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Insight
Which social media channel is right for you?
Choosing the right social media channel needn’t be as daunting as finding a needle in a haystack. Just a few simple questions and steps should set you on the right path.
And remember that there are many benefits to social media, such as reaching customers and gaining more exposure, so getting it right is vitally important.
While there are many aspects to consider, these are just a few starter points to consider.
Spread too thin
Just because there are plenty of social media channels, it doesn’t mean you need to be on all of them.
In fact, you could do more harm than good if you spread yourself too thinly.
Treat your social media activity the same as you would any other marketing activity, devoting adequate time, budget and resources to see a positive return on your investment.
Hide and seek
Perhaps this is one of the most fundamental questions you need to ask yourself – which social media channel/s do your audience use?
After all, there’s no point in concentrating your efforts on Facebook if the majority of your customer are mainly are on LinkedIn.
Think of it like print advertising. This might be an extreme example, but if you were a bike shop, you wouldn’t place an advert in Plumbing Weekly!
Let Google Analytics shine a light
If you simply don’t know where your audience is, then Google Analytics (Google’s service that tracks and reports website traffic) is a great tool.
As well as showing where visitors to your website have come from, e.g., through an organic search, you can also delve deeper to see which social channels they have come from.
Armed with this information, you can then make a judgement call as to where to concentrate your efforts.
Watching me, watching you
Another great source of information to help you decide is your competitors.
See what they are doing, which social channels they are on and what is working well, e.g., high levels of engagement with plenty of shares and likes, and what is falling flat.
Industry specific
More generally, certain social channels are more suited to certain sectors and messages than others.
For instance, Instagram, with its high visual content, is better placed to showcase visually orientated industries like fashion and dining out.
On the other hand, LinkedIn, as well as the wider business community, can also lend itself to very niche sectors and is great for posting thought leadership articles and company news. It’s also a very good platform for referrals.
Customer service
Whatever social channel you decide to use, remember to treat it as an extension to your customer service.
Just as in answering a phone call or email message, customers will expect a quick reply to their queries or comments.
If you don’t have the time to monitor all of your social channels, and reply to messages if necessary, then it could be an indication to concentrate your efforts on fewer channels.
Sometimes, less is more!
