Facebook. Twitter. Instagram. YouTube. LinkedIn. Pinterest. Vine. Google+. How many of these social media networks does your organisation belong to?
It’s a social media world, and we’re all living in it. We follow the masses and sign up for every single social media network known to man. We don’t stop to think whether the platform is compatible with our business efforts or works with our communications plan. Instead, we sign on up and blindly churn out content, all in the name of ‘engagement’. If this sounds like your organisation, you’re probably spreading yourself too thin on social media, and while you’re at it, endangering that personal connection you initially set out to achieve.
So how do you prevent this from happening?
- Have a social media strategy: Before everything else, have a clearly defined plan. Too often organisations try to nab a spot on social media without first having a strategy in place. Before you fill out that registration form and begin churning out your posts, decide what you want to gain from being on social media, whether it be leads, branding, information or loyalty. This will help you create a profile that knocks your communications goals out of the park.
- “Fish where the fish are”: While having a presence on multiple social media platforms isn’t necessarily a bad thing, ignoring certain platforms due to having too many is a trap many fall into. Going platform native prevents this. Consider the main social media platform your target market uses, and really start cultivating a strong presence on that particular channel. Once it starts to take off, you can eventually begin adding additional social media sites to your campaign (if needed). Having a truly successful social media campaign on one outlet is far more beneficial than having three or four social media accounts that don't have a strong following.
- Create quality content: Focus on creating engaging, quality content that truly starts a conversation on one site rather than leaving uninteresting content on several sites. A Facebook post that gets 20 comments and 50 likes can do far more for your communications efforts than 50 tweets that aren't seen by anyone. Not only will this create a solid network based on quality engagement, but will also allow you to become more efficient in your communications efforts by being more present to your audience instead of adding to noise.
At the end of the day, it’s better to establish yourself as an industry expert on a few social media sites rather than spreading yourself too thin and having little impact at all. So start thinking about what channels are relevant to your organisation and audience, and bid farewell to the scattershot approach!