Ask anyone right now about social media and you’ll be sure to hear a long, frustrated sigh. It hasn’t been easy watching the bizarre evolution of X (formerly known as Twitter) alienating users. Or stumbling through Instagram’s new app, Threads. Don’t even get a small business owner started on trying to break into TikTok’s vice grip on Gen Z. Successfully choosing the right social media platforms for your business is possible with a little research.
It’s not sustainable to have an account on every single platform, but it’s increasingly not an option to not engage on social platforms. Almost one-third of social media users in the US in Q1 said they typically find out about new brands/products via ads on social media, according to a recent report from GWI. To use your time and resources appropriately, and drive results, there are a few questions to ask yourself before signing up for a social media platform.
Reel It In
Making good social content takes resources. Beyond the usual time and money, an effective social strategy requires buy-in from your employees, clients, and future clients, and that takes time. Creating content like an Instagram Reel becomes a lot easier when your messaging is authentic, reflecting your main business goals and values. Build your social presence on a solid foundation with a clear motive. Ask yourself what your purpose is on each platform. It might be to educate, entertain, connect, increase brand awareness, or simply receive more orders. Lead with your purpose at every turn.
Check out our article Brand DNA Part 2 – Building a Strong Message Platform to Stand On for ideas on how to go about an authentic message that appeals to your buyers.
Find Your Audience
Posting to a social platform that doesn’t resonate with your audience can feel like telling a joke at a funeral – it is likely to fall flat. It is also a waste of resources. If your buyers are professionals in the same industry, LinkedIn can drive meaningful results. Facebook Groups see success with niche hobbies like gardening, or more private topics that don’t want to be public like legal questions on immigration. Become active in the places where your ideal clients are already communicating. That takes some research, but you can accelerate your learning by collaborating with a digital marketer with experience in your industry.
Meaningful Metrics
Social media is a transactional space. It might feel relaxing as you scroll, but don’t fall for the bait! That content is there because someone wants your attention, view, click, or comment. Think about the actions most important to your bottom line and use the metrics most appropriate for measuring success. If it’s listens on a podcast—URL clicks will tell you how many users make the jump to listener. If you’re growing your audience and are introducing a new brand—impressions and engagement will give you an idea of how your content is resonating. Be mindful of how long each social platform stores metrics. Some apps only show information for 30 days.
Function Over Fashion
The next step is to figure out if a social platform has the non-negotiable functionality you need to grow. For example, video-heavy businesses would benefit from monetization on videos, creating passive income. YouTube is an excellent start. If hiring is at the top of your list, LinkedIn offers integrated job listings. If your main priority is to sell products to the public, Instagram and Facebook Shopping are excellent ways to drive revenue. But if you’re a B2B company, LinkedIn is your primary vehicle for information. It’s up to you to decide which action is most important for the growth of your business and choose the social platforms that will help you best achieve your goals.
Watch Like a Hawk
It’s important to show up where you want to compete, but do your homework on your competitors too. Take note of their posting cadence, the last time they posted, what their engagements are like, how many followers they have and when they began posting to the platform. If they started 10 years ago, adjust your expectations for Follower count. It takes time and patience to grow an audience. On the other end, if your competitor isn’t on a platform where your audience is, beat them to the punch.
Caveats
We recommend “parking accounts” if you envision your company ever using a platform, even if you don’t use it today. This means signing up for an account under your company’s name, and either not making the profile public or not posting anything to it. By reserving your company’s name, you could avoid fighting over an Instagram handle later. Although if you’re on Twitter and your username is @x, don’t expect a fair fight!
Social media platforms will always evolve, but strategic marketing will help your business weather these changes. At Prism Group, we’re “platform agnostic.” Meaning, our main goal will always be to serve the core goals of our clients. The purpose of social media is to further those goals with on-brand messaging, thought leadership, and lead nurturing. With these few tips, you’ll successfully find the right social media platforms for your business.
Let’s Talk! If you are wondering which social platforms to use for your business, schedule a free 30-minute Digital Marketing consultation.
About Prism Group
Prism Group is a full-spectrum, multi-talented B2B agency focused on Energy Tech, Climate Tech, Oil & Gas, Oilfield Services and Media markets. Our work is telling stories that matter, because our clients are working to change the world for the better. What makes us different is that we put into action the strategies we recommend – we get it done, so you can get results and increase the value of your business.
CONTACT
James Constas
President
Prism Group
JConstas@1PrismGroup.com
