With Facebook recently admitting a drop in it’s teenage user-base, it’s never been more apparent that choosing the right Social Media network is an important first step to building a business social community.
Learning where your target market hangs out online and which networks reflect your particular zeitgeist will save you loads of time, energy, headaches, and money and make your digital marketing efforts go further!
Here are some important considerations to make when deciding where to make your mark online.
1. WHERE & WHO IS MY AUDIENCE?
The most important consideration you should ask yourself is – where is your audience. Spend time researching where your potential audience is spending their online time, then narrow down your choices.
Young Adults (18-33)
2. BRAND PERSONIALTY & GOALS
Ultimately the choice of which channel to adopt will be determined by your brand’s personality and your product offering. What’s your brand story – if your product lends itself well to being conveyed through imagery than Pinterest and Facebook would be an obvious choice. Are you witty with your messages – than Twitter may be the perfect fit. If your products need rich media support (such as car racing or cooking classes) Youtube and Vine could be the answer.
Ask yourself what existing content-creation strengths you have and which formats would best communicate your story.
3. WHAT RESOURCES CAN I DEDICATE?
Community management and audience building takes time and effort (in other words HARD WORK!) – each channel should be given at the very least 2-3 hours a week in order to truly bring you benefit.
Unless you have the resources of a big-budget business, it is far better to master 2-3 networks rather than stretch your brand too thin across many platforms.
Decide how much time, effort, and money you are willing to dedicate to managing (or having someone else manage) your channels – if you can only spare a few hours a week on social media choose one channel and conquer it!
CHOOSING THE RIGHT PLATFORM
Here’s a general guideline of what each social media channel can do and the types of businesses they’re most appropriate for.
You’re fans are primarily female
B2C business or not-for-profit brand
Short form content & imagery
Powerful email database builder
Suitable for most types of businesses
Targeting the media is part of your communication strategy
Witty – good copywriter
Your website is mobile responsive (Very Important!)
Suitable for news publishers, bloggers, B2B
Much like Facebook, Google + allows users to have their own social network of friends but also incorporates ‘Google Hangouts’ and ‘Circles’
Post long form content & videos
Targeting a ‘tech-savvy’ crowd
Potential to assist with SEO efforts
This visual-based site is all about the imagery and can prove a great tool for conversions and driving traffic to your site
Photographer or image-based business
Retailer (Homewares, Design, Giftware)
Creating visual content is a strength of yours
Highly visual platform that offers still photograph and short video capabilities
Commonly used in conjunction with either Twitter or Facebook (ie: user’s image is simultaneously posted to their Facebook wall)
Young age bracket and trend-setters
Retro products and image filters
Not just for the HR professional looking for a career change, LinkedIn is a powerful networking platform and is especially great for sales professionals and B2B businesses
Suited to businesses with intrinsic storylines
Owned by Twitter, Vine is the newest addition to the networking family and is exclusively made for short 6 second videos.
Basic Videography skills
Micro-blogging platform where users have mastered the art of tags and reblogs
Hip, young age bracket
Scrapbooking & inspirational posts
Great if you’re targeting blogging community
If you’re still unsure or would like to here more drop us a yarn and ask for your FREE consult today!
Image by James Vauhan CC