Facebook. Twitter. LinkedIn. Google+. Instagram. Pinterest. Snapchat. Periscope. YouTube. Vimeo. Tumblr. Vine. Flickr. So many social media platforms, so little time. When you’re responsible for your brand’s social media, it can be overwhelming to manage. Heck, it’s overwhelming sometimes just knowing where to begin.
In an ideal world, your brand would have a presence on as many social networking sites as possible. But let’s face it, it would be nearly impossible to manage all of those accounts, while posting quality content and engaging with your customers. In order to make the best use of your time when it comes to social media, it’s important to start with asking yourself some basic questions.
What Are the Best Platforms for My Brand?
All companies are created differently. What works for one brand may not work for another. For example, if your company never creates videos, then sites like YouTube and Vimeo aren’t a good choice. Or if your brand doesn’t sell a product, having enough content to populate Instagram or Pinterest could be problematic.
Facebook is still by far the most popular social media platform and essentially cannot be ignored by any brand. With today’s technology, not having a Facebook page is like not having a storefront sign to a restaurant or retail establishment. Since more than 71% of internet users are on Facebook, you can’t compete with that type of reach. And with 500 million tweets sent daily, Twitter is typically the next logical choice for most brands. After that, admittedly it can get confusing.
Who is My Target Audience?
Unless you have a huge social media team, we’ve already established you can’t be on every platform, so ask yourself “What type of customer am I trying to reach?” If your brand is for an older demographic, then trying to use a platform like Snapchat would, for the most part, be a waste of time. Or say you’re trying to reach an audience of more professional and business-minded folks, then LinkedIn is a great option.
How Much Time Can I Spend?
It’s important to be realistic about the amount of time you have to designate toward your social media efforts. If it’s only a couple of hours a week, then two or three platforms may be all you can handle. It’s more important to post quality content consistently and provide timely responses on two sites than ignore your audience most of the time on five or six. It’s usually a good rule of thumb to avoid setting up accounts on newer social media sites due to the amount of time it can take just to get the hang of them before they either don’t catch on or their popularity dwindles.
The bottom line is: you can’t be everything to everyone. So narrow your focus and start interacting with your social audience where you can. Because they’re already talking about your brand and you need to listen.