With so many social media platforms to choose from – Facebook, Twitter, Instagram, Google +, Slide Share, Vimeo, Vine, LinkedIn, Pinterest, Flickr, StumbleUpon, Foursquare, Medium, Tumblr, Snapchat, MySpace, just to name a few – marketers must have clear, specific goals as to what they want to achieve by publishing content on each platform.
It is not necessary for every company to have a presence on every social network! Marketers must carefully weigh a number of factors when determining which platforms to utilize:
- What is your available marketing budget? How many staff members are you able to devote to curating content and monitoring user response? Is your company’s leadership bought-in to your social media content strategy?
- Where will you see the greatest impact with your target audience? Understanding the nuanced differences between each social network, and the demographics of the platform’s users, will help you better reach your market.
- How are your competitors engaging with customers on social media? Analysis of the effectiveness of the competition’s marketing efforts can inform your decisions.
- What is the desired next-action you want social “followers” on the platform to take? Measuring content messaging and performance against established goals will add purpose and value to social media marketing campaigns.
Each platform has a unique demographic audience, distinct purpose, mode of engagement, and tone of communication. Chose the social platforms that your target market segment are using to connect with them in meaningful ways.
I grew up with my dad repeating the adage “a job worth doing is a job worth doing well”. This maxim has apt application to social media marketing. Creating a Facebook page or Twitter account is not enough for a company. Neither is it enough to add icons of popular social sites on traditional marketing collateral. If an organization is going to utilize social media as a marketing channel, they must have a clearly defined, comprehensive strategy to support the use of these tools.