Doesn’t it seem like every month, there is a new social platform everyone is buzzing about? With the shape of online marketing growing and changing at a rapid pace, it can be an overwhelming task to figure out what social platforms to focus on. Today, growing an online audience for your business is more important than ever and using social media boosts that audience growth. However, creating and posting content, community management and audience engagement take time and effort. At TDG, we create strategies for our clients that identify the right social platforms for their businesses and how to navigate them. Here are some top tips to keep you on the right track with your organization’s social media:
Not all social media platforms work for every business. Often people spread their efforts too thin due to the fear of missing out on the next big social channel. Taking the time to understand your own target audience and what platforms they use, or are likely to adopt, makes sure you are not wasting efforts on channels that are unlikely to benefit your business or organization.
It’s best not to force a platform and to identify what social channels align with your business goals and audiences. Recognizing the tone of a platform is important. Take the time to assess if a platform fits your business or organization’s values before investing time and effort into building a following.
You don’t need to be on all platforms. Choose the ones that make sense for your objectives. Organizations that appear on all platforms without connecting with any of the users can negatively impact how the brand or business looks to prospective audience members.
It’s best to balance FOMO with being a trailblazer or an early adopter when it comes to social platforms. Sometimes you can unlock a door to an untapped audience on a platform none of your competitors are using. When Pinterest introduced the ability for companies to attach shopping buttons to pins in 2015, companies that already had traction on the platform benefited from being trailblazers on Pinterest and had an advantage over companies newly flocking to the site.
Sometimes it seems easier for a business-to-consumer company vs. a business-to-business to capture attention and build audiences across social platforms. However, more studies are showing B2B businesses are seeing big benefits to using social media. It stands true that quality content and strategy work for any business or organization. Like all good marketing, social media marketing is about capturing the story of what is at the heart of a business or organization and connecting with key audiences.
Creating quality content is time-consuming and expensive, so unless you are checking to see what is working, you are bound to waste time, money, and energy. Always be aware of the numbers. Most social platforms have great backend analytics that can be used to review the success of each of your posts and campaigns. Using the analytics, test out post types and see what kinds of content get the most engagement and views. Brainstorming more content based on what performs well is key to connecting your message with your audience and growing awareness for your organization.
Across all social platforms, consistency is key. Posting regularly and responding to messages and comments helps your posts be seen and discovered by other potential audience members.
Not only does consistency help boost your presence to planform algorithms, but it also communicates to your audience that your brand is trustworthy, dependable, and connected. You have the potential to turn your followers into ambassadors when you prove your brand presence is solid and dependable.
Social media platforms have become increasingly curated, and audiences expect quality posts. Every post reflects the brand, and rushing to just post for posting sake can negatively affect people’s perception of the company or organization. Planning out platform themes and content monthly and even quarterly ensures that you post regularly and deliver quality. Each post should either inform, inspire, or delight your followers.
Not sure where to start? Book a one-hour consultation with us at TDG Marketing online for free, and we can go from there.