There’s a million and one social media platforms, and any marketer worth his or her salt knows which platforms perform best for which fields of interest, targets, and demographics, and we’re here to let you in on those trade secrets. So what’s worth your time, and what do you skip?
Facebook: This seems obvious, but with privacy issues and new structures in newsfeed and content feeds, it’s difficult to determine if Facebook will stay on top of the social media hierarchy. For now, every brand should be present, but maybe pull back your focus on this one until we see which way the wind blows. For now, it’s still an effective tool, but we see their focus in “connecting people” and returning to their roots as a blow to marketing.
Instagram: For some irrational reason, small brands seem fearful of this platform. Instagram has never made it easy for marketers to peddle their goods, and maybe that’s where the hesitation comes from. But hiring someone like NOISE to help you find your voice on Instagram is your best strategy. Not only are millennials here, but so are their parents. And if your brand is visual — like many of the brands we represent — such as travel and tourism, commerce/products, or food and beverage, you’ll want to maintain a presence on Instagram.
Pinterest: Because of the sheer volume of content on Pinterest, you may find yourself lost on Pinterest, but that doesn’t mean it’s not worth the work. We love Pinterest because it’s a direct link back to your website, where you can sell your product. It also benefits SEO, adding links to the website from a credible megasite. You’ll want to establish a presence or remain on presence if, like Instagram, you are a visual product. You might also establish a presence if you are or would like to be known as a resource. The site is full of DIYers, which means if you think you can provide valuable advice, Pinterest users are listening. (Healthcare providers!)
Linkedin: Remember when we said, “know which ones to skip.” Linkedin is great for those wanting to establish a business-to-business relationship, and their targeting efforts in ads have amazing benefits (want to target Meeting Planners? Hey, Linkedin has millions of profiles who have “Meeting Planner” listed as their job!), but if you’re a B2C business with the main focus on consumers, you can skip Linkedin. Phew.
Twitter: We almost skipped Twitter entirely. We think Twitter is useful for some clients, including politicians, newsmakers and products that change on normal basis, but if you want to tackle this beast, be ready to invest the time in engaging. Simply posting 140 characters and letting it exist will get your no where, and it’s better to focus your efforts elsewhere. If you have the opportunity to stay engaged, Twitter users are ready to give feedback, advocate and engage on a daily, if not hourly basis.
Google+: This necessary evil rounds out our list. If you have an agency managing your social media accounts, you’ll want them to maintain Google+ for its SEO benefits (with its connection to the Google search engine, its benefit is tied search engine performance). No need to create new or different content than Facebook, but duplicating what you post to Facebook to Google+ will give you a leg up in search.
BONUS: Snap Chat: Many clients as us if we should have a presence on Snap Chat. If you’re a national or international account, seeking millennials or even Generation Z, then sure, it might be useful. But for the rest of us boring consumers, we’ll skip it and wait for the next platform to arrive.