Use great care and planning when choosing social media platforms for your business. Potentially, you could use one or two networks – or you could branch out to 10 or more if you wish. There are great implications for your social media marketing strategy with these choices.
Some networks are experiencing impressive growth, as recent B2B numbers demonstrate. For instance, Pinterest was used by 26 percent of marketers in 2012, not showing up in 2011 numbers of the same report. The report identifies 14 social networks that are all used by a percentage of these marketers.
A key in choosing social marketing networks is to identify how you might use them. For instance, would YouTube videos seamlessly integrate into your blog and Facebook/Twitter pages? Would visual sites like Pinterest and Instagram make sense for your business’ industry? And do the demographics of the social networks match up with your target audience?
Integration is the key to a balanced social media presence. Successfully using social networks to echo some of your site’s blog content, as well as synchronizing some content with different social networks, can be quite effective. Look at diversifying your social media presence for maximum impact. However, there is something to be said for not overextending your marketing plan. It’s better to be awesome on 2 social networks versus mediocre on 5 networks.
As you consider the social networks you can handle and that are a good fit for your business, remember that you’ll need to create fresh content for each site — 3rd party content, your own content, videos, images, etc. Followers on Facebook and Twitter will know, for example, if you’re merely posting the same status updates and content on each network. Ensure that you can handle creating new content – and spending time – on each social media site that you commit to for your business.
If making sure that each social network has unique content is too difficult, one strategy to consider is staggering your content. For example: you share a link to a video on Facebook in week 1…in week 2 it gets shared on Twitter…in week 3 it gets shared on Gooogle+…and so forth. Obviously, this strategy doesn’t work if you’re posting time sensitive content.
So to summarize, carefully choose the social networks that your business uses to connect with your audience. Choose networks that match up with your goals and target audience demographics. And don’t go overboard — pick a number of networks that you can really commit to and excel at.
Contact us to learn more about social media marketing.
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