Facebook. Twitter. LinkedIn. Pinterest. Instagram. Vine. Tinder. Tumblr. YouTube. Flickr. Google+. Vimeo. Foursquare. MySpace.
Ok, maybe not MySpace anymore. However, this list of the first few social media platforms that came to my mind shows just how many platforms currently are available for businesses to try. Does that mean you should have a presence on all of them?
Of course not – for a small business, it just wouldn’t be possible. Don’t forget that whilst many of these platforms are free to use, your time isn’t – and that is where the cost of social media can often be seen.
So which one (or more) should you choose? The first step is to look at who is using the platforms – is your intended audience there? For example, users of Vine (a sharing platform for 6-second videos) tend to be younger so it would be pointless setting up on there if your audience are ‘silver surfers’ (broadly speaking, of course).
This analysis will form the first part of a social media plan for your business. Having a plan is essential to make sure that you know where you want to be, what you want to say and how you intend to say it online – especially if a third party (such as a staff member or external consultant) will be posting online on behalf of your business. Give that person a clear brief, as mistakes can lead to potentially costly repercussions for your business reputation.
It is fine to use only one platform. It is also fine to use several. The key is making sure that you have appealing and appropriate content to share with those who engage with your business on your chosen platform(s). Without this, you will struggle to reach or interest followers, which will see your business drown in the noise of today’s social media.