Now That You've Chosen a Social Media Platform for Your Business...
Following up on yesterday's post about determining which social media platforms your business should use, it is time to think about two things: audience and content.
1. Who is your audience on a given social media platform?
Different platforms attract different types of users (case in point, Snapchat and LinkedIn do not have the same user base), and your followers on each platform may come from different segments of your customer base. As your following grows on a platform, be sure to put some effort into gaining insight into who is following you. It is crucially important, as it is with all types of communication, to know your audience.
2. What type of content does your audience expect from you on that platform?
Your audience is following you on a given platform for a reason. Do you know that reason? What type of connection are they seeking with your business? What type of content are they expecting, and what type of content appeals to them? In order to conduct social media marketing effectively on a consistent basis, you must be able to find the answers to these questions, and deliver accordingly for your audience.
The content that is good for one platform may not be good for another. That is not only because your followers on each platform may be looking for something different, as explained above, but also because platforms are structured around certain features and functionality that should guide the type of content you create.
It will take thought, research, and experimentation to answer the questions posed in today's and yesterday's posts, but the time and resources invested in answering them will be less than the time and resources wasted by not answering them.
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