Which social media platform should you use?
Ask yourself these:
Where is your audience?
What are your goals?
What will you be posting?
Imagine its your birthday in a months time and you want to throw a party, who do you INVITE? Friends, like minded people, people who will make the party fun. All of these will make the occasion fun and memorable.
It’s the same in business, ask yourself where is my audience? Firstly you have to identify your audience that is going to be relative to your business.
Identifying the demographics of your customers will narrow it down, for instance, what age group do they fall into. Teenagers tend to use Facebook or Twitter whilst millennials tend to more serious and use Linkedin. Research also shows that Instagram users tend to be women from urban areas as well as a younger demographic.
The are many published articles on the demographics on social media users such as Pew Search and Business Insider. These are good places to start your research.
Where is your audience on Twitter
Twitter is the second most popular platform and you could research your potential audience on their Advanced search tool.This allows you to find your target audience based on their Tweeting trends. There are some interesting apps to further research your target audience such as, Followwonk which searches for common keywords, whereas Twiangulate searches for matches in bios and usernames.
Where is your audience on Linkedin
Linkedin has a ‘people search’ function where you can narrow your keyword search. It allows you to search industries and groups that match your business.
Having been accepted to join a relative group, you will be able to post discussions on members boards and search members lists for potential customers.
What are your goals
Where do you want your business to go? Every goal should have a clear reason and direction. Preparation and planning are essential in any journey. What do want to achieve on each social media platforms. Some platforms may not be suitable for your target audience so doing the necessary research will determine which one is the most effective.
S M A R T is a suitable acronym to set goals for your social media platforms:
Also make your goals measurable :
- Who is responsible
- What do you want to achieve
- What is your purpose
Measuring your goals is imperative to to see whether your business is progressing satisfactorily. Some examples of these goals are:
- Increase your Brand recognition
- Respond to customers within ——time
- Increase social media traffic within the next three months
Make your goals realistic and relevant and your social media goals should support your business. They should all fit together in order to ensure overall success for your business.
What to Post
One of the hardest things to decide at this stage is knowing what to post on your chosen platforms that will be most effective to drive traffic to your site and create more customers.
Making a monthly posting schedule is a great start. It gives you a vision and plan, which can be changed at any point.
- Let’s start with a strong image of your workspace which will allow people to get familiar with your business and will build trust. Instagram is a widely used platform, along with Facebook. You could encourage viewers to ‘Like” and comment on your social media page.
- Introduce your fellow workers with a fun image and a short synopsis so they can see there is a human face to your business.
- Include question posts and engage with your audience and ask them questions, “ what do you want to know about my business? “
- Videos are the latest trend to get your message across, especially 10 second videos. A short punchy introduction to your business. Research shows videos have a 135% greater organic reach compared to photos.
- Sharing tips is a valuable way of showing authority within your industry and it builds trust as well as sharing valuable information with your audience.
- Writing Blogs relating to latest developments and events within your company. This allows engagement with your target audience. Content doesn’t have to be long, but should be light, amusing and engaging. Stories give impact and again shows the human side.
- On Instagram, you could post ‘Employee of the Month’ with a fun image. This encourages your employees to improve their performance and engages with your customers.
There are so many things you can post on social media which can reach literally millions of people, so choose content which is true to your brand and engaging to your audience but most importantly make it Fun.