It’s the question on every business owner’s mind, but if you’re expecting us to answer it, prepare to be disappointed. Sure, we could tell you to throw up a fan page on Facebook or create an account on Twitter (as many other agencies will), but in reality, there’s a series of questions you must ask yourself to determine the social networks your company should start to build a presence on. Social media is hardly “one size fits all,” so it’s important to be sure that the social networks you’re going to invest both time and money into are the ones that make sense for your business.
You don’t want to waste time building up a Twitter account if your target audience’s social media usage is much higher on Facebook, or vice versa. So how do you find out where your target audience is online? The key to answering this question lies in unearthing the biggest opportunities that are specific to your business or industry in the online space. See below for an overview of the things you’ll want to consider for some of the most popular social media platforms in determining if they are the right choice for your company’s social media efforts:
- Are there any likes/interests that apply to my business, which can be used as targeting parameters for Facebook advertising?
- What keywords can I search for that will direct me to conversations that my company’s Twitter account could enter?
- Are there any applicable conversations?
- Does my target audience self-identify in their bios and/or on a Twitter directory like WeFollow?
- Are there any Meetup groups related to my business and/or industry?
- Is my company B2B?
- Are there any LinkedIn groups related to my business and/or industry?
- Are there any LinkedIn Questions which my business could answer?
The above is only the beginning of a longer process, as there are an endless number of less popular platforms, including niche networks (like Eons, a social media platform for Baby Boomers), where your target audience might be. If there’s anything you take away from this blog post, let it be this: the answer to the all-important question of “which social network is right for my company?” lies in listening.