There are literally dozens of social media sites out there, so your business has a lot of options when it comes to deciding how to reach your market online. The popularity of social networks comes and goes, and different markets gravitate toward different sites, so it is important that you stay on top of current trends and choose the right networks for your marketing strategy.
You need to choose the sites you use strategically so you’ll see the desired results. Here are three warning signs you might be using the wrong network.
The Needle isn’t Moving
First, check to see how well you are reaching your goals. Whether you want to drive more traffic to your site, encourage people to share your content, make more sales or accomplish any other benchmark, the fact that you aren’t moving closer to success could be a bad sign.
Carefully track what you are doing and the results you see. The numbers you pay attention to will depend on what you are trying to accomplish, but if the numbers aren’t changing, you may need to try a new network.
Your Market is Somewhere Else
Some social media networks attract very specific demographics and are used in different ways. For example, 80 percent of Pinterest users and 70 percent of Snapchat users are female. Nearly half, 40 percent, of YouTube traffic comes from mobile devices and LinkedIn boasts more than 39 million users who are students and recent graduates.
Do some research to make sure the people you are trying to reach are using the networks you are using. This can be as simple as comparing your target demographics to social networks’ demographics or as in depth as doing your own market research with surveys and focus groups.
The Features are Limiting
Various social networks bring different features to the table. Vine and YouTube specialise in video. Facebook and Twitter are great for short updates and sharing content while Instagram and Pinterest are highly visual.
Think about what you need in a social network in order to get your message out there and show your brand in its best light. If the networks you are using don’t offer the tools you need, it might be time to try something new.
It’s also wise to make sure you are using the features you do have to their fullest potential. Get the most out of your accounts by using features like groups, live streaming, advertising, branded elements and linking opportunities to enhance your marketing efforts.
All three of these signs could mean you need to shift your social media marketing efforts to start using a new site altogether or just add a new network to your strategy. Before you abandon any social network, make sure you have tried a few different approaches. Issues like a lack of engagement or inability to reach your target market could be remedied just by changing the way you use the network.
But, when you use the wrong networks, you are limiting your potential and inhibiting your ability to reach your market and brand your business online.