As businesses, we all know that it is a must to have an online presence on Facebook, Twitter, LinkedIn, YouTube etc. We’ve all understood that advertising on traditional media(newspapers, billboards, TVC etc.) is not enough today. But in this mad rush towards social media communication, are you not dispersing your energies? To avoid this, there are a few things to consider before defining your digital strategy.
You do not need to be everywhere!
You would agree with me that most businesses(except the big groups) have budget’s constraints. Therefore, be smart by choosing the most appropriate social platform(s) for your business in order to optimize your budget. Have you wondered why, for instance, Morgan Stanley doesn’t have a Pinterest account? The answer is simple, Pinterest isn’t the best platform to promote their brand. Now, how will you do this? Simply ask yourself who is your core target market and on which social platform will you most likely reach them?
Are you promoting your next bus party as an event organiser? You should go for Instagram and facebook where you will most likely reach your targeted age group – the millenials in this case. On the other hand, you should probably avoid linkedIn which is a network of professionals used mainly by adults and of course for “professional” purposes. Know on which social media you will find your targeted age group! Here is an article on social media users’ profile which might help you: https://www.ludosln.net/etude-demographie-reseaux-sociaux-et-usages/
To which gender are you speaking to?
Could you imagine a makeup brand like Maybelline New York being absent on Pinterest whereby 45% of users are women against 17% men? Besides, If you want to connect with a high-income earning demographic on social media, Pinterest is where you need to be. Also, pins have tremendous potential for going viral. According to this infographic http://go.ahalogy.com/study, the average number of repins for each pin is 4.2; this means that every time someone pins one of your products, it could reach an additional 4 users.
Adapt your message for your audience
Last but not least, whether you are on all social platforms or not, adapt your message for your audience if you want to engage with them. Keep this in mind while writing your content :
- Facebook users value entertainment. You would have guessed that there is no point in writing endless posts.
- Pinterest is a network of creatives – a combination of stunning images with instructions. The more content you can fit into that visual, the better.
- LinkedIn: Focused on business and job listings, this network is best for the B2B market, or those in the B2C market targeting an audience of professionals.
- Instagram: Like Pinterest, Instagram is a visual network, but you can add video, too. Use the platform to share experiences.