Believe it or not, not every social channel is created equal. What does this mean? Well, if you’re just starting your business’ social media efforts, then you may feel you should create business accounts for Twitter, Instagram, Facebook, Google+, Pinterest, and…..you get the point. There are TONS of different social media channels online. It might be tempting to establish accounts on every social media channel you find, with the theory that it will increase visibility. The best thing your business can do is NOT to attempt to be on every single social media channel under the sun. This is not only difficult (maybe impossible) to achieve, but it also is counterproductive. You will ultimately run yourself thin and end up with less visibility overall.
Colleen, our social media guru at Blue Star, explains the logic behind choosing to be active on only a few social channels. “A lot of companies think that they’re ‘supposed to’ have a presence on every major social media platform,” she begins. She continues, “but unless you have a comprehensive social media team at your disposal, you’re never going to be able to do it all. Having an account that you don’t update regularly or use well is just as bad as not having the accounts to begin with. Focus on what you can do well and what will resonate with your audience.” Choosing one platform and using it like a rockstar will help you gain an audience, which is what this is all about after all. What’s important to remember when establishing social media accounts is not that you need to be on every social platform, but rather that you should be on the right social platforms. This means quality over quantity. But how do you find the right platforms for your business?
First and foremost, think about your customers. You probably have a buyer persona (or maybe even several) that you cater to. Something as simple as a survey sent out to newsletter subscribers on which social media platforms they use can be extremely helpful in determining which platforms you ought to use. You also can hold interviews with customers or talk with them if you have a brick-and-mortar location.
Second, you should think about which platforms will help you distribute content easily and effectively to best reach your community. Different social media platforms allow you to excel in different ways. For instance, Facebook allows you to distribute links and write lengthier text to accompany your link. However, Instagram is more image focused and can help you capture your viewer’s attention that way. Think about the way in which you would like to connect with your audience, then go with the platform that best serves you. Researching the benefits of different platforms can help you decide which ones are best for your industry.
Remember, it’s not about how many accounts you have, but rather how visible you are with those accounts. Choose your social media platforms wisely and remain active with posts and updates. Which platforms do you use and why? Comment below to tell us what works for you!