Social media marketing can achieve many organizational objectives – if it is done correctly. If you are careless about your strategy, it can actually hurt your business. Developing a solid and effective strategy begins with choosing the right platforms. Consider the three questions below from the Executive’s Guide to Social Media. Visit our social media services page to subscribe to our monthly newsletter and receive a complimentary copy of this Guide. Let us help you make your social media marketing effective!
First, who are you trying to reach?
Pew Research Study analyzed the demographics of social media users for 2015 across five platforms: Facebook, Pinterest, Instagram, LinkedIn, and Twitter. Not surprisingly, the most popular was Facebook for example, with 62% of the entire adult population active. The two most popular groups are women (77%) and adults age 18-29 (82%). If your target audience is in one of these two categories, it may be worthwhile to invest the time and effort into Facebook more so than other platforms.
Second, what are your objectives?
By defining your objectives for social media, you can choose the platforms to best meet those objectives and create a specific call to action to get the type of engagement you really want. Want people to sign up for your newsletter? Add regular calls to action with a link to your sign up form, share samples of valuable information available exclusively to subscribers, and assure people that privacy is important and that they can unsubscribe any time. If you are a non-profit and want people to donate, link to your donation platform, show followers your need in the form of program participants (get a written release that makes them aware that you are using their image and info!), videos, and photos, set a goal and communicate your progress regularly. The closer you hone in on specific goals, the more detailed (and effective) your call to action will be come.
Third, what is the budget?
Although most social media platforms are free to use, developing worthy content and managing social media profiles to engage your audience is not free (even if you’re just investing your valuable time). Defining a budget can also help shape which platforms you use, for example, the cost to film and edit a video for YouTube will cost much more than taking pictures on your smart phone for Instagram.