02/04/14

Quit Facebook. (If it isn’t working for you.)

You can quit Facebook.

Yep, that’s right. I said it. If you’ve given Facebook – or any other social media network – the good ol’ college try (meaning, you’ve set up a social media plan and tried several different approaches with your content, and you’re not seeing ANY engagement), then drop it. I give you permission!

Here’s the deal: there are a ton of different social media platforms that your company can join.

That doesn’t mean that you have to be on every single platform.

When it comes to social, there are a number of factors that can affect your success on social media. Having a branded voice, engaging content, and a consistent social media strategy are super important for a social media success story, but if you aren’t on the right platforms in the first place, you aren’t going to go anywhere.

If you’re unsure of what platforms to focus on, here are three quick questions to ask yourself:

1. What content are you able to produce?

Be realistic with this one. I know – it’s really tempting to jump on the social media platform that is getting the most attention, but without considering any of the social platforms, what can you easily produce? If you have a talented videographer on staff, take note: he could provide some really awesome videos that you can post to Instagram, YouTube and Vine. Do you provide tips and tricks within your industry? You’ll be producing more information-based content. LinkedIn, Twitter, and Quora will work great for you. Take note of the content you naturally produce before even beginning to think of your social media platforms.

2. Look at your audience and influencers. Where are they?

You may be targeting an older demographic that isn’t on social media. That doesn’t mean you shouldn’t be on social media. You should figure out who influences your target audience and then figure out where those folks spend their time. For example, Sisarina’s initial business was built primarily on Twitter. Our target audience isn’t on Twitter: many of them aren’t on social media at all. But we produce tons of great information and content that we shared on Twitter – and showed our quirkiness – and got in front of many of the influencers that talk to our target audience. 

3. What’s your capacity

Do you have a full-time marketing person that can really focus several hours on social media each day? That’s awesome: go bananas and set your company up on several platforms. If you’re a solopreneur, though, take heed: you probably won’t have a ton of time to keep multiple social outlets going. And there’s nothing worse than inconsistent posting. If this is the case, choose one social platform that you can really rock and spend all of your time there. 

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Once you've thought through these questions, then focus on the one or two social media platforms that best fit your content and target audience. 

Where are you spending time on social this year?