With so many social networks available, it can be very difficult for a business owner to decide where they should focus their resources. Deciding to develop a presence on a social media site is a great first step, but the next challenge is to decide exactly where and how you will do it. One danger that business owners should try to avoid is spreading themselves too thin too fast. Social media strategy is something that can require a substantial time investment. By creating pages on several social media channels all at the same time, you could fail to accomplish the objectives you set out to do. Below is an explanation of a few things to consider to avoid stretching too thin with your social media strategy.
Consider the audience.
Each social network contains its own audience and a user base with unique demographics. Even the most mainstream networks like Facebook and Twitter are used by different groups of users for different purposes. When developing a social media presence for your business, you must consider which network would be most important to your target audience. If most of your customers and prospects are using Facebook, for example, it would not make sense to focus as much time on a different network like Google+.
Casting a wide net is harder than it sounds.
It might seem tempting to bypass the need to research where your audience is by creating a social presence on every social network. This is not a good idea for several reasons, but the largest reason is the time investment needed to accomplish this properly. Unless your business has a dedicated staff to handle all of the social media channels, it is likely that the pages will be created and then seldom used. A brand with a stale social media presence is almost as bad as no presence at all. The best way to get started in social media is still to research the audience for each, and determine which would be best for your business. Only after successfully integrating a social media strategy with one network should you start building your presence in others.
Consider the advantages and uses of each network.
Each social network has its own strengths and weaknesses. When developing your social media presence and slowly spreading out into other networks, make sure you understand the advantages of each. This can help you be successful while not investing time in unnecessary tactics. For example, Twitter is better for shorter updates, such as during a specific event, while Google+ could be used for more robust content such as videos or photos.
Your social media presence is what you make it.
As with any aspect of business, your success with social media is largely dependent on what you are able to invest in it. If time and resources are an issue at first, it might be best to focus only on the most important network, and branch out in the future when there is more time. If you think you can support multiple networks, make sure you develop a strategy first, and stick to it with the creation of each of your business’ social pages.
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