One of the biggest traps that I see many of my clients fall into is the myth that they need to be active on every social media platform. If you have a huge brand like Apple or Starbucks, this might be a strategy that you employ, but I’m gathering that if you are reading this blog post, that’s not the category into which your business falls. While it can be tempting to create content on every platform in the name of increasing brand visibility, it can backfire and this is why:
Let’s imagine for a moment that the majority of your clients are women in the 35-44 year-old age range. These women are likely on Facebook, Instagram and Pinterest. I would venture to say that they are not likely to be on Snapchat or TikTok (unless they are keeping tabs on what their children are doing there!). With that being said, it wouldn’t be important to your business to create content and advertise on these platforms, because it’s not where your customers are. You would be much better served by focusing your efforts on Facebook. I can guarantee you will get better results there.
That being said, claiming your business handle on social media platforms can help your local SEO, so feel free to set up your account. I give you permission to not be active on it though! 😉
Like anything in life, when you try to spread your time and efforts too thin, something has to give. Truly connecting with your community on social media requires time, and if you’re spending too much of it throwing up posts on every platform, you’re not taking the time to create meaningful content and engage with your followers. Take a look at your website’s Google Analytics data (if you don’t do this regularly, we should talk), and see which social media network is generating the most traffic to your site.
Once you’ve determined which network(s) are driving the most traffic, start allocating your time or your team’s time there. Make sure you devote at least 3 months to this process and then analyze your results!
The other HUGE benefit of focusing on just 1-2 social media platforms is that it will make your social media management much easier. Concentrating your efforts on fewer channels will allow you time to test out ideas and concepts and really get to know your target audience. Social media isn’t social without the community aspect, so get in there and meet your “people” where they are!
When it comes to managing social media channels and analyzing data, scheduling tools can be very helpful. I use SocialPilot with my clients and recommend it to businesses managing their own social media. Just link your social media accounts, schedule content (they even have curated content based on your market) and then create analytics reports directly from your dashboard. It’s a great way to automate social media and assess what’s working and what’s not!
Here’s your homework: Look at your website analytics and find out which 1-2 networks are driving the majority of your traffic and spend 3 months focusing your social media time and effort there. If you need help figuring out where your traffic is coming from, schedule an SEO Virtual VIP Day to find out and get a plan in place for increasing your online visibility!