Whether you are trying to decide if you should start using a newly launched social media network or if you are considering using a network you aren’t currently using, the decision can be a hard one. It’s tempting to jump on the latest fad and use new social networks or just to try something new as a brand. But, deciding whether or not you should open an account should be a strategic decision.
When you find yourself facing this decision, ask yourself the following questions:
Is Our Market on This Network?
First, does your market use this social network? Or are they likely to adopt it as it becomes more widespread? If your market is not on the social media site, chances are opening an account won’t help you advance your brand and build your business. On the other hand, if the site attracts people who fall into your market and are potential customers, your business may want to build a presence there.
Will the Site Help us Reach Our Goals?
Everything your business does on social media should have a purpose. Does this new network fit your social media marketing campaign? Will it help you reach your business goals? If the answer is “yes,” you should join the network. Remember that you can be slightly flexible on this question. For example, maybe the new network will allow you to try a new approach to increasing your sales. It may not fit a strategy you are already using, but it may open up new doors and opportunities that will benefit your business.
Does it Lend Itself to Our Brand?
Some social networks are more conducive to your business than others. Some websites just lend themselves to some strategies and tactics better than others do. A great example of this idea is Instagram. Instagram is an extremely visual social network, so it is a good fit for brands that are also very visual. LinkedIn is a professional network that works great for businesses that are targeting a more professional audience. If this new network fits your brand, you may want to consider using it.
What is Our Competition Doing?
While you shouldn’t base all of your marketing decisions on what your competition is doing, it is important that you don’t get left behind in your industry. If others in your industry and most major businesses are using the network, you may want to consider using it too. Most businesses that don’t use Facebook today are considered dated and out of touch. This is because Facebook is a huge network with such a big audience and people almost expect businesses to be on it. Don’t join a social network just because everyone else is doing it, but don’t get left behind either.
Deciding whether or not you should start using a social media network is a matter of asking yourself what the site can do for you. If the network attracts your market, can help you reach your goals, and lends itself to your brand, including it in your social media marketing strategy may be beneficial to your business.