Social Media and Your Business
I recently read an article that said audio is set to get a lot more focus in terms of technological developments, especially with the recent launch of Apple HomePod and other home speakers that work with audio. Naturally, the first thing I thought of was what this would mean for social media.
And sure enough, as I was doing my usual Google search on the topic, I came across a massive number of social media networks that encourage users to upload audio content.
Now, the question is, should I get on them? Or are they just going to fade into obscurity like many other social networks? How do you decide which networks are suited for your business and how can you be sure that you are not missing out on a real opportunity to connect with your customers?
Filter the noise
To help me (and my clients) filter through the daily noise of social and new technologies, I’ve come up with the following key action points:
1. Define your social media goals
Whenever you are faced with the decision to join a new social media platform, the first thing you should always go back to is your goals. How will this new platform serve those goals?
The secret is to be completely honest with yourself. Getting a lot of followers on social media is not a goal, as it ultimately won’t translate directly to sales. The most important factors to consider is your brand identity and voice, as well as where your ideal customers are spending their time.
2. Quantity vs quality
Do you have enough time and resources to justify hopping on board another social media platform? What is the pace and style of the network and how much time will it require to create content for it? Remember, social media content should be ‘native’ to each platform if you want to effectively engage your audience. Simply repurposing the same content will result in low quality posts that most likely won’t gain a significant amount of engagement.
3. Go where your customers are
Only use platforms where you know your customers feel at home and are active. Is your ideal customer a trendy millenial? Then focus on Instagram and Snapchat. Are they DIYers or homemakers? Then Pinterest is a definitive must. Facebook is generally one I would suggest for any business, plus one or two (max) other networks. Don’t try to be everywhere, because in all likelihood, your audience won’t be.
Once you’ve gone through the above exercise, decide which networks you are willing to commit to 100%. Consistency and being active is a really important part of engaging your audience. If you are not able to post at least three times a week, then you may need to reconsider your goals.
Need help with social media strategy and content. Let me help you get your business on the digital map by getting in touch.
