Do you remember wanting the new shiny toy that your friend has? Or jumping on the fashion bandwagon just so you wouldn’t feel left out? We get it (and wore platform shoes at some point in our lives too). We all like to be part of the new thing that everyone is talking about.
This need for belonging extends to social networking as well. Unfortunately, not all social media channels are created equal and you don’t have to be on it just because it exists.
It’s important to know which social network will serve your brand, business objectives and customers well in the long run. So, how do you pick the right social channel for your business?
1. Understand your brand, business and resources
First of all, it’s vital to know the type of business your company is so you can be on the right social media channel to attract the right type of audience with the right tone of voice.
Are you a B2B or B2C company?
What is the size of your business and brand?
What is the size of your social media team?
How much time do you want to invest in posting and engaging on social media?
A B2B company may want to establish their company credibility and reach corporate audience on Linkedin, where peer networking industry-specific topics are shared and discussed. Smaller businesses with limited resources may start off with one or two social channels that they expect to get the highest traction from before expanding to others.
2. Outline your social media goals and objectives
Identifying goals is important so you can measure your success. Why do you need to engage on this channel? What are you trying to get out of it? Perhaps you want to drive brand awareness or increase brand loyalty and advocacy. Knowing what behaviour you want to drive also helps with identifying your messaging for this channel.
3. Know your buyer personas’ online behaviour
Before you open up a social media account because you have found the answers to point 1 and 2 above, you should have a good understanding of your audience personas and their online behaviour. You should be where your existing and potential customers are.
Are they on this social media channel? Which channels are influential for your audience? Does this network fit your demographic?
4. Learn what content types resonate with your audience
After you know who your personas are, you will know the type of content your audience consume. This preference should lend itself to the products and services you offer.
Do they respond to text, photos or videos? If they engage well with videos, you may want to be on Youtube. Look for the platform functionality that works with your product offering, your audience as well as your content.
5. Find your competitors
If you’re not the first amongst your competitors to create an account on social media, check out what they are up to and observe how their social media efforts are performing. Do keep in mind though that their success or failure does not necessarily reflect how yours will turn out. If you are competing against a more established or bigger company, pick and invest in channels where you can yield the most impact and engagement - you may fill a gap that your competitors didn’t know exists.
The success of your efforts comes with a well thought out social media strategy, measuring your performance and adapting your strategy to new results and findings.
6. Geographic consideration
With a number of 1.44 billion active users a month, it is easy to assume that Facebook is the go to social media channel to reach everyone. However, this isn’t the case if your target audience resides in China, where its top social media sites include QZone, Weibo and WeChat; or in Japan, where Twitter is more popular.
A final word
Social media marketing is a long-term game. It’s always better to excel on one social channel and grow from there, rather than spreading yourself too thin (which often results in ignored and forgotten accounts and can lead to negative digital brand footprint). Lastly, remember to always test and measure your efforts, and adjust your strategy where needed!
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Brand chemistry is a strategic inbound marketing agency that goes the extra mile to deliver results for our b2b clients. Our inbound marketing specialists are HubSpot certified and use the latest techniques to provide our clients with a steady stream of relevant new leads.