It seems that there are new social media platforms appearing every day. Knowing which one — and it can be just one channel — to use can be overwhelming.
Just look at the big seven: Facebook, Google+, Instagram, LinkedIn, Pinterest, Twitter, and YouTube. Managing just 2 of these could be a full time job in and of itself. So, if you are an artist trying to get your name and work seen, you may not have the time to create art and manage your social media. Even at a medium-sized company, having staff to manage all these channels can often seem like a non-starter.
So, what’s the best way to proceed?
- Reserve your username — Even if you aren’t sure that you are going to use a certain platform, it’s better to have your brand name secured.*
- Measure your social impact — Programs like Klout will give you a Social Score and will show you what sort of social impact you are having and from which channels you are getting the most traffic
- Review Google Analytics — Social Score and Google Analytics are not the same. I impress this upon many clients and for good reason: you can have a fantastic Social Score, but not have web conversions from certain channels.
- Talk to and think like your customers and consumers — What are they using and why?
You can certainly have 15 social media accounts, but that doesn’t mean that you have to use them all. In fact, I would tell you not to. It’s better to have a refined and defined Social Marketing presence on one platform, rather than a weak presence on five.
For example, I use LinkedIn and Facebook because that’s where most of my consumers prefer to get their information. Given that one of my main goals at Veraqua is to help people grow their businesses and brands, it’s the case studies and best practices articles that are most read and why I use a professionally targeted platform like LinkedIn. For announcing new brands, Facebook makes the most sense. I maintain a small, but growing Pinterest profile because much of Veraqua’s work is visual, but it is not my main channel at this time and I recognize that that may change as Pinterest’s offerings and/or my customers’ behaviors may adjust.
For your brand, it’s up to you to determine and decide what’s best. Need some help figuring out the best channels for you now and in the future, don’t be afraid to ask. I am always here to help.