Which is the best social media site for your business?
Monday, June 01, 2015
New social media sites pop up constantly. Have you heard of the two newest players in the social game, Meerkat and Periscope?
Whenever a new form of social emerges, of course you check it out. After all, you — and your business — should always be on the forefront of trends. Plus you want to know, "Is this a good fit for my business?"
But, after browsing all the social media sites out there, which ones should you really stick with?
Let's face it. Social media, when done well, takes a lot of time. And most of us are doing this with a small team. To get the biggest ROI on your social marketing, you need to be honing in on the platforms that move the needle for you.
So learn once and for all what the best social media site is for your business.
1. Explore the social network that aligns with your target audience
I always recommend registering your business name on a social site as soon as possible. This way, you brand can make sure no one else takes your name. Even if you never use it, you want to have that security.
From there, you should wisely choose what social platforms to use. Don't put all your time into Facebook simply because it's the platform you know best. Instead, use the numbers.
Every social platform out there knows their audience in and out. Check out the demographics of top social platforms by Pew Research conducted in January 2015. This research breaks down gender, income and more.
Then, review the demographics and psychographics of your target demographic. For now, choose the top three sites that align most closely with your target audience to jumpstart your social media marketing.
2. Analyze which sites drive the most traffic and conversions
Once you've wisely decided what sites seem like a good fit, start testing.
Again, you need to prove that these social sites are worth the time investment. Even though most social is free to use, you can sink hours upon hours into the efforts, and that costs money.
If you're a small business, try one social platform a week. Put between 1-3 hours into the efforts, which should cover everything from posting to engaging. Learn the most effective practices for each platform here.
Then, analyze your results through Google Analytics. Decide whether your goal is to drive traffic or conversions, and set clear, measurable goals. This is without a doubt the most important factor when deciding which social media platform is best for your business.
The intrinsic value of social is building a community around your brand's products and passions. But, practically, that community needs to be traveling to and buying from your store for it to be worth the effort.
3. Determine if you have the content to post consistently
Now that you know you which social platform best achieves your goals, double-check that you have enough content to be posting regularly.
Consider how much time you spent researching, curating and creating the content. And ensure you'd be able to invest that time to post consistently each week.
Set goals for how many days a week you want to post, create a content calendar and stick to it. Your audience wants to know they can count on you.
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