Once your business has made a decision to jump on the social media bandwagon, the next decision is to decide upon what channels to use and how much time do you want to spend posting, tweeting, pinning, cricling, creating or following?
When making these decisions, businesses often make the mistake of signing up to all the most popular networks, hoping to have a business impact by reaching the right customers straight away. The reality is that it’s virtually impossible to do them all – or at least do them all well.
Businesses that do try, often go in all guns blazing, then after a week or two, due to the lack of responses to their online activities, the use of social media channels by that business rapidly dwindles – and they’ll often end up with a Facebook page with a couple of half-hearted posts on them, or Twitter feed with the latest tweets being 6 months old. This end result can actually be more damaging to your business than not having any social network presence at all.
The one piece of advice we can give you is to choose your channels wisely – don’t try to be everywhere! The important thing you need to figure out is which channels are dominant for your market.
In social media, it’s about quality, not just quantity. Doing two or three channels really well with consistent, highly engaging content is what will lead to conversion and customers.
Here are a few ways to come to the conclusion about the right social media channels for you:
- Where does your business sit in the social media space?
- Are you aiming to build a community presence? If so then Facebook, Twitter and Google+ could be for you.
- Does your business use a lot of images? If so then perhaps Instagram or Pinterest is the way to go.
- If you’re a business can provide professional and useful insights for others within your industry then get yourselves on LinkedIn.
- Think about your target audience – where is your target buyer and what channels are they using?
- Have a look at your competitors – what channels are they using? Are they doing well on social?
- Do you have time to be working on all the social media sites? How many channels do you think you can do really well on?
- Have a clear social media strategy in place – then you can work out a plan that you can realistically implement.
- Keep in mind that social media takes time, especially if you want to build up a reputation – so don’t get frustrated if you’re not getting instant results.
It’s very important that you choose the right channel or channels from the outset and it’s equally important that you do not get distracted in trying to support your profiles on those channels.
Whichever social networks you choose to use, be prepared to sufficiently resource the activity – this will take some time, skills and prompt responses to build up the right social network for your business. Once you’ve learnt how to master one or two channels to begin with, you can than progress to the next one.
You’ll be surprised at how much time an effective social media presences takes up – so don’t overburden yourself initially, as that is a guaranteed recipe for failure.