I’m Just Not That Into You – Choosing Social Platforms in 2017
By Tara Coomans
What social media platforms are right for your business?
Choosing social media platforms. I get asked which social platform is right every single day. The answer is: “it depends.” It’s common today to launch on a platform because it’s “hot” or to question your presence on a platform because someone says the platform its “dying” but this isn’t a particularly effective strategy.
Here’s why- there is a (large) audience on many social media sites. Your goal is to get the right message in front of the right audience then engage with that audience through content and conversation.
Set the goals and strategies that work for YOU, don’t worry about what your competitor is doing. Choose your strategy and work it, work it, work it.
For the average business, it isn’t necessary to be on every single social platform, invest in a couple and do them well.
Let’s understand something: failures in social media are almost never the “platform’s fault.” The platform doesn’t “suck,” because it doesn’t work for you. Choosing your social media platforms is a balance between content, audience, and goals. Regardless of social media platform, there are spectacular successes and flaming failures.
social media success happens for 3 reasons:
1) absolute audience clarity
2) commitment to goal and objective clarity
3) content creation that matches the audience’s motivations
That’s it. It’s that simple and it’s that complicated.
With that in mind, here are some considerations for choosing the right social platform for your business.
Objectives & Goals
You probably have numerous strategies for social media-now its up to you to decide which social media platforms are right for your business. It’s not enough to say “we’re on social media,” because everything you do hinges on knowing what you’re trying to accomplish. It could
It’s not enough to say “we’re on social media,” because everything you do hinges on knowing what you’re trying to accomplish. It could eyeballs (branding), engagement (building community and fans) or it could be website click-thrus (conversions), all those things are possible on social media, but they require a deep understanding of how and why your audience participates with the platform and what kind of content they engage with.
Be sure your platforms, goals and metrics are all aligned.
One platform might be a better branding platform, another might be a better engagement platform. Engagement might vary by audience on the same platform. I’ll give you an example, in broad strokes, millennials are ON Facebook, but not highly engaged, except millennials with kids, they’re pretty engaged with the right content. Yet, I just did a campaign where our content was so spot on, millennials (with and without kids) engaged on Facebook and the brand wasn’t even on Snapchat (we break rules over here sometimes). My point is – whatever broad strokes we point to, based on the rest of the considerations, there’s always an exception to be made.
Set clear goals and expectations and use content and the right platforms to meet those goals.
Yes, the number of active users matters, but let me put it in context for Go to the full article.