With so many social media sites out there, it’s tempting to try to use them all. You hear from some experts that you need to use every social media site, but is that really true? It would be impossible for your business to use every site, so how do you decide which ones to use and how to prioritise your social media efforts?
“All or Nothing” — What it Means
The all or nothing approach to social media is basically the idea that if you are going to use a social media site, use it well. Don’t open accounts and then leave them empty for months or only post to them once every few weeks.
The problem with inactive accounts is that they don’t reflect well on your brand. They tell your market that you can’t manage your account, don’t have the resources you need or just don’t know how to use social media.
Instead of giving this false impression, choose a few accounts and then really make them shine. Keep them active, updated and use them frequently as a place where you can communicate with your market and where your customers can interact with you.
Don’t Give Up on Potentially Beneficial Accounts
This doesn’t mean that if you can’t use social media perfectly, don’t use it at all. It just means that when you open accounts on several sites, you are spreading yourself thin and need to make sure you have what it takes to keep them all running well.
This also doesn’t mean you should close accounts just because they aren’t being used to their fullest potential. If you are overwhelmed with social media marketing and some of your accounts could use some work, determine which ones to keep and then work to make them beneficial instead of walking away from a marketing opportunity.
Strategic Choices and Time Management
So you know you can’t possibly use dozens of social media accounts well, but how do you decide which ones to spend your time and resources on?
First, think strategically. Determine what social media accounts your markets use by doing research into different sites’ demographics and your own market. You can do polls and surveys to find out what sites your market uses and what sites people would be interested in using to connect with your business.
You also need to take into account what each social media site does well. For example, Instagram is a very visual site, so if you feel you can effectively promote your business with images, it would be a good choice. On the other hand, Twitter lets you send short, quick updates and requires more constant updates, so if you have lots of content to share and want to cover live events, Twitter might be a good option for you.
Then, think about your resources. How big is your social media team? How much time do you have to spend managing accounts, sharing content and interacting with your followers? These questions can help you decide how many accounts you can realistically use well.
Social media marketing is a vital part of digital marketing. It gives you a platform for building a community, sharing content and interacting with your market. To get the most out of this tactic, you need to choose the sites you use carefully and dedicate your time and resources strategically.