In a world where new social media channels appear all the time, it can be hard to keep up.
“When selecting a social media channel, it’s less about your organisation, and more about where your ideal customer spends their time. “
There’s so many social media platforms available these days, with new ones constantly appearing – it’s hard to keep up! Every platform has it’s own pro’s and cons, but it can often be a low cost and impactful way of getting your brand out there, often completely free of charge. But how can companies devote their limited time and resources to the platforms which will make a difference?
From a marketing perspective, social media is one of the most effective methods that a small company has at its disposal. But not all social media channels are equal; each channel differs in the way users interact with the content and each other.
What’s the nature of your business?
Which platform you use can depend on whether you operate business-to-business (B2B) or business-to-consumer (B2C). Facebook and Instagram help B2C companies gain visibility and visually interact and engage. LinkedIn helps target current and potential clients within the B2B space, and helps collaborate, build reach, and develop personal connections.
What are your business objectives?
Once you’ve established what your goal is, you can start to explore the best platform for your company. If you want to increase your reach, you can establish a profile on LinkedIn, Facebook or Instagram.
Where does your ideal customer hang out?
When selecting a social media channel, it’s less about your organisation, and more about where your ideal customer hangs out. Different social media sites cater to different audiences. For instance, millennials hang out on Instagram but if you want to target a more professional audience, LinkedIn is the platform for you.
Don’t forget to research your competitors. Explore what social media platforms they’re using, how much engagement they’re getting and how often they’re posting.
If you’ve only got a few hours to spare each week, then consider sticking to two or three platforms maximum. You need to be careful not to spread yourself too thin, or you’ll end up not succeeding with any of the platforms and give up under the impression that ‘social media doesn’t work for my business’.
Once you decide which social media channel is best for your business, set goals and KPIs that help you track performance. And remember, social media only works if you stay involved and commit the time.
Finding where your business fits in with all of these platforms and spending time focusing on the two or three platforms that will yield the best results is a far more beneficial than trying to capitalise on too many platforms, which takes up too much valuable resource, with mediocre results.
3 October 2020
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