channels or pages you are on, only if they are useful to your audience.
Many companies like to have a basic social presence on the most popular social channels:
Facebook - Even though this is primarily considered a highly “personal” social channel, it is becoming more popular for businesses to have a presence and post on it. There are many people on Facebook that engage with brand related content every day.
Twitter - Short and sweet, this social network is great for getting to know the personality of your brand.
LinkedIn - Known for being the professional business network, this is an important one to represent your company. It can often be the place where people look first for basic information about your company and browse through some of your employees if they are interested.
Instagram - Instagram is great if you have visual things to show. Brands who do well are giving their customers what they are looking for. Have your customers send in their photos of them using your product and ask their permission to post it here!
YouTube - Many companies don’t use YouTube as much as a social media channel, but rather a repository of videos about their company, their products, and their content. It may include “how to’s” and other helpful content for your customers to use in a self-serve manner.
Pinterest - If your audience includes more women than men, Pinterest can be a great place to start. This platform excels if you have something “collectible” for people. Recipes, fashions, inspiration, step by step tutorials, anything of that nature.
There are many more of them and often they change based on the industries and interests of your customers. Feel free to include others that you are active on! That said, we try to recommend linking to 2-5 of your social media profiles. Any more is overwhelming and any less can look funny with a single icon being used. (Consider one of our buttons instead for a single social icon).