“Which social media is better to use to promote my business? this is a question that we constantly hear from every brand or company asking themselves.
The reality is that there is no simple and unique answer to the question. As with everything related to marketing, different techniques work for different companies, and there is no one master key for everyone.
The key to social media marketing is to identify the channels that are right for you and your business, and then create a realistic social media marketing strategy focused on them.
At one time, all a company needed was a Facebook page and maybe a Twitter account. But now there are Instagram, YouTube, Snapchat, LinkedIn, Pinterest, TikTok – to name just the most well-known social media. And it seems that every few months, new social media will attract our attention, while others will fall into decline.
If you try to try and “learn” them all, you are sure to waste a lot of time. And there is no reason to be active on a channel that does not bring the results you need or that does not attract the audience you want.
Below we have prepared 8 questions that will guide you to identify which social media you should focus your time and attention on.
What is your job? and what makes you special
It seems pretty obvious, but that’s where you need to start. Determine what your company is and what sets you apart. What is unique or special about you? and then determine the type of personality you want to bring out. Do you want your company to look “serious and strict”? or do you prefer a more pleasant and funny image;
Who is the audience you are targeting?
This is something that really matters the most. Start by profiling the audience you want to reach (marketing personas).
Instead of focusing only on age and gender, highlight the details of these people such as their standard of living, income, hobbies, likes and dislikes, musical preferences, travel habits they have, etc. Many of these details may seem irrelevant. But it actually gives you a lot of information about your target audience and where you can reach them on the Internet. This will help you determine which social media is the most appropriate for your business and the type of content you should publish.
What is your goal for social media?
In other words, What do you want to achieve with them? social media can be used for many things, such as increasing sales, creating a community around the brand, customer service, complaint management, ratings and comments, business awareness, etc…
Identify what you want to gain from social media and this will make it easier for you to know where to start.
How much time do you have to spend on social media every day?
If time is a scarce resource, active participation in 4 or 5 social media is impossible. Social media takes up a lot of time because they are two-way communication platforms. To do this correctly, you need to have constant communication with your audience in the form of likes, comments, shares, messages, publications, etc. And it is your job to monitor all this in real time.
Therefore, consider how much time you spend on social networks, and this will determine how much you can have an active presence. If you have noticed that you don’t have enough time for social media, check if you have enough budget to outsource it or hire a professional social media manager.
What budget do you have for social media?
Building Facebook pages doesn’t happen overnight, especially on platforms like Facebook, where the spread of your message is limited by the algorithm. So it would be good to consider investing in paid ads on social networks to boost your followers or advertise your products on the market.
Creating and cultivating ad-free relationships with the users you want is possible, but it takes much longer. So think about what you will achieve if you advertise and if your budget is enough. In that case, maybe you could do a little experiment with paid advertising to help you find out how effective it is.
What your competitors are doing
We often say in marketing that it is not good to copy your competitors. This is certainly true when it comes to advertising ideas. But not on social networks.
You should do a study and determine what your competitors are doing. So you will understand what works in your field and how you can do something special. Take an in-depth look at their social media accounts and how they interact with their followers. Do they get better results on a particular channel? How often do they publish? and it seems to be with a satisfactory frequency.
Which brands inspire you on social networks?
Learn from what the big brands are doing. They may not be related to your field, but they stand out for the great interaction they have on social networks with their followers. Think of brands like Airbnb, Red Bull who are always creating innovative and successful marketing campaigns on social networks. Use them as inspiration to think in an unconventional way and give your audience something unexpected.
What kind of content would you like to share?
There is so much variety in the type of content. From text to images, videos, GIFs, e-books and infographics, there are many options. Are you looking to share company news or your developments? or do you want to share photos of your products? what quality photos are these? do you have a lot of video content or are they mostly text? the type of content you share is very important in determining which channels to choose.
By answering these 8 questions in detail, you will have a good idea of where to focus your efforts on social media. If your time is limited or if you want to invest in a professional presence, look for your community manager on our platform.