With the social network panorama getting bigger and bigger, it is very hard for businesses to choose what platforms they should be present on.
Also, each social networks seems to have different characteristics, so it is easy to fall into the sensation that our business has to be ‘everywhere’ if it wants to be in the 2.0 panorama.
But don’t worry, you don’t have to be on all of the social networks.
At first, it may seem like a good idea to work on the maximum number of web pages possible. Then, on a daily basis, we realise the effort it takes to professionally manage our online communities. Or we see that our actions are not getting the desired results.
Instead of creating profiles on all of the social networks, it is better to carry out a small prior analysis and ask yourself these three questions:
What are your resources?
Social networks can take up a large amount of your daily work time. Planning, creating content, analysing results… and also try to stay up to date with all of new trends as to not fall behind.
Posting on Facebook once a day may not seem to be a lot of work, but if you add posting several times a day on Twitter, creating visual content for Pinterest, taking photos for Instagram, filming videos for YouTube, and replying to followers, to that, things change a bit.
You must keep in mind that each social networks implies different times to post and require different content, that you are going to have to create. So, if you don’t think you are going to be able to adequately maintain a social network, it’s better not to have a profile on it.
Is it in line with my business and my goals?
Do you want to increase dialogue with your followers? Try Twitter. Would you like your web page to be well positioned? Open a Google+ account. Do you want to increase the scope of your news? The Facebook is for you.
Each social network adjust better for some businesses, marketing goals and content types than for others.
Take a few minutes to think about which social network is more in line with your business, is what you really want to achieve and what the best tools are to achieve this.
Where are my clients?
As much as you read about the fact that SnapChat and Pinterest do not stop growing, they may not be right for you if your users do not use them.
It’s okay to carry out test runs, but if you see that you get very few results, don’t bother working on a social network where your clients don’t spend any time.
How can you find this out?
– Looking for information about each network and, especially, the demographic profile of its users.
– Asking your clients directly.
Do you try to work with as many social networks as possible, or do you prefer to be selective? What criteria did you follow to choose your 2.0 platforms?