It can be dizzying. What’s more, it can be a little distracting. It's difficult to focus on the biggest bets, when we're spreading ourselves too thin.
My advice is always to be focused. I recommend to start with one or two channels where you have greatest likelihood of being successful. When you have that nailed, you can add more channels, as you better understand your audience and what they’re responding to.
Which begs the question “WHICH social network(s) should I use?”
This dashboard is one I’ve shared with my clients and students alike, to help that decision making. The aim is to help align your business goals with your customer insights, using the combination to clarify expectations from your social media marketing.
For example, Pinterest is a highly engaged community, not yet high reach but growing fast. Pinterest has a much higher proportion of women using the site, thereby lending itself well to very visual content – showcasing beautiful products, such as clothing, jewellery, craft, event planning, wedding planning, home decor etc. This community is spending a lot of time on Pinterest. It’s especially strong for sectors with very beautiful products.
LinkedIn, by contrast, has a higher population of men, and is much more of a business/professional network. The engagement & discovery patterns are quite different, but LinkedIn is extremely valuable for B2B marketers or businesses, for lead generation.
Facebook & Twitter, because of their reach and targeting capabilities, can help you reach a large audience, or a more specific audience. The targeting functions will help you get your business message to the right people. But more about that in another post... stay tuned!
Now it’s your turn. Do you agree with this summary, or have more to add? Share your thoughts…