Social media platforms are just evolving and multiplying non-stop
Which is both good and bad news for us marketers, but how are you supposed to be able to maintain all the channels at once, be everywhere, update and monitor everything?
Well, the short answer is – you don’t.
The reason is actually really simple: if you’ve created your customer profile, and know where your customers actually are, that’s where you need to be.
It makes absolutely no sense to communicate to a highly professional audience about business concepts on Snapchat.
Nor will a quickly moving, always-online Twitter account be useful to a business that produces a construction material.
Not only will a poorly performing social media page hurt your brand, but you’re wasting time and money on a channel where your audience is not looking for you. Money and time that should be invested in perfecting your performance on the correct channels.
What defines a “correct” channel?
It’s not easy finding the correct channels for your business, it requires a lot of research and interaction, studying a potential customer profile and looking for those on the different social media platforms, searching for comments, posts and other content types talking about your product or your business competitors.
When you find posts and comments about yourself and your competitors, you know are basically on the right path. From here on you just have to continuously experiment, A/B test or simply ask your audience what they would like to know more about, let them ask you questions and build your content strategy according to their interests.
So now I just post my news on all channels, right?
Each and every social media channel has a language, has different netiquette and even has different visual media formats.
Not only will you will need to adjust your content to each channel, but you will also need to carefully choose what channel, on which your followers are on, is the correct place for this particular piece of content.
While a 6-second vine is perfect on Twitter, Vine and Facebook, LinkedIn is a little more “article” oriented, where people like to debate, while Periscope, Blab.im and YouTube are channels where you want to get into a longer video.
If you’re finding it difficult to decide where and how to put a piece of content, just look around a bit and see what others are posting, to make sure you speak the lingo.
- Make sure your audience is on the channel you’re communicating on.
- Use the correct format and language for your posts.
- Learn from others to see how to interact on a channel you don’t feel completely on-hold of.