How Many Social Media Channels does Your Business Need?
The short answer: there is no set number. There’s no “cookie cutter” answer.
We get asked this question a lot: you own a small business, how many social media platforms should your business be on? Should you be just on Facebook, or is there a place for you on Instagram, Twitter, Snapchat, Pinterest, or LinkedIn too? The truth is, there’s no defined answer. Each business and market is different, and there are several factors that go into play to make this decision. Let’s take a look at some questions you should ask yourself before signing your business up on social media:
Where are your customers?
The whole point of social media for businesses is to create a community and an authentic place surrounding your company. Social media is a place to share your story, show what happens behind the scenes, and connect with your customers on a different level. So, the first question you need to ask is, where are your customers? Which platforms do they use most? This is a great place to start. If you run a doggy daycare, your business could likely find great success on Facebook and Instagram, but maybe not as much on LinkedIn. However, if you run a business that is more B2B, you should definitely have a presence on LinkedIn. Why? Because LinkedIn is known more as the professional network. Regardless, you need to know your customers and where they spend their time.
What kind of content do you have access to?
To use our previous example, a doggy daycare could have some great photo and video opportunities. Both of these forms of media do very well on Facebook and Instagram. Why? Dogs are incredibly photogenic. People love dogs! They love to see the mid-air Frisbee catch and those sad puppy eyes will melt hearts for days. However, these formats of media don’t do as well on LinkedIn.
On the other hand, if you run a B2B business that sends out press releases and shares articles, LinkedIn is a much better fit. The conversation is different on LinkedIn. And different types of content perform better (and worse) on different channels.
What is your objective?
You must decide why you want your business to be on social media. Jumping into it blindly will cause confusion and unrealistic expectations. Ask yourself these questions:
- Is social media an outlet for you to share behind the scenes of your company culture?
- A place to showcase your staff and their accomplishments?
- A place to feature your products and promote specials?
- Is it a place for you to recruit new talent or network with other industry professionals?
All these factors play a role in determining where, and why, you should spend your time when it comes to your business’s social media presence.
How much can you handle?
One of the single most important factors when it comes to social media is consistency. If your company is on three platforms – let’s say Facebook, Instagram, and LinkedIn – your company should be posting consistently on those three platforms. If you don’t think that you can manage to be on all three networks without neglecting them, you may need to rethink your strategy and focus on just one social network
Another great alternative is utilizing a social media management service. Social media is an incredibly valuable resource for businesses. They know the trends, the algorithms, the types of content that work best, and most importantly, will help you find your place on social media. Social media is beyond photos of Taco Tuesday and cat videos. It is a place to connect with your customers and show how awesome of a company you are – they can help you engage with your customers, grow your audience and increase leads. Not to sound redundant, but a social media manager is a great investment.
All in all, there are many factors that you need to consider when defining your company’s social media presence. Knowing where your customers are and what types of content to post is just the tip of the iceberg. Social media can be like trying to eat an elephant, but can also be like finding a pot of gold for your business’s success and growth.
At Elevate Marketing Co., we specialize in creating engaging branded content that connects with your followers and facilitates growth. If you're concerned you can't manage the platforms your business should be on, let's chat!
Contact Elevate Marketing Co. today to schedule a free 30 minute social media review for your business.