Most businesses have profiles on Facebook, Twitter, Instagram, and YouTube. Other popular platforms include LinkedIn, Pinterest, and Google Plus. What social media sites should your company be active on? We routinely provide one simple piece of advice – it depends!
There are several factors that can influence your decision of which platform you should use. One of the first qualifiers is whether your primary sales are to consumers (B2C) or other businesses (B2B). If you exclusively sell to businesses, then dig deeper as to whether or not you receive the expected results on consumer-driven platforms such as Facebook. We all know the popularity of Facebook, but it is important to engage with consumers in a mutually beneficial spot. Personally, I disregard Facebook page requests when it features business-related information. I would much rather have that person connect with me via LinkedIn, which is geared to a B2B audiences.
It’s time-consuming to keep up with numerous platforms so identify where you have the most interactions with consumers and eliminate those that are irrelevant to your targeted audience. Another important fact is not to think of social media platforms as another way to sell or market to your audience. If that’s the case, you may find people “unfriend” or “unlike” your page. Some promotional material doesn’t hurt, but you don’t want it to be your focus. Get to know your audience. Find out their interests, struggles, frustrations, and highlights. It may lead you to an idea for a new product. Make sure the content you post on the site is engaging, whereby it encourages people to post. However, be cautious not to make derogatory remarks that may be offensive to some viewers.
Conduct a quick social inventory and determine what is working and what is not. It’s okay to scale back from having a presence on several social media sites and being actively engaged on others.