Any business wanting to have a presence on social media faces the question “which social media platforms should we be on”? It is also easy to question whether you should be on all the top, well-known platforms such as Facebook, Twitter and/or Linkedin. After all, if every business seems to on the more established platforms; it should be a good thing, right?
The answer to that question depends more on the type of audience you’re trying to reach out to and has less to do with top performing platforms. There’s no general right or wrong answer to the above question, but there’s a right answer for you.
Be where your audience is
This is a general marketing rule, being offline or online. If you sell fishing accessories, you wouldn’t have a full-page advert on Vogue magazine would you? The same principle applies to social media.
Your audience is already interacting, commenting and talking about your products, services, brands and/or industry in general on social media sites. You need to research which platforms they using most. Your efforts invested into social media should be determined by where your audience invest their social media time. It could be a site as well-known as Facebook, but it also can be a more targeted niche discussion forum that you didn’t know existed!
Search your audience and research your competition
You can establish what the right social media platform for your social media marketing is by searching for those conversations and audience. You can do this using Google and using specific tools and keywords.
You should also research your competitors to check what platforms they are successfully using.
Always combine searching your audience with researching your competition. Only doing the latter may not be enough for your business if the competition have missed key platforms that can be a good opportunity for you to use. Always search your audience’s conversations.
By implementing these strategies, you’ll find out which networks will work for you and you can create a strategy around them.
One thing to remember is that each social network has its own unique approach. Your business does not have to be on every network to achieve your social media goals. By focusing on a handful of networks where your target audience is hanging out, you can keep your followers engaged and save time whilst doing it.