These days everyone wants to be involved in social media. There are so many platforms to potentially be involved with such as Twitter, Facebook, Google+, YouTube, Foursquare, and Instagram, need I keep going? How do you choose which platform is right for you and your company? That is a question many social media marketers are faced with every day and the answer may surprise you. Many people's initial gut reaction is to signup and post to every platform. Do you want to know a little secret? Come closer, closer, closer… Ok, stop. That's not always the best approach. Sometimes it can work, usually if you have a team of people working with you, but generally speaking, it is not very effective.
So what does work well?
Well, chances are you will not be the first company within your industry to utilize social media platforms, so we typically recommend studying the competition prior to starting your own social media initiatives.
Things you should be looking for include which platforms your competitor(s) are using, how they are using them, what they're doing poorly, and what they're doing well. This information can be useful in developing your own social media strategy.
For instance, you may learn that a competitor is owning Twitter but has a small presence on Facebook, you may want to make building up your Facebook page the top priority while also establishing a footprint on Twitter.
From there, you can work on integrating the more feature-specific platforms such as Instagram for sharing photos, YouTube for video, and Foursquare for deals. Examining your target audience and what you are looking to accomplish is the best way to determine which additional platform(s) to integrate into your social media hub.
Integrating additional social media platforms into your campaign can be a lot of work and depending upon the amount of resources available to you, it is often best to start with one feature-specific platform and go from there. It's important to know and understand one platform really well and just crushing it, because utilizing one feature-specific platform effectively works better than spreading yourself too thin.
After all, the end goal is to engage with customers and how can do you that well if you have to monitor 10 different platforms? The answer is, you can't.
Do you have any additional tips or advice? Feel free to leave a comment!