What's the ideal social media strategy?
The ideal social media strategy isn’t one where you are active on every network and hope for results. A carpet bombing approach doesn’t work on social media. It is absolutely critical to find out where your customers are most active on, and reach out to them on that network. You may find that they are very active on multiple networks, in which case you should make sure to share content on all those channels. Otherwise all your efforts will fall upon deaf ears. So how do you go about finding out which channels to be active on?
Define what your target segment is
The first step is to establish what your target segment is. Create a customer profile, and write it down. Are they other businesses or consumers? Are they young, or older? What are their wants and needs? All of these impact where they will be most active.
Establish how customers have connected with you in the past
How have your customers connected with you before? This can be a great indicator as to where they are most active. History tends to repeat itself. If you have noticed that you receive a lot more engagement on Facebook than Twitter or LinkedIn, you need to focus your efforts on that channel! Concentrate on maximizing your strengths, and not trying too hard to shore up your shortcomings on other networks. That is the best way to get more ROI on your social media marketing.
Use tracking and analytics tools to evaluate each network.
Social media marketing is constantly evolving. Networks come and go. Currently, the mainstays for B2B and B2C are Twitter, Facebook, and LinkedIn. However, who knows where these networks will be in a few years, or how effective they will remain for your marketing efforts. That’s why you need to use tracking tools to consistently monitor how much engagement you are receiving online. Free tools like bit.ly work great. Facebook and LinkedIn also provide free analytics dashboards which can provide valuable insights. Keep track of your progress over time, and make a note of any changing trends. If you begin to see that you are getting more traction on another network, then put some more time and effort into that channel. You need to stay ahead of the curve!