Often the biggest hurdle to creating an effective social media strategy is figuring out where to start. With so many different options for social media platforms, which ones do you choose? The best way to decide is to understand the benefits of each platform and align those with your goals to fit your needs.
Pros: Facebook is currently the largest social media site. People from teenagers to octogenarians are using the site to keep up with friends and family alongside their favorite causes, organizations and businesses. It’s pretty easy to set up and get moving. Once you have enough likes, you can set up Insights for your page. These let you know which of your posts were the most popular and which ones flopped. You’ll also gain knowledge about your fans such as their ages and locations.
Cons: you have to have a personal Facebook account to set up a business page. Additionally, you need to make sure someone is regularly checking the account to respond to reviews and comments as needed.
Pros: Twitter is great for events and businesses that create coordinated campaigns as well as searching for campaigns with hashtags in which to participate. It’s great for instant communication and can be good for people to reach you quickly, give props or ask questions.
Cons: Twitter can be useful, but it’s not as big as some people think.There are many users who have an account, but many of them don’t use Twitter every day. This platform doesn’t make as much sense for a small business unless the owners have enough time to spend on it and monitor interactions.
Pros: Along with a new look, Google+ now has collections, which are subgroups of posts focused on a specific topic. If you are posting a lot of content, be more specific with your collections, like cataracts or age-related macular degeneration. If you are not posting as often be more generic, like Vision Over 40 or Eye Health.
Cons: Nobody is sure what will happen with the new changes. Continue posting your social content there, but keep an eye out for how functions adapt with the changing platform.
There are additional social sites such asYouTube, Instagram, Pinterest, LinkedIn and many others. If you’re thinking about using one of them, take a look at what gets posted. Are your competitors using the site? Do you have the type of content needed such as images, videos, infographics or professional writing? Just because there’s a new social site that’s becoming popular, it doesn’t mean your business has to be there.
Samantha Toth is the resident marketing rockstar for Innexus by Innereactive Media, specializing in websites, social media and marketing
for the eyecare industry. Learn more at GetInnexus.com.