While we all know, or should know, how important social media marketing has become to online success these days, there’s always the question of which social platforms make the most sense for your business.
In a perfect world, you or your SEO specialists would create and maintain an active presence on all the major social sites, however, that’s not always possible, or worthwhile.
The truth is, some social sites don’t fit with the brand and/or businesses often don’t have enough time to maintain an active presence on each social site and would be better off spending more time on a select few.
So, the question becomes, which ones are worth your content marketing efforts and which could end up being a waste of your time?
The truth is, all the major social media players have a heck of a lot of monthly active users, with Facebook coming out on top with over 1.3 billion.
However, we’ve been in SEO in NY and NJ long enough to know that you can’t just look at the number of overall monthly active users to determine if a particular site is right for you.
For instance, while Facebook is usually a no-brainer because so many people from so many walks of life spend their time there, that also means there’s more competition to get their attention.
So, it’s not just about the overall size, but also how big of a part of the community is made up of members of your target audience.
Twitter consists of a largely younger audience with topical interests in timely information about technology, news, marketing, sports, and journalism.
LinkedIn is the all-business platform and is great for B2B communication, like networking, and for business-related content.
Instagram’s audience is all about the photos and Pinterest people crave visual content too. The point is, you need to find the social sites that your target audience, specifically, can’t live without to ensure you won’t be wasting your time.
On top of that, you need to be mindful of the expected behavior on each site. Facebook and Twitter, for example, are both better for two-way conversation rather than for simply talking at the audience.
Consider the content you create and the competition.
As you can see, some social sites cater to certain types of content, so there’s also that to think about. If you excel in quick, written content and it fits your brand and mission, then Twitter’s a good bet.
If your business uses video production to create quality content, then try to build a presence on the social sites like YouTube, Vimeo, and Vine, which have a high share-rate of video content. You get the idea.
From there, like any other aspect of search engine optimization and internet marketing, it’s always helpful to keep an eye on what the competition’s doing too.
If you find that they’re getting a ton of shares on one of the sites that you’re not on or aren’t paying much attention too, you need to switch it up.
Just keep in mind that the social media landscape is an ever-changing one, and the sites that work best for you now may not be nearly as effective in the near future.
That’s why you need to continue to track your performance and that of your competitors on each social platform to ensure you’re keeping up with the changes.
There’s no harm in asking.
You can always create a survey to ask your current customers which of the social sites they frequent most to get an idea of where your target audience spends most of their time.
Also, test the waters. Experiment with different social platforms and content and keep an eye on how much it’s being shared and the level engagement you’re finding on each site.
That way, you can start to get an idea of where you should be spending your most time and where you’re wasting it.
About Us: Climb The Search has been performing first-rate SEO services in NJ / NY for years. We offer the total search marketing package, including inbound marketing, website design, and search engine advertising. CTS strives to help businesses grow, every single day.