If you run a business or nonprofit and you’re not marketing it on social media, you’re missing out. I have yet to talk to anyone working to build awareness of their business or nonprofit who couldn’t benefit from marketing on social media.
However, all social media platforms are not created equal. Most likely, focusing on the same platform as your competition up the street won’t get you the same benefit.
There are two strategic approaches to how you can create and share content on social media, and they’re not mutually exclusive.
Strategic approach 1
The first is to post content that works well across a wide array of platforms, sharing the same content on all of them. That means you won’t be optimizing for any specific platform but will have a presence across several without having to invest in unique content for each.
Currently, the major platforms you should consider are Facebook, Twitter, Instagram, LinkedIn, and Pinterest. If your content includes video, you might consider YouTube as well.
Strategic approach 2
The second approach is to pick a platform and specialize. This allows you to focus your engagement with others and post content that works well there that wouldn’t necessarily work well elsewhere.
Of course, I mentioned these aren’t mutually exclusive. Many of our clients combine the two approaches. While they may have us do everything, it’s more common for them to have us create content that works well across many platforms while they focus more on the platform of their choice.
So, how do they choose which platform to focus on? There are four elements I usually advise them to consider:
Element 1: Audience
How well does the audience of the platform match your ideal prospect, target audience, or ideal customer?
Element 2: Capabilities
How well do the capabilities of the platform match capabilities that make sense for your organization?
Element 3: Culture Fit
How well does the culture of the platform match the company culture of your organization? If it it’s just you at your organization, how well does it match your personality?
Element 4: Comfort Level
How comfortable are you—or the person or organization helping you—with the platform?
Those four elements play a huge part in which social media platform you should focus on, even if you have a presence on most of the major platforms. As you can see, the ideal platform for you will differ from industry to industry, and even from company to company.
Many businesses use the first strategy or even outsource them both to a digital marketing company so they don’t have to worry about them. If that sounds appealing to you, I would be happy to talk!
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About Tim Priebe
Tim is a public speaker, author, publisher of Edmond Business, and the owner of T&S Online Marketing. He helps businesses that are worried they don’t have the expertise or time required to invest in doing their own digital marketing. He helps them plan where and how much to invest and often helps execute the plan.
Tim started the Edmond Business online magazine in May 2020 to fill a need in the community when The Edmond Sun shut down and stopped publishing their monthly magazine, The Business Times.