Recently I’ve been looking at how you can determine the best social network to use in your digital marketing. Last week I talked specifically about the amount of time you had to be social, and why this was an important thing to bear in mind.
When I start working with a new client on their social media one of the things I ask during my fact find is “what platforms do your customers use”. Usually I’m given one of two answers:
1. I don’t know
2. All of them
Depending on the mood I’m in I might start asking how many of their customers use QQ, We Chat, Baidu Tieba, Viber, Kiwibox or Skyrock. If I’ve had coffee and am therefore slightly less sarcastic, I may just explain that “all of them” does not simply mean Facebook or Twitter.
In fact, there are so many social networking sites it’s impossible to really keep a handle on a comprehensive list of what’s available. “All of them” is never a realistic answer.
With that in mind then, I ask again, where are your customers when they’re online? Chances are you won’t know the actual answer (unless you are stalking them) but you can take an educated guess.
Facebook remains the most popular platform, closely followed by YouTube, Twitter, Google+, Instagram, LinkedIn and Pinterest.
Some people may have accounts on a variety of different networks, but most will favour just one or two. Personally I live on Facebook (to keep in touch with friends and share sarcastic posts) and Pinterest (great for Home Ed ideas and knitting projects). Professionally I prefer Twitter and LinkedIn because it allows me to share information quickly, and interact with others who have similar interests.
When it comes to deciding where you should focus your attention you need to think about what you have to offer, and what interactions you are looking for. If you’re a handyman is it worth posting videos showcasing your skills or offering top tips for simple DIY? If so, YouTube could be a great channel for you, followed by Facebook so you can share your videos.
I used to do a lot of work with a wool shop in Devon who started posting simple video tutorials on YouTube for basic knitting patterns. Knitting newbies would see the video, get inspiration and then be directed to their online shop to purchase the materials they needed. Sales went through the roof.
If you sell products that are visually pleasing then Pinterest may seem like the most logical choice; however, the audience for this site still has a huge US bias, which is great, as long as you can ship there. It might well be that Instagram is a better option instead.
Do you want people to like and share your content, or do you want them to interact? Do you want to start conversations and debates, sharing information and knowledge, or do you want people to passively digest your message? Again, a lot of this will come back to how much time you have.
These are all things to think about before just jumping in to a particular platform because everyone else is there.