Similar to traditional advertising outlets (TV, magazine, radio, billboard), there is a strategy to choosing which social media platforms are best for reaching your target audience online. Some platforms may reach more people – but are those the right people? Other platforms are more visual. Platforms can be causal, business-like, entertaining, informative – the list goes on and on, but your concern should only be, ‘which platforms are best for my business?’
Author and online marketing expert Scott Levy says, “Most people and companies can’t be amazing on every platform; that takes a huge amount of bandwidth and resources. Instead of having a sub-par representation in a lot of places, be awesome on a few of them.”
Now, let’s figure out which platforms best meet your business credentials.
First off, Facebook is not about selling. As one of the most powerful social platforms in the world, this is not where you hook a one-time buyer; this is where you go to make long-term fans. Your goal should be to showcase your company – “let customers get to know the people behind the logo.”
Facebook allows you to post with images, video or just text, and it’s up to you to decide which best suits your target audience’s newsfeed.
YouTube, I Tube, everyone is doing it. And for that reason, the bar for ‘watchable’ videos has been set very high. If brands can showcase their product in an engaging and unforgettable way, there is no limit to the success you can acheieve, but as more and more brands use this medium to compete, creating unbelievable content is harder to execute.
Besides entertaining, videos can also educate, so if your business can demonstrate how to use a product or introduce a business, this may be the outlet for you.
Think of Tweets as an ongoing conversation. Twitter is a very in-the-moment platform – great for news updates, Q&A, events, etc. The thing is, Twitter has also turned into somewhat of a customer service tool, and on this platform, followers expect a timely response. So DO choose Twitter if you have a dedicated responder, who knows your business, but DON’T use Twitter if you only have the capacity to interact with followers every few days.
Pinning is ideal for businesses with highly visual products. Wedding planning, vacations, apparel and food recipes all do very well with the predominantly female audience. The audience is niche, but highly lucrative if tapped. Once you’ve ‘Pinned’ an image, it can link to your website, and drive sales better than any other platform!
Of course, this just scrapes the surface of potential platforms and their user-benefits. Once you have picked your platform, sign-up for a free month of iScream Social, the online social media planner, to create a custom calendar for your brand.
Ask us any questions in the comment section below.