How to Choose Social Media Channels for your Business – 3 Simple Steps
A lot of times we hear the question: which social media channel should I be active in? There are so many, and they’re so different – can I not just create a Facebook account and be done with it?
The answer is – in the ideal scenario, companies should at least have accounts in all of them. It is good practice to book a name associated with your brand for the group inside popular social media before someone else books it.
And – even better – to create unique content for each social media account. But the problem is that it is almost impossible to be active everywhere as the number of social media grows with time. It is not only about Facebook anymore. Social media networks such as Google+, Youtube, Vimeo, Twitter, Pinterest, Instagram, LinkedIn, etc. are all growing fast. But your company budget and human resources are always limited. So here are 3 simple steps that will make your choice easier:
- First of all you need to ask yourself the following questions:
- Who is your main target audience? (If you haven’t created your buyers personas yet, now is the right the time)
- What are your primary goals? Why do you need to have a presence in social media? Is it to raise awareness of your brand? To build loyal customers group and to grow up brand defences? Or, probably, you are expecting to grow sales via social media and to increase website traffic?If you haven’t decided yet here is a good article that can be helpful http://www.socialmediaexaminer.com/4-social-media-goals/
- Do your own research:
- Create a list of Social Media platforms you are interested in and don’t forget to include some small professional social media related to you business. For example, if your business is in the design area such social media as Behance can be more useful than most popular Facebook.
- Search for the latest social media statistics/demographics. What is the penetration and how big is your target audience is in different social media? How active your audience in this social media channel? Why your potential customers use this social media and what they like to do inside it? Here is the latest data in 2015:
- Take a good look at your competitors. If you have no Australian competitors look at foreign companies in your niche who are active on social media and appear to be successful. Which social media networks are they active in? Are they successful there? And perhaps more importantly and harder to answer; why they are successful there? One of the good tools to research it is RivalIQ.
- Do you know reach opportunities inside Social Media for your target audience? You have to think about promotion possibilities in advance and to calculate how much it will cost you to promote your group. In Facebook you will have to pay for advertising of your group or to boost your posts. In Twitter very good tool for promotions is hashtegs. In YouTube you need to do inside search optimisation to promote your videos. You will have also integrate your social media channel into all communications (on your websites, printed brochures, etc)The usual situation is: you have created a business page and are spending a lot of money for content, but no one sees your updates and isn’t willing to follow or like. For example, in Facebook according to the latest statistics only 2.6% of your followers will organically see your posts from a Facebook page.
- Look at the specifics of each Social Media platform:
Facebook – the most popular social media in the world but the main goal of people there is communication with friends, entertainment or education. And most of your branded posts won’t be shown to the followers without payed boosting.
LinkedIn – more business oriented, good mostly for B2B companies and for some big B2C companies. Linkedin was mostly focused on IT specialists from the start but is expanding and growing fast.
YouTube – There are very big opportunities on YouTube but you need to create specific video content that can be very expensive, and it needs to have the viral factor to truly succeed.
Twitter – good platform as for B2B so for B2C companies. The main specific is that posts are very limited in number of symbols you can use and wall news update every second. To be visible there you have to post 3 and even more posts in a day.
Pinterest – you can post only images or short videos + external link. However the main target audience of this social media is young women (about 83%) and limited promotional opportunities inside.
Instagram – you can post only images or short videos, no external links and limited promotion opportunities. However some beauty and fashion companies grow up their businesses based only on this platformGoogle+ – wide possibilities for posts. Google try to promote this media as much as possible. Is used widely with businesses to create Google places and with those individuals who uses Gmail accounts. But still there are a lot of inactive accounts.
Here is a very good infographic that can help you with you choice:
- Try try try! Test your ideas until you will find the best tactics for your company!
We are living in a digital world and digital environment is changing very fast. What was popular a year ago could be completely forgotten now (Who’s Justin Beiber??). To be successful in digital you have to study continuously and update your knowledge. Having all fresh data that is mentioned above you can build very good Social Media strategy, or E-web Marketing is always ready to help you with it =)