December’s here and that means you should be focussing on one thing: your social media strategy for 2015, of course! Okay, so there’s the small matter of Christmas to get out of the way first, but that shouldn’t stop you from thinking about where your social media marketing efforts are going to be focussed next year.
But with so many social media platforms available, how can you be sure which one is right for your business?
Facebook is the largest, Twitter is the timeliest and Google+ (whether you believe it or not) is thought to have an impact on search rankings. Then there’s Pinterest, LinkedIn, Instagram and Tumblr to consider. And you should really consider them; especially, for example, as Tumblr has just been revealed as the fastest-growing social platform at present.
So with all that in mind, and to prevent you wasting your time on platforms that perhaps aren’t the right fit for your business, we’ve broken them down to help you decide which ones you’ll leverage.
It may no longer be the fastest-growing social network but it’s still the biggest (by quite a margin). Therefore, Facebook should definitely still be a part of your marketing mix in 2015.
Facebook is great for engaging with your audience and building a community presence, but you need to ensure that you offer real value in your posts. A mistake that some businesses make is to use Facebook as a one-way advertising platform – something that will see your page ‘unliked’ in a heartbeat.
Despite its simplicity, people still love Twitter. There’s something alluring, almost exciting, about expressing yourself in 140-characters or less.
Similar to Facebook, Twitter affords the best results when it’s utilised for two-way communications. If you want people to retweet your updates, comment on them and actively follow you then you need to engage them and reciprocate.
Twitter works best when you post timely updates that contain topic-based news and/or up to the minute insights.
Can you afford not to use a social network that’s associated with the world’s largest search engine? After all, if the other social networks have the ability to impact search engine rankings then Google+ must surely be the king.
Furthermore, the fact that Google also own Youtube means that integration between the two is absolutely seamless. So if your business lends itself nicely to video-based content, Google+ could be the social network you’ve been looking for.
LinkedIn is probably the most business-focussed of all the social networks we’ll talk about and the fact that your contacts are referred to as ‘connections’ shows the importance it places on professional networking.
Perhaps best suited for B2B, LinkedIn provides a great platform on which you can discuss and share industry insights. Don’t, however, expect to see amusing cat videos though as LinkedIn is all about peer networking and industry insights.
Defining your message for your LinkedIn audience will be the key to your success and brazen self-promotion won’t go down as well as posts that provide real value.
The Best of the Rest
Tumblr, as we’ve already mentioned, is growing fast and tends to attract a much younger audience than most other social networks. Bear this in mind if you’re thinking of using it and ensure your posts appeal to the demographics that you’re targeting.
Pinterest and Instagram are almost completely visual networks and so if your business expresses itself effectively through images, these two could be for you. Pinterest is also very popular among women, so if they’re your target market, you could be missing a trick by not having a Pinterest presence. Instagram, on the other hand, tends to appeal more to urbanites who like to share their daily experiences through photos.
The key to social media marketing is achieving the perfect campaign mix. That means the perfect mix of networks, posts and audiences. Adapt your style according to the platform and the people you’re trying to reach.
Also, remember that the best results will be realised from genuine two-way interactions. Therefore, if you’re looking to capitalise, be prepared to engage with your audience and provide them with genuinely valuable updates.