First things first, there’s no doubt that your business should be on social media, regardless of the industry. The purpose behind having a social media presence, however, may differ from one company to another. As a brand, you need to know where your audience is and start from there. Conveying messages to the wrong crowd will end up in a lot of dissatisfaction for all involved parties. Bear in mind that some channels are focused more on B2B, while others take a B2C approach. The decision depends on the product or service that you’re providing, as well as on your audience. With that out of the way, the bare minimum includes an account on Facebook, Twitter, and LinkedIn. The first two are meant for more light-hearted B2C updates, while the latter is mostly used for straight-forward B2B relationships. From here, you can expand to Instagram, Snapchat, Pinterest, or others, depending on who you want to approach and with what purpose.
Here’s where the difference between quality and quantity becomes obvious. Posting frequent updates where you’re asking people to follow you or to bring in more followers is not going to work. Buying followers might sound like an enticing solution, but it’s not a viable one. Paid followers aren’t particularly known for engaging with content, and neither are they loyal.
You can drive engagement by delivering high-quality content to the right people at the right time. Creative and unique content is more than just that. It can also determine your followers to share it with their family members, friends, or professional contacts. If this turns into a snowball you can’t stop from rolling (not that you’d want to), your content has gone viral.
NO. First off remember, each platform has a different personality. People follow your brand on different platforms for different reasons. This means that you can’t expect to have exactly the same audience across all platforms. That being said, unifying the audience is something you can achieve through storytelling. Brands focusing on visual content don’t necessarily have to rely only on one of the two platforms. Instead, they could start a story by posting the “making of” on Snapchat and the more polished photos on Instagram.
On most platforms, it’s best to post daily, but some social media outlets are an exception. Twitter and Pinterest can be more frequent if you have the time and the content to post. Another great way to stay top-of-mind is utilizing Facebook, Snapchat, and Instagram Stories which only last 24 hours, so you have the opportunity to create a sense of urgency and exclusivity with your content without being too excessive.
You should post relevant content that is interesting and/or entertaining to your potential customers. Sounds hard? It isn't if you know your target audience.
Imagine you are selling kitchen appliances. What is your target audience interested in? How do all these things work? Which coffee maker is the best one? Why in the world would you need a rice cooker? These are examples of content pieces you can post to be original.
If you are stuck for ideas, you can always ask customers directly what they would like to read about. You can also follow influencers in the niche to get inspired and to share their valuable content. Truth is, the more you write, the more you discover unexplored topics or topics that can be looked at from a different angle.
For organizations both small and large, platforms such as Facebook, Twitter, Instagram, LinkedIn and Pinterest enable an unlimited communication and relationship building with prospects anywhere in the world. If you have a business, it is no longer an option to say, "I don't want to participate" because control has shifted to your audience. If they are participating and talking about your business, your business needs to engage in that "conversation."
There is no right or wrong amount of time and effort to be spent on social media unless the answer is none. Time should be allotted to schedule posts, retweet industry news, connect with influencers, and respond to inquiries from potential customers. While it can be a time-consuming process, marketers have shared that the more time invested, the more benefit they saw from social media.
With social media constantly evolving, this depends on variables such as the time and effort you’re putting into social media marketing management, your budget, your audience, your strategy, and whether you’re using paid ads or not. Regardless, it’s important to remember that social media is a marathon and not a sprint. What is something exciting your business offers? Say it here!