“Which social media platforms do I need to be on?” is a question that I get asked a lot. And the simple answer is— there is no simple answer! There is no “one size fits all” when it comes to social media.
Social media networks are now an inevitable part of our private lives, but they are also hugely important for businesses of all scales. Not being on social media today is like being cut off from the rest of the civilisation. The entire world has shifted onto social networks. This means a treasure trove of potential customers for your business. But do you really need to be on every social media platform? Do you need Facebook as much as you need Twitter, Instagram, Linkedin, YouTube and Pinterest? Or do you need just some of these networks?
The answer may not a simple one, but it is clear that you shouldn’t try to be dominant on all social networks.
In order to find out which platform you should focus on the most, you need to do a little research on your customer audience behaviour and their habits. There are certain tendencies depending on what your goal is, but research is necessary.
For example, if you’re selling beauty skincare products chances are your target audience will be on Facebook and Instagram. Not that you can’t find them on Twitter as well, but Facebook and Instagram (and potentially Pinterest) may be more effective because they allow for more engagement and are image-centered.
The simple answer I give most of my clients is to pick one or two social media networks and do them really well. Too often I see people trying to spread themselves across all networks, and not doing a good job in any one network. So here’s why I think you should focus on one or two social media networks and work your way from there:
You can fully dedicate yourself to your fans
Posting one and the same content on various social media networks can have a negative effect on certain audiences. On the other hand, adapting your content for all social networks is tiring and time-consuming to say the least, and it doesn’t guarantee any results. Your audience may get tired of seeing your posts across all social media platforms, and you won’t be able to focus on them. By using one or two social networks (for example, Facebook and Instagram) you will be able to dedicate yourself to the fans that really matter rather than chasing cold leads.
Spreading yourself too thin can be counterproductive
Once you find your target audience, you should stick to that social media network. You should master one to two social media networks and constantly look for ways to improve your performance and engagement. You should try to be build a healthy customer base that is willing to support your brand on social media.
So pick a channel that works best for you and your audience, and build your online presence from there.
If you have any questions, feel free to drop me a line.