After the explosive growth of the past few years, social media networks now offer enough variety to be confusing.
There are at least half a dozen social media networks that everyone seems to be using, without even considering the many social networks and apps that go from viral to bankrupt every few months. Trying to be everywhere, however, may derail your entire strategy.
For marketing on social media networks to be effective, it needs to interact frequently with its customers. This can be very time-consuming since it requires constant monitoring in addition to frequent quality content.
A fan page that doesn’t respond to messages nor shows any activity is not something worth following – so having ten of those is of little use. Two or three well-curated pages will have a much higher return on investment than 9 boring ones so it’s important to only join those networks you’ll be able to maintain.
According to Neil Patel, writing for Kissmetrics, there are four social media networks where presence is almost mandatory nowadays; Facebook, Twitter, Google+, and LinkedIn. They have the biggest audiences across all demographics, so a presence there should always be a priority.
If just these four are still too big a task, then consider Facebook has grown to largely replace the Yellow Pages while Google+ is a Google product, so being present there can provide extra enhancement for an SEO-based strategy.
Twitter and LinkedIn or course, are the networks of choice for businesses and lead generation.
In addition to those big four, there are many other social media networks which smaller numbers, but much more hardcore niche audiences.
The biggest consideration to have before joining new social media networks is your target audience – research who is using what.
For example, the average Instagram user is much younger than that of Pinterest or LinkedIn, and an urban dweller will be much more reliant on Yelp to decide their daily activities.
According to Yasmin Bendror, from Aabaco, the product you are offering and the resources at your disposal should be considered.
You want to invest time and resources on a page where your product or service can show its best face. For example, Instagram and Pinterest are both image-based, but each one has different perks for specific types of products.
Anything related to food, design, or the hospitality industry will find Instagram a fertile ground for setting off the customer’s imagination, thanks to its “behind the scenes” air. Meanwhile, Pinterest infographics will work best for any content related to gardening, decoration, bricolage, or mechanics.
For media companies or any business branding itself as “cheeky” or “honest”, extra attention to Twitter can bring the highest rewards.
While it’s important to avoid spreading your resources too thin when developing strategies for social media networks, there are also many ways to make the most of them.
Access a regular stream of quality content, specially designed for your page, and get better value for your time.