There really is no other medium quite like it! Social media has the unique ability to not only reach thousands of customers instantaneously, but also to influence their buying decisions. It is a marketer’s dream: an inexpensive medium to leverage when creating brand awareness, influencing opportunities, and online marketing campaigns.
It seems there are new social media channels popping up every day, and although they may be tempting, before you add the latest one to your marketing arsenal, I’ve outlined below a few social media guidelines worth considering when evaluating your social media approach to help you decide which new shiny social media platform is right for your marketing objectives.
- Do Your Homework
One rule of thumb I tell my clients is to do your research; make sure your audience is listening. If your audience is not on the platform you’ve chosen, then how will you measure results against your marketing objectives? One way to conduct research for social media could be to actually ask your customers in an online poll or quick web survey. By finding out which channels your customers are on, you can narrow down your choices and easily make a decision about which channels you should put your efforts towards.
- Who is the Platform For?
Many businesses believe that having a presence on many channels can bring them the most exposure for their brand, but each platform targets different demographics and opportunities. Take a look at the platform, read what people are saying about it, check out the content and get a flavour for the postings, look at the advertising opportunities, and then decide if it’s right for your customers.
- Be Strategic and Consistent
As with all marketing, social media needs to be implemented strategically and then implemented consistently. You’ll need to create a plan, schedule, and “voice” to be successful. No one will follow a brand that is in their face one second and then disappears for the next month.
- Do You Have Enough Bandwidth?
Once you’ve decided on which new platform(s) you’d like to add, consider your resources. Some of you may already have a presence on many channels, so consider the extra work involved. It’s better to have a strong presence on a few channels that matter to your customers, than spreading yourself too thin and getting a weak performance on several.
There is no doubt about it, social media is a great marketing tool for business, but you’ll need to be clear about choosing the right platforms, scheduling the content and remaining consistent online. If your social media platform has not been active for as long as a week, to a potential customer it could feel like you have turned off the lights and locked the doors!