You wouldn’t waste time advertising in the wrong magazines or on the wrong TV channels; why should social media be any different?
More often than not, organizations jump the gun on social media service selection when building a social media strategy. Most organizations engaging in social media immediately try to build their presence on Facebook and Twitter, the two largest social networks. But oddly enough, few organizations have been able to successfully leverage social media to actually interact with their customers. What’s the deal?
Info-Tech believes a key contributor to their failure is a lack of deliberation when picking which services to maintain a presence on – many companies follow the herd while declining to participate in potentially better suited niche services.
Organizations need to assess who their targeted customers are and then determine which platforms those customers are most likely using. There are a wide variety of smaller but popular services available (such as Pinterest, Yelp, and Vimeo) to effectively cut through the clutter and better connect with key customers.
Facebook and Twitter accounts are still a must-have for most consumer-facing organizations, but don’t forget about the little guys! Remember, it’s better to deeply engage with ten target consumers than get a passing “like” from ten thousand. Build a market coverage model that incorporates a wide variety of different social media services into your channel interaction framework.
Info-Tech’s Optimize Social Media Strategy by Service solution set will help you determine exactly which services are most appropriate for your business by examining demographics, the nature of your product, social media goals, and many other factors. After determining your optimal mix of social media services, this solution set will help you to execute a plan for social service selection and management, and perform a semi-annual social media service audit.