With so many different social networks out there, it is almost impossible to manage a strong, meaningful brand presence on all of them. Try to, and your organization will end up having a lot of different pages, with very little valuable content.
Yet with 2.3 billion active social media users, it’s clearly understood why 90% of marketers say that social media is important to their businesses. Who wouldn’t want the attention of all these potential clients just hanging around social media?
So what do smart marketers do? They hand-pick the networks that align best with their messages, focus their energies there, and abandon all others.
How do you decide which networks are right for your brand?
Answering these 4 questions will help you steer your social media energy in the right direction.
1. Who is your audience?
Your customers will differ depending on the type of business you run, along with the various services and products you offer.
Go online and find audience persona templates to help you get a clear view of the people you are selling to.
2. Where is your audience?
Once you know who you are catering to, you can utilize the most relevant network for that specific demographic. If your desired demographic are 14 year olds who are constantly using Snapchat, then that is where you want to be.
LinkedIn is well-known to be popular among professionals, recruiters and executives, so if that’s your audience, then setting up shop there would probably be a good idea.
Don’t make your audience come to you, be wherever they are.
3. What do you want to accomplish with social?
This cannot be stressed enough. When you know your goals, and make decisions based on those goals, you’re much more likely to reach them.
If you’re intending to use social media to generate brand awareness, then Instagram may be a very good platform for you, provided it meets the rest of the criteria.
You also might have a few goals in mind that would align with multiple social networks. That works too. What’s important is that you understand what you want to achieve with each platform so that your actions are targeted, helping you reach your desired results.
4. How do these platforms work?
All social networks are not created equal. Understand how each platform works and what it offers to know if it meets the needs, goals and nature of your business, and if you can produce the right kind of content for that network. For example, Facebook is highly focused on videos at the moment and that is the type of content users are most likely to see when they are there.
Each platform has its own pros and cons, and depending on your answers to the above questions, will or will not be a good fit for your brand.
Take the time to answer these questions thoroughly and you will be well on your way to building a successful social media strategy for your brand.
What questions do you think are important to ask to determine the right social media platforms for businesses? Let us know in the comments below!