Just when you think you’ve finally got all of your social media accounts under control, it happens. Overnight a new platform or feature has popped up (eh hem, Instagram Stories) and everyone can’t stop talking about it. Feeling overwhelmed yet? Here at Social Studio Shop we know that creating and planning content for multiple social platforms is extremely time consuming and requires real strategy. That’s why it’s so important to focus your efforts and make sure you’re not wasting resources on any platform that isn’t going to give you any return.
So you may be thinking, “OK, Sam, but how do I know which ones to join?”. Well, Socialite, before you get started signing up for every new platform that comes your way, you’ll need to ask yourself a few questions. To make it clearer for you, I’m sharing some key questions to serve as a framework for fine-tuning your social media strategy.
1. Where is my audience?
Are you familiar with the term “fallen on deaf ears”? Unfortunately, it happens often in social media. With so many platforms to choose from, it’s impossible for your audience to focus on all of them. Chances are, the majority of your ideal audience is clustered in the same few platforms. First things first, if you’re not sure who your ideal audience is, our email course will answer those questions and get you set on the right path >>> Empower Your Brand + Define Your Audience
Now, back to where your audience is hanging out. I’m about to share some cold truth with you -
Just because you have followers doesn’t mean you have an audience. If people are scrolling past your content without a further thought, it doesn’t matter how high your vanity number is. When asking where your audience is, we mean “where is my audience active?”. For example, our audience loves Instagram and Twitter, so we always make sure to maintain engagement on those platforms.
This also means being aware of where your potential new followers are hanging out. This is especially important to ask before joining a new platform because it helps you decide whether or not the channel is worth exploring. If the users on the platform aren’t your target audience, then there really isn’t a need to exert any further energy on it.
2. How does my content perform on this platform?
Not all content types with with your brand. For example, Instagram thrives off gorgeous imagery. If you aren’t a visual brand and perform better with written and thought-based content, your audience might not be on the more visually-centered platforms.
One of the things we stress most at Social Studio Shop is, you can’t do it all, so do what you can well. If you don’t have the desire to spend your time creating images for visual platforms, then don’t! Do what you love and what you’re good at and your content will draw them in. Every platform has a unique ecosystem and if your brand produces content that fits in, wonderful! If not, don’t try to force a fit. It’s pretty obvious when a brand is trying to fit in where it clearly doesn’t. Before moving on, take our “What Kind of Content Creator Are You?” Assessment
Another thing to consider before joining a platform is how you can use your existing content. Will you need to create all new content to share or can you repurpose what you already have? Don’t get me wrong, you should always be creating unique content for each platform you’re active on, but for time management’s sake, it will make your life so much easier if you can wear content you’ve already produced and share it with your new audience.
Which leads me to my final question…
3. How much time and effort will each platform require?
Beautiful content takes planning. One of the biggest mistakes brands make is not scheduling and strategizing their content for each platform. If you’re not currently planning your content, let’s stop right here and get you started. Download our content calendar and start scheduling!
Before you add in a new channel to the mix, take a look at what you already have scheduled and ask yourself if it reasonably fits in with the time and resources you have allotted for your social media strategy.
“Strategy” is the keyword here. There’s no point in creating a new social account and throwing up random posts once or twice a day and hoping it sticks. If you’re going to join a new channel then not only will you need to craft and plan content for it, but you’ll also need to take the time to engage with the users on that platform to build up your audience.
Once you’ve sat down planned out the content for a new platform and factored in the time required for engagement, then you can determine whether it’s actually worth the time and resources for your brand.
Now that you’ve asked yourself these three questions and have a better understanding of whether or not you should be on each platform, take our social platform assessment to see which platforms work best for your brand!