Today, having a social media page is no longer a nice-to-have addition for businesses but rather a must-have that leverages brands of all shapes and sizes. And if you’re an up-and-coming brand looking to venture into the digital space, you’ve probably been told at least once to have a Facebook page, a YouTube channel, a LinkedIn profile, a Twitter account, and so on.
However, the promise that successful social media marketing entails doing everything everywhere all at once is a common myth that experts are continuously debunking, especially today.
With all the social media networks out there, how do you find the one for you and your business?
Identify Your Audience
It’s not always about which platform has the most users. The key to nailing your social media efforts lies in identifying which network has most of your target audience. Facebook, for example, has the most active users than any other network; but what’s the point if your audience—and your potential customers or clients—hangs out on LinkedIn?
TIP: Ask yourself, “Who would most likely buy or support my product or service?” Make it as specific as possible, from their age and location to their interests and occupations. Having a well-established audience profile allows you to understand better where you should spend resources to connect with these specific people.
Define Your Goals
While most businesses use social media to increase brand recognition or engage with potential customers, others tap into it for other purposes. One example is how the on-demand media company Netflix utilizes Twitter for customer support. Not only does it free up their phone lines, but promptly and successfully addressing their users’ issues also counts for free PR.
TIP: List down all the reasons you would use social media for your brand. Are you going for sales? Increased traffic? Lead generation? Be specific with your goals. Remember, venturing into a social media space and posting blindly without objectives would be like cooking without the right ingredients.
Understand Each Platform
Each network is different, with its own set of purpose, demographics, algorithm, and ‘personality.’ LinkedIn is great for businesses and industry experts to attract talent or establish thought leadership, while Facebook is a hub for all-things viral with its versatility in available content formats. There’s also YouTube and TikTok, which differ significantly in user base and content type despite being the same video-sharing platforms.
TIP: Research, research, research. List down all the pros and cons of each platform, and make sure your options align with your goal, branding, messaging, and resources.
Go Where Your Audience Is
Now that you have identified both your audience and goals, it’s time to find where they are and where to implement them, respectively.
TIP: List down these questions, and answer each of them to narrow down your choices:
- What platform is your target audience mostly using? How active and engaged are they on that network?
- What type of content are they regularly consuming?
- What platforms are your competitors utilizing?
Define Your Brand Personality
Brand personality is what makes your brand memorable for the right reasons. It humanizes your brand and creates a character for a business that people can relate to and resonate with. Now, how will you show that personality to your target audience through social media?
TIP: Imagine your brand as a person. How do you think they would communicate? Curate your content as if it is them speaking, then ensure the tone and voice are consistent across all your posts. Doing so would allow your target audience to be drawn and engage with your brand naturally.
Check Your Available Resources
Social media is a commitment, and most of the time, a long term at that. It requires time and effort to see what works and fix what doesn’t. Each channel needs different strategies, priorities, and focus. If you plan on venturing into social media advertising, each platform demands different levels of investment, too.
TIP: Create a budget plan that specifies how much you intend to spend on your social media efforts over a specific timeline. It should also include your resources for content creation, software, and tools. If you only have one person who can allocate only a few hours a week to manage your page, you’ll want to limit your channels to one or two. Otherwise, having several channels can do.
FINALLY… what now?
Choosing the right social media platform is merely half the battle. The true challenge starts with ensuring that you’re reaching the right people with the right content that accurately reflects your brand. Just remember, seeing results in your social media efforts takes time. Be consistent with your goal but still flexible to changes that may occur.
In today’s vast digital landscape, there are more ways than one to elevate your brand. Reach out to Omni Channel Solutions, and we’ll help you craft social media content that cuts through the noise and yields great results.
