Which social media networks should you be on?
Should you be tweeting? Pinning? What about Facebook, Instagram – or even Vine and Snapchat? The social media landscape is getting increasingly complicated.
But actually, it needn’t be. In fact, you can keep it surprisingly simple. Just go where your customers are – and where they’re open to a conversation with you. Here’s how…
Step 1: Figure out which social media networks your customers are using.
Of course, I’m assuming you’ve got a clear idea of who your customers are in the first place. And I do mean crystal clear. See my post on imaginary friends (aka buyer personas!) to find out how, if you’re not sure you’ve got this nailed.
Once you’re clear on exactly who they are, basically you need to stalk them online. You probably already know a number of people who fit the description of your target demographic. What social media networks do they use?
If you’d like to know the general demographics of each social media network, there’s a fabulous post about this here on Sprout Social. For example, Instagram has overtaken Facebook and Twitter as the network with the largest population of younger users. Meanwhile LinkedIn appeals to an older audience and has a pretty even split between male and female users.
Step 2: What are your customers using their social media networks for?
This is really important. For example, one of my buyer personas is an account director in a creative agency. She’s on Facebook and maybe Instagram. She uses Facebook exclusively for keeping up with friends and family. Instagram is about expressing her own creative side. So unless my product or service taps into either of these purposes, then this probably isn’t the right place to be interrupting her. Because unless it’s relevant and welcome – then it really is just an unwelcome interruption. In which case, find another way to reach her.
Step 3: Once you’ve worked out where you should be, make it targeted and specific.
So you’ve worked out that your target audience is using Pinterest. If so, make sure your pins are directly appealing to that audience and that they truly add value. Don’t try to be all things to all people. I recently saw the head honcho of Business Chicks, Emma Isaacs, speaking about social networks and she said ‘You don’t have to be on all the social networks, just the ones that matter to you and your audience. Pick one and do it well.’
So there you have it. Don’t get too bogged down on whether you should be on Periscope, Meerkat or SnapChat. Just figure out where your customers are and target them with quality content. Easy-peasy.