There are a lot of social media platforms out there. And I mean a lot! No one business can manage to be active in all of them (unless you have a Fortune 500-level marketing budget), and I’d never recommend you try to join them all. However, there is good reason to consider being on more than one.
Look at the activities of your target market. And then look at the activities of the social media platform you are considering. When is your market active? How do they like to interact with you?
I had a lesson in this a couple of weekends ago. I had some time on Saturday and logged on to Twitter to find some interesting stuff to retweet. I generally don’t use Twitter on the weekend, and I wanted to see if weekend activity generated more engagement. I gave up after just a few minutes. Sure, there was activity on Twitter, but it was primarily spammy stuff or people Tweeting about TV shows and sports. Nothing that interested me.
Still feeling in need of a social media hit, I logged on to Facebook. I found several interesting items, nothing business-related, but plenty of amusing stories and cute cat pictures.
I’ve noticed a similar pattern on Tumblr. It’s easy to keep up during the week, but on the weekend, there’s a lot of activity on the (few) blogs I follow. LinkedIn, like Twitter, has less activity on the weekend.
So look at who you are targeting? Do you care that you might lose your audience on the weekend? If not, Twitter and LinkedIn are perfectly acceptable platforms. Oh, you rely on consumer activity on the weekend? Then you ignore Facebook at your peril.
Weekday vs. weekend activity is just one area to consider when deciding on social media platforms. You’ll also want to look at business vs. consumer clients. Or government. Do you want to expand to another area of the country? Launching a new product line? Opening a new location? Or is your main concern getting more referrals from existing clients? Answers to these questions are important for shaping your social media strategy and deciding which channels to target.
Need help defining that strategy? Give me a call. That’s what I’m here for.