Staying on top of all the trends in social media is a pressure, isn’t it? And that’s just for your personal accounts. What about for your business? New platforms and social avenues seem to pop up every few months. Which ones does your competition use? Did they already sign up for the shiny new ‘Next BIG Thing’???
The fear of being left behind is very real and quite valid. Should you be on every social platform your competitors are on? Should you be trying to catch a wave on every trend?
Managing your social media accounts can be incredibly time-consuming, especially if you sign up for every platform out there. Think about it. If you put the time into creating and launching content and engaging with others on every social channel out there, you wouldn’t have time to run the very business you’re trying to promote. That’s why you have to give it some thought.
Social media channels are like shoes. Like shoes, you need to try them on to see which ones are a good fit. Some are better fits than others and you need them if you are going to make headway. Instead of trying to wear all the shoes, invest in the right ones.
The social media account that bears your business’s name but just sits there twiddling its thumbs should be abandoned. You know, the social accounts that, at one time, had your full attention, until … they didn’t? It’s better to have strong channels representing your company (and YOU) rather than idle channels drifting at sea like a derelict vessel. If it’s got your name on it but it isn’t doing much – it’s not a good advertisement for your business.
Don’t look at abandoning a social media channel as a failure. People have followed your company on multiple platforms and they will continue to follow you elsewhere – where you have frequent and engaging content. Your time and energies are best spent focusing on the channels you are most comfortable with and that show signs of forward motion (Increase in Followers + Increase in Engagement = Increase in SEO). Time is, and always will be, money. Return on investment is crucial, but the ROI of social media for business can be harder to calculate than other aspects of your business. Really put thought into which social platforms will likely give you the highest ROI.
LinkedIn is a must for business owners as well as key employees because it allows you to connect with other businesses and network with key people in your industry. Some love LinkedIn while others feel it to be a necessary evil, but it’s just that – necessary.
Facebook is the 800 pound gorilla in the room. So many potential clients use it, so there needs to be a presence, however light, especially since customers and clients are able to leave reviews on this platform.
Twitter & Instagram
Whether you choose to invest time into Twitter or Instagram may come down to how much you like to chat and engage versus how much you take photos of your work and surroundings. What may on the surface seem like a great deal of effort becomes less so when the brand awareness and SEO impact becomes evident. Hashtags should be used with both platforms. Tweets are indexable by Google and using your SEO keywords as searchable hashtags on Instagram posts will go a long way towards helping your online visibility.
Snapchat & YouTube
Whether you choose to invest time into Snapchat or YouTube may depend upon your target demographics and what exactly you are promoting. Snapchat works well for events, retail, and entertainment. It is presently a younger demographic than other platforms. But remember, Facebook started out with a younger base before the Baby Boomers took it over.
YouTube is a great platform for building authority because you can post instructional and informational videos, and if they’re good, you’ll get shares and subscribers. As Facebook, Instagram, and Twitter all allow videos, it is kind of a no-brainer to have a connected YouTube channel/account for your business. Videos can be uploaded to YouTube before sharing elsewhere or added later. You don’t necessarily need fancy video equipment to have a successful YouTube channel either. Most camera phones provide quality video footage, and 30 to 45 seconds of footage is all you really need.
This is sounding easier, isn’t it? Remember, the authenticity of your business and your message will have a better chance of ringing true and hitting the proper marks with fewer, properly focused and tended channels. So go get social and don’t be afraid to kill the platforms you don’t use – save your energy for those you can invest in!