What Social Media Platforms Fit Best?
When it comes to social media, like a good pair of shoes, one size does not fit all.
It might seem like a good idea to look at brands you respect and want to emulate and try and replicate their approach on social media. And that’s not unreasonable. But be warned that what can work wonders for one business may not work as well for another. Replicating another business doesn’t work unless your context, size and strategy is exactly identical. And even then, their timing is different from yours, so you might even come off as being a copycat. And social media is ruthless when it comes to opinions.
How to pick the platform that works for you – Asking the right questions
Here are some of the key questions to to keep in mind when choosing social media platforms.
- Who is your customer? If you are a B2B business, you will need to be on very different platforms on social media, than if you are a B2C business. Know where your customers are.
- What do your customers do on social media? The same customer may be present on multiple social media platforms. That doesn’t mean you bombard him or her with your content and messaging on all platforms. You need to catch him at the right place at the right time. Think of it this way, you could call a prospect at work to sell them an enterprise solution or you could call their personal cell phone at home to pitch your idea. Where would you call? Its a no brainer. Unless you’re selling them something for their personal use, aka products and services for customers, stay away from more personal social media platforms for direct marketing messaging.
- Where are your influencers? If your business needs to gather momentum on social media, one way to do it is to piggyback on the followers of social media mavens. Head where they are.
- What are you selling? For a design driven brand a strongly visual social media channel like Instagram or Pinterest can be fabulous to showcase the best you have to offer. On the other hand, if you sell steel components to auto manufacturers, then there is only so much you could do to glamourize your wares. You might be better off on industry specific social media forums or networking sites like LinkedIn. If you are a content driven firm, perhaps in research or publishing Twitter may work nicely to promote one line headlines of your latest material or reports.
- What is your competition doing? See what those before you have done. Learn from their mistakes and successes.
- Do you need to be present on all platforms? Sometimes a brand may benefit from being present on multiple social media platforms. But they might use each for a different purpose. While a B2B business might maintain a Facebook account to engage with prospective recruits on an informal platform, it is likely to drive its marketing messaging via LinkedIn or similar forums.
- What is your strategy? Be clear on what you want out of each social media platform you are present on. Sometimes, you may need a passive presence where you are a quiet passive listener, getting an understanding of the consumer or client and their needs without actively engaging. At other times or on a different platform you may take a more proactive approach.
Finding that best fit
While there is no fail-safe approach, there are some steps to follow that should guarantee a fair measure of success on social media.
- Know what you’re selling and to whom.
- Hire a team. Get a consultant to help you through this if you don’t have a digital marketing team in place. Be sure you have a mix of writers, technical experts and designers on board.
- Do your background research. Have answers to those questions we told you about earlier.
- Pick your social media platforms.
- Design custom strategies for each. What works on LinkedIn may not work on Facebook or Twitter and vice versa.
- Test it out.
- Revise strategy and return to the drawing board if it isn’t working.
- Try again.
Try, try again.
You may not get it right at first try. Start small, test the waters before you scale up and go to town with your plans. The good news is if your launch didn’t quite pan out the way you wanted, it is likely not too many people noticed. If you decide that a particular medium isn’t giving you the kind of response you had hoped for, and is unlikely to scale, you can regroup and think of a fresh approach or alternate channels.
Need some help with your social media strategy, we can help. Get in touch – 1300 884 356
I am Belinda Bow
I love all things marketing and I thrive on seeing a business become re-energised and flourish. I am excited about life and I adore my family.
Within these articles, you’ll find some helpful tips and some real guidance to help you make the most of your business, and gain a good understanding of all things marketing.