There are so many social media platforms to choose from! No wonder most brands feel the need to be in all of them – it’s important to have a presence, right? The more social media platforms our brand is registered in, the better!
Well – it doesn’t work quite like that.
Before going on an account-opening frenzy on every single social platform out there, there are a few questions any company, brand or independent professional must answer and assess, so that their social efforts have maximum results. This is what I call the ‘Productive Approach’ to social media:
- What type of content is more suitable for your brand? If you are a graphic designer or an artist, maybe it’s a good idea to focus on image-based platforms such as Pinterest. If you are a writer, maybe accounts on Facebook and Goodreads will do the trick.
- Is there a very specific social platform that can get you exposure, customer interaction and sales? For example: if you are a photographer, you might want to consider Flickr. Likewise, if you represent a chain of hotels or if you own a B&B, TripAdvisor is where you may want to invest most of your attention.
- How many hours per week are you willing to invest on managing each social network? Whether you hire a Community Manager or do it yourself, creating a dozen or more social media profiles and then managing each can take your entire work day – besides, time is money. Define a number of hours per week, then split that time among the 2 or 3 social networks that are better suited for you.
These are only three questions/suggestions, but as you go along you will find that your own social media strategy gets more and more refined. Each brand is unique – there is no ‘one size fits all’ when it comes to social media strategies.