Social media marketing used to be a lot simpler than it is today. Business owners and marketing professionals learned to connect on Facebook, Twitter, LinkedIn, and maybe a select few other networks that worked for their brand, such as Instagram or Pinterest. But these days, new social media networks pop up nearly every month, and it’s often anyone’s guess as to who will have the most audience power next. For example, once a simple entertainment platform, YouTube is quickly rising to the top as a key place to meet your audience.
But when it comes to shifts in the social media topography, should you jump on the latest and greatest thing? Being an early adopter can have its benefits, but it can also be a waste of time when you aren’t sure that something will succeed. The fairly recent rise, and then quick fall back into obscurity, of Ello, is a great example of something that would have been work for nothing. So how do you know if you should try out a new social media platform for your business?
Always Consider Where Your Audience Is Headed
The most important part of navigating social media is going to where your audience is going. If huge droves of your audience is picking up a new social media platform, then it may be worth a look. But the key is to ensure that you really are meeting your target audience, not your fringe audience. Unless the platform directly addresses your target audience, or your audience is targeted towards early adopters in general, you probably won’t find your true audience on new platforms right away.
Does It Stay True to Your Message?
Remember that you should never just be on social media for the sake of being there. There should always be a strategic reason for using a platform. Twitter is for sharing links and quick ideas, while Instagram is for sharing images and “slices of life” style stories involving your product. Your blog is where you establish yourself as an expert in your industry. These platforms have a purpose. Be sure that the new platform has a purpose as well, and that the purpose stays true to your message. If your business is all about clearing away digital clutter and getting back into nature, for example, having dozens of social media accounts may be seen as disingenuous.
Consider Your Time Investment
If there’s one thing that we know does not work on social media, it’s using your platforms to simply repost the same material. Yes, you can and should be tweeting links to your blog posts – but you should also be using Twitter to share ideas and have conversations. Every social media account you have should be active with real, unique content. And that means more time for you. If adding a new platform will result in more time invested, think hard before joining. Do you have the resources needed to not only produce content for a new platform, but also to build your audience on this new platform as well? One big thing to consider is how this new platform might take away time and effort from your existing platforms, which you’ve worked hard to develop.
Careful Consideration is Key
At the end of the day, you shouldn’t necessarily avoid new platforms – but carefully considering whether they really serve your brand’s interest is key. If you aren’t sure that your digital presence is effective now, get in touch with us for a digital presence audit. We can help you find out where your brand is strongest so you know what platforms you should be focusing on – or if taking that leap on a new platform is worth your time.