With all of the excitement and hype around social media, it’s easy to get caught up in it all and sign up for every platform out there.
While we believe in the potential of all the platforms, we also believe it’s better to get one right than do all of them badly.
Why You SHOULD Be On Social
Before you take this as a reason to ignore social media, let us explain that that is not what we’re saying.
Social media is essential for so many reasons. These days, it’s often one of the first places people go when looking for businesses. They will see recommendations from their friends, which will lead them to you when the time comes that they need your services.
If they discover you elsewhere (such as through a Google search), they will undoubtedly look you up on Facebook to see what your company is all about, and what you’re posting on there that isn’t on your website.
They’ll also look to see what people are saying about you on social media – the good and the bad. If you don’t have a presence online and there is no communication, they may be hesitant to choose your business. There’s also the risk that they simply won’t discover you in the first place.
Where is your audience?
Now that we’ve established that you need to be on at least one platform, let’s look at why you don’t need to be on all of them. The main reason for being on social media is to connect with your audience; both your existing and potential customers.
Knowing who your target market is will help determine which platforms you should be on. If you’re a fashion brand, selling to a young and female market, then you should look at Facebook, Instagram, and Pinterest. These platforms are great for selling visual merchandise, communicating with your community, and linking to your ecommerce store. Instagram is popular with younger audiences, and Pinterest has a majority of female users.
If you’re a B2B company, then Facebook, Twitter, and LinkedIn are ideal platforms for sharing information and connecting with other businesses.
You can choose to be on any platforms that you like, and can create content that will work. But if your audience isn’t there, then why bother?
It is a common misconception that creating a social media strategy is simple. In reality, it takes time to develop a plan, source content, and monitor your platforms and engagement.
To get the most out of your social media, you need to invest time to connect with people, and keep on top of everything relevant to your brand. The more platforms that you’re across, the more time you need to invest. If you don’t have the time to do it properly, then don’t do it at all.
Making The Commitment
As with most things, social media will be more beneficial to you if you focus on quality over quantity. While being across more platforms offers many opportunities, if you’re not putting in the time and work to use those platforms properly, or if your audience isn’t there, then it’s simply a waste of your time.
Think through these factors before launching your social strategy, and decide which platforms you can and want to commit to.