Deciding Which Social Media Platforms Are Right For Your Business

There are hundreds of social media platforms that exist in the world today, and it’s not possible for your business to be active on all of them.  You must decide which channels will lead to the most success for your business.  This article will help you determine which social media platforms are the most beneficial for you to pursue.

Define Your Audience

Understanding your audience is the most important factor in selecting which social media platforms you should invest your time into.  Create a list of attributes that describe your audience in order to make the most informed decision.  Understanding the demographics and interests of your audience will allow you to identify which social media platforms they are most active on. Once you have a clear vision of who your audience is, perform general research on the types of users of major social media platforms in order to identify the best outlets for your business.

Determine Your Goals

Your business will have a variety of goals, but what is the goal of engaging in social media marketing?  Some businesses use social media to drive brand awareness and boost sales while others use it as a way to stay top of mind and humanize their brand.  Once you determine your goals, you can then align them with the appropriate channel.  Each social media platform has its own identity and the type of content within them can differ greatly.  Take time to understand how you plan to use social media and where that use would be most beneficial.

Assess Your Competitors

Identifying and exploring which platforms your competitors are using will help you collect valuable insights as to what is and what isn’t working on social media for your type of business.  If you determine that a particular channel is not performing well for your competitors, this may be a sign to avoid that platform and invest your resources elsewhere.  On the other hand, it may also highlight successes and reveal which channels your business should commit its time and resources to.

Evaluate Your Resources

Social media is a commitment, and consistency is key in order to see success.  If you only have a few hours per week to commit to social media, you should focus on just one or two platforms.  However, if you have a social media manager you are able to delegate the task to, you can expand the amount of channels you are active on. It’s important to differentiate the type of content you post on each channel, but when you’re just getting started make sure you take advantage of posting similar if not the same content on each channel.

Make the Right Decision

Social media platforms differ greatly, and it’s important to ensure your business has correctly identified which channels you should be active on.  Defining your audience, determining your goals, assessing your competitors, and evaluating your resources will all be imperative steps in ensuring you make the right decision.

For personalized help on deciding which channels are right for your business, take advantage of our social media consulting services!