When the printing press was invented in the 1880’s companies advertised in newspapers. When radio was invented in the 1920’s advertisers added radio to their marketing toolbox. When TVs were in every living room in the 1950’s advertisers followed suit. When Facebook, Instagram, Pinterest, Snapchat, Twitter, LinkedIn, Tumblr, YouTube were created, how do you choose?
A multi-channel strategy ensures you reach your customers where they are at. An error many business make is joining all of the social media sites and then not engaging in any of them. Social media takes longer than we think to create. Creating the right image or video and then finding the perfect text pairing can take hours. If you are signed up on 9 accounts you could be spending most of your day creating a post! WIth social media it’s better to be a specialist rather a generalist. Whichever social media channels you choose to participate in, you must understand it, be engaged, active, and provide relevant content.
You wouldn’t wear a helmet in a car or a seat belt on a bicycle, both devices are important but they need to be used in the correct way. Each social network has their own culture requiring different content.
The key is to find where your audience is and engage there. You do not need the whole world to see what is going on in your store. You need the attention of students, alumni, and parents. College students spend most of their time on Facebook, Instagram, and Snapchat where as alumni and parents are more engaged on Facebook and LinkedIn. If you are still not sure how to distribute your time, ask. Email your customers and ask them:
- Where do you spend the most time when you’re on social media?
- What’s your favorite platform and why?
- Where would you prefer to engage with our business?
Social media is a forever changing tool. Snapchat may be great for your business right now, but in a few months evaluate your efforts. At the end of the day look at the data and keep creating content that works well.
Source: WPCurbe.com, Accion.com