All well and good, but where on Earth do you even start?
No business can realistically afford to spread itself with even effectiveness across all social networks. There are just too many of them, and the whole thing would be far too time-consuming.
Instead, therefore, it is a case of considering which social networks are likely to work best for your business. Something that can be surprisingly simple to figure out, after considering the following five questions:
1. What is your main motivation for choosing this platform?
This will instantly help you narrow things down, as you need to consider your motivations carefully. Are you considering joining a social network because it is popular, trendy and has a massive global audience? Or are you doing so because the platform could genuinely support the mission and objectives of your business? Be where the temptation to bandwagon-hop where social networking is concerned, as it often paves the way for wasted time and money.
2. Do you have the resources?
You also need to consider carefully whether you have the resources you will need to run a viable campaign on the platform in question. It’s important to remember that the content creation process on platforms like TikTok is completely different to that of Facebook or Twitter. You may have your needs covered comfortably for your current social requirements, but do you have the resources to branch out into new territory?
3. Are your customers using this platform?
A little research is all it takes to discover exactly who is using which platforms, and for what reasons. Depending on the age, location, preferences and even income level of those you are targeting, some platforms could be entirely more suitable than others. For a good indication of where your audience is, take a look at the platforms your biggest (and most successful) competitors are focusing their efforts on.
4. Who will oversee the project?
Two options here – one being to handle things in-house, the other being to outsource. Of course, you’ll need to be involved in your own social media efforts to at least some extent, due to the nature of the beast. They want to see you, talk to you, hear about you and connect with you – not with an unrelated third party. Even so, outsourcing at least some of your social media marketing activities could help you get the most out of your project.
5. What are our specific goals for this initiative?
Last up, a social network selection should be based primarily on your brand’s broader goals and objectives. Are you looking to generate leads, get new customers on board, boost your brand image and reputation, sell more products, diversify into new markets, or simply build better customer relationships? Some platforms are better than others at helping businesses achieve these and other goals, so consider your selection wisely.
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