Why Your Brand Shouldn’t Be on Every Social Network
One of the best social media marketing tips is this: don’t try to do it all. If you think that your company can devote its resources to every social network and be successful, you may want to reconsider.
When it comes to social media marketing, there are many different paths you can take. One dilemma brands often face — which social networks pose the most opportunity for the company?
Social media marketing is meant to build and solidify relationships with your customers, bring in new customers, and ultimately grow your business. It takes tremendous resources to do this the right way. You are better off prioritizing one or two social networks if you want to see real growth and success.
If you only have enough time, money and energy to devote to one or two activities, then do it and do it well. Don’t spread yourself too thin by thinking you can conquer the social media world. You can’t. No brand can (well, unless you have all the time and money in the world and you happen to be the Energizer Bunny).
The following excerpt from Social Media Today’s blog post explains why social community management should be treated like the full-time job that it is.
People will have time-sensitive questions, troubling stories about their unhappy experiences, and inappropriate comments that you have to monitor carefully.
So be picky, and choose your social networks carefully. Because you’ll have to focus a lot of resources on each one if you want them to be successful.
“For better social media results, focus on doing MORE with LESS.” [Click to Tweet]
Stick to a large social network by finding where your core audience hangs out. There’s typically very little overlap, and users will gravitate towards one (over the others). So that makes your job easy.
It’s also helpful to bring in the context of the lifecycle adoption curve:
Image courtesy of Wesley Fryer.
- Twitter: Is your audience tech-savvy innovators, early adoptersor obsessed with pop culture? Then focus on Twitter.
- LinkedIn: If you’re selling to other professionals (B2B), then LinkedIn will give you the best bang for your buck. The LinkedIn audience is typically early adopters and the early majority.
- Facebook: For almost everyone else, you should focus on Facebook. The Facebook audience is typically made up of everyone between the early majority to the laggards, and it’s great for B2C.
You don’t only have to stick to these. But you do need to prioritize and pick one channel over the others.
It doesn’t matter if celebrities are on Twitter and the media always talks about it. If you’re audience isn’t there, then you can ignore it and invest your resources somewhere else.
By the same token, you shouldn’t devote all of your resources to one marketing activity, whether it’s social media, search marketing, PR or traditional advertising. It’s important to focus on the areas where you can make a difference, but remain aware of your opportunities.
Watch the video below to hear from Charlotte why you should balance your marketing efforts.
If you want more free marketing advice to help your business grow, take a peek at our blogs.
Have any additional thoughts or advice? Please share your social media expertise in the comments section below.
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