“Do I need a SnapChat?”
Earlier this week, I met with a client to discuss their online branding strategy, from their website to their social media profiles. They were disappointed with the interaction they received online, and they needed help identifying which sites were resources, and which ones drained resources.
My recommendation, much to their surprise, was to delete some social media profiles, and not to sign up for any new ones. But, why?
Many well-meaning business owners are eager to jump into social media to promote themselves to customers. And it often works: it’s tried-and-true way to interact with customers and find new ones. And it’s fun.
Yes, it can be fun, but you must have a strategy. Before you jump in head first, stop and ask yourself some serious questions.
Who is your market?
This is probably the most important question to ask before choosing a social media platform. This will determine on which platform(s) you should focus your energy. Different platforms have different audiences and those audiences use the platforms in different ways. Have you ever posted a Twitter-like update to Facebook? It doesn’t go over so well. Further, if you think your market is high school students, you still must ask yourself: who is making the buying decision? Is it the kids, or their parents?
How often do you pla
Related to your market and the social media site is post frequency. Users expect a certain kind and amount of activity on each platform. Weekly posts are appropriate for some sites, but on others, weekly posts make your business’s page appear neglected. On the flip side, multiple posts in a single day will irritate users on certain platforms.
What are your goals?
Do you have a plan? What are you going to post? What topics do you think are relevant to your products? Determining what you want people to do when they see your posts will decide what kind of posts you should make, yet you should always post things that are shareable. Don’t just push your product: If you only talk about yourself, no one will want to play with you.
Are you going to be social?
Social media are social! Don’t forget this. If you think you can ignore or delete negative feedback, think again. Customers are more frequently than before turning to social media to get a response from brands. Users want authentic interactions. They want personal responses. Be responsive; show concern.
Do you have time for it?
Do. Not. Neglect. Your. Page. Social media requires upkeep, just like anything else in business. The only thing worse than having too many or the wrong or no social media profile, is having a neglected profile. If you sign up for a platform but post irregularly or you ignore comments, or you just flat out ignore your page, then you are probably better off not having one. Users see a neglected profile as a reflection of your business: disorganized, unmotivated–or worse, apathetic.
Can you adapt?
Social media evolve rapidly. What’s popular now might not be so adored by users in three years. Remember Vine? Certain sites might lose relevance since the user finds interest in something more private, intuitive, or innovative. If the network has staying power, the demographics and users’ activity are likely to change as the users age.
If you haven’t considered these questions, you’ll find yourself at a crossroads with your own online presence. Provide customers with a positive and consistent branding experience: from your logo down to your customer interactions.
Thinking about branding yourself on social media? Contact me for help. I provide consistent graphics for your pages–professionally designed and all sized appropriately–and social media marketing advice for each. I help you explore your “voice,” plus help you find solutions and strategies for the above questions.