The vast majority of business owners and professionals agree – a strong presence on social media is vital to a business’s success. With literally hundreds of platforms worldwide, though, how do you know which ones are right for you or your business? Most folks make one of three common mistakes:
- They join a bunch of them, posting a couple things right away and then never returning.
- They join just one, missing out on countless people who are active on others but not the chosen one.
- They join a bunch, then utilize a service to blanket all of them with the identical message all at one time.
Let’s take a look at the problems with each:
- Social media is all about the interactions. When a consumer lands on a page that hasn’t been updated in ages, the message they receive is one of neglect. They don’t engage in the conversation because the content isn’t relevant.
- Each platform has its unique set of pros and cons. Looking to reach millennials? Snapchat is a must. Boomers your primary audience? Facebook. Women? Pinterest. The list goes on. If your business is looking to reach a varied group, you’ll never get them all on just one platform.
- As noted above in #2, each platform has a tendency to be more heavily favored by a certain demographic. When a service is used to simply drop the same message to all platforms at the same time, the business drops the ball on making a meaningful connection. What works for a 20-something female won’t work for a 60-something male…and imagine every variance in between.
Ok, so back to the question at hand: how do we know which one(s) is right for us? The answer is simple and complex – it depends. Knowing your target market for each product/service/message will help you better understand which platform to utilize.