Selecting Social Media Channels
There are so many different social media channels to choose from. More and more keep appearing every day. What should you choose and what should you stick with for your business? Once you have chosen, is it forever?
When arranging your social media channels, you should have a strategy as opposed to choosing them randomly. There are some that are most popular (for a good reason) and they are very effective and will really help you to strengthen your relationships for business. LinkedIn, Facebook and Twitter are social media channels that are recommended. Although there is a strong side to Facebook and Twitter that is of great use personally, all three can successfully be used for business as well. Remember, that in order for any social media channels to work effectively, you will have to make a commitment of time and effort on a very consistent basis.
There are some other social media channels (in addition to those mentioned above) that are also definitely worth exploring and very possibly, opening an account. As long as you stick with your social media strategy and as long as you continue to devote as much time as you need to, you will realize a great deal of success with whichever channels you choose for your business.
Which social media channels are necessary for your business?
With social media, everything that you get involved with is a custom fit. Depending on the size of your target audience and your particular niche, it is a good idea for you to do some research before choosing those channels in addition to LinkedIn, Facebook and Twitter that are the most appropriate for you business situation. Once you have identified which channels are appropriate for your business, you need to create an account and establish a complete profile so that people will find you interesting and will want to interact with you.
If you think that you won’t get much use out of any given social media channel but if you think that you will make use of it in the near future, it is not a bad idea to open an account sooner rather than later. One of the very important aspects of social media that you should definitely take advantage of is all of the tools that are available to help you to enhance your social media experience. Remember how important it is to maintain as much consistency as possible among the social media channels of which you are a part for the sake of your business’s branding.
Post wisely
As is the case with all things in business and especially all things online, you should go for quality over quantity every time. It is better to spend less time on your social media channels and post high-quality content that helps other people and compels them to want to interact with you than to bombard people with a huge quantity of content that is not very helpful to others and that does not solve anyone’s problems. People will definitely react positively to what you are giving them if you do it this way.
Make a commitment
It is very simple. If you don’t make a commitment to connecting to the various social media platforms, you won’t have an online voice. After you have chosen those channels where and when you want to spend your time, you should create a schedule for your social media activities. You need to be diligent about managing your time. Not only do you need to make a time commitment to writing and posting content but you need to also commit to interacting with others (post questions, leave comments, react to comments) and to generating as much discussion as possible.
Conclusion
If you want your business to succeed, the online component of it is critical. Your two most important responsibilities are to write and publish high-quality content and to syndicate that content to the right people and places. You need to understand how important it is to make a commitment to managing your social media activities and to interacting with others so that you can build long-lasting and meaningful relationships that will eventually lead to increased revenue. Keep in mind that your social media efforts will eventually pay off. It will absolutely be worth the wait.
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Hi Carolyn, nice informative post. There are so many social media sites out there that nobody could keep up with them all. I am a member at about 20 different web 2.0 sites and rarely get a chance to use many of them.
Via LinkedIn Groups
Group: Transformational Leadership: Front Runners in Organizations
Discussion: Selecting Social Media Channels
I think you hit the common high points but I continue to be puzzled by folks wishing to consider social network and media marketing who do not put audience segmentation and target profiling as the very first priority. Many will simply point to "best practices" or the "lemming model" as I like to call it. However it has been my experience that the best source of information for your integration mix model is your target audience itself.
Although a single industry may indeed have ideal social channels that just scream for use, and have the mass audience to make the return on that investment a certainty, many others need to first be sure they know their target audience to a nearly one to one degree. This is a first step and eventually when you have embarked on your social marketing effort it will be an ongoing one as your audience in these environments is ripe with data that can be used to further refine and even narrow your audience knowledge.
Other than that this article is spot on.
Posted by Mark Bowen
Interesting read. I am fairly new to this networking world and it has been an amazing experience. I love the connections I have made to people in other countries and places I would never know otherwise. It was hard for me at first to take the leap and join, but as of right now, I am glad I did.
Many people don't realize they need a social media marketing plan. If you are clever, you can be engaging on social media for a very short period of time a day and see tremendous results! Good info here 🙂
It’s no brainer to see that social media is here to stay for good. Given vast variety of the existing channels to choose and stick with, it’s time for such a hot space to enter into a new category. There is a need for a portal to provide a quick and intelligent decision for both the consumer and the enterprise about their online connections.
A Platform to Help us to Distinguish Our Quality vs. Quantity Friends, Fans, Followers, and Companies
Facebook, Twitter, LinkedIn, Youtube, Flickr and others have been doing a decent job of providing additional marketing exposure and even in some cases, additional revenue. However, as more and more social networking sites pop up, how do you manage your brand across all these channels? Maybe more importantly, which one of these sites should you select as the one that will help you best reach your target audience? The proliferation of the social media avenues is becoming overwhelming.
This glut of information reminds me of the early 90’s when WWW was adopted broadly by the general public. Every company rushed to have a presence, to the point it became literally impossible to find the right information on the Web. That’s when a better generation of search engines – at first the Yahoo! and then Google – entered the market and helped us find the most relevant information by just typing simple keywords in their search box. If you had asked before Google launched, if there was a need for another search engine – most would have said no, we already have those….
Then came Web 1.0 & 2.0 – Youtube, Flickr, myspace, Facebook, Twitter and countless others have turned everyday people into content producers, influencers and experts. We basically tripled down on the information overload How do you know which channels to select for deploying your social media strategy? How do you know which one is the right channel to let your fans and followers to find you, your products, and services? Most importantly, who is Joe Smith that is recommending that person, that company, that product?
Elias
CEO & Founder
Via LinkedIn Groups
Group: For Women Entrepreneurs
Discussion: Selecting Social Media Channels
For me, I am active on Facebook, Twitter and LinkedIn in general. Because of my business, though, I am far more active on LinkedIn than anywhere. How about you?
Posted by Rhoberta Shaler, PhD
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Group: Facebook & Twitter For Business
Discussion: Selecting Social Media Channels
Perhaps, it would be best to choose social media channels that best accommodate your business plan of objectives and purposes. Consider selecting content appropriate for each channel to maintain a consistent and interesting communications link that portrays your business as well as you can. Seek and pay for expert advice without making unnecessary mistakes.
Posted by L Aaron Court
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Group: Marketing 2.0 Technology (Over 3400+ Members)
Discussion: Selecting Social Media Channels
The answer is, as in all business, to test and those that stick, try to stay their forever IF the channel has traction. Facebook has about a $5 value per customer, Twitter $1.90, use those as benchmarks and establish your own value per customer driven from those sites. For me the key is to watch the virality of a channel as it is shown by your target audience and industry; lots of social media channels will come, and in this investment bubble will go soon, so follow the audience and the buzz – not just the PR buzz, but sustained talk and participation. The thing about social media is its a discussion, and most channels are fairly quiet, so measure it by who your audience is discussing and participating in…and is it forever? Hopefully, that's the attitude to take, but likely only 5-10% of these channels will thrive, and only a few will become important for your audience. The key is to watch traffic numbers driven, conversions away from that channel to your business, and networking opportunities. But trying to play all the channels is not wise, because all are not equal, and only the most active survive
Posted by Declan Dunn
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Group: Marketing 2.0 Technology (Over 3400+ Members)
Discussion: Selecting Social Media Channels
Additionally, use you unique brand DNA to filter how and what channels to use..,this can increase the resonance efficiency.
Posted by W. Vito Montone
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Group: Books and Writers
Discussion: Selecting Social Media Channels
You'll never be all things to all people. As in ALL marketing, target your audience with the social network, blogs, facebook, twitter, etc…… Bullseye is the name of the game, Carolyn!
Posted by Cynthia Berst
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Group: Strategic Planning and Business Development
Discussion: Selecting Social Media Channels
I've found the place to start is finding out which channel(s) your customer or target group is using. Using a channel they aren't in ends up being a waste of time (although not so much money). Once you're in, they'll lead you. The critical issue with social media is that you need to be an active member of the community, side by side with your targets. That is where the expense comes in … someone has to 'man' the interface to maintain contact. And, critical issue, whoever mans it has be 'like' your target … that is the biggest new aspect companies need to address, it isn't traditional marketing or customer contact at all.
Posted by Tom Kohn
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Group: For Women Entrepreneurs
Discussion: Selecting Social Media Channels
My number one preference is Linked In because it seems populated by professionals who care about their work, their clients and share with integrity and generosity. There is also an ongoing opportunity to choose groups that match professional needs and interests.
Posted by Pauline Duncan-Thrasher
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Group: B2B Social Media
Discussion: Selecting Social Media Channels
I think it's important to first consider why you want to market through social media channels and then consider what you want to get out of it. Establishing these two points in the beginning will help you select an appropriate channel (and ultimately a social media strategy). Let's say you sink a lot of money into your R&D department to develop products superior to your competition. In this case, an appropriate social media channel would be YouTube … to display videos of your product out performing that of the competition. That's just an example of a simple assessment and application. Ideally you would have other social media channels to cross pollinate and use as leverage, but that is another discussion.
There are varying opinions on your last question, but I am of the opinion that once you choose to incorporate social media into your marketing plan, it becomes a part of your organization's brand, not a fair weather tactic.
Posted by Lyndsey Rabon
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Group: American Society of Business Publication Editors
Discussion: Selecting Social Media Channels
I really only see Facebook and Twitter as worth anybody's time. And both are more limited in their effectiveness than their reputations.
Posted by Ted Craig
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Group: For Women Entrepreneurs
Discussion: Selecting Social Media Channels
Yes, Pauline, that's why I prefer to spend my time on LinkedIn, too. Let's connect over there. And, the conversations in those chosen groups are stimulating. The groups I belong to are becoming part of my professional development because there is so much wisdom coming from the discussions!
Posted by Rhoberta Shaler, PhD
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Group: Social Media University Online
Discussion: Selecting Social Media Channels
The answer to that question depends on numerous factors. What is it you're trying to achieve? Are you looking into social media for business for pleasure?
Posted by Debbie Miller
I'm working on a website just to keep track of them all, you may copy my format
Via LinkedIn Groups
Group: Social Media University Online
Discussion: Selecting Social Media Channels
More than that – and I agree with Debbie as well – what limits do you feel you need to place on your operations? For instance if you post YouTube videos, is there some reason you wouldn't use Vimeo as well?
Posted by Tom Shanahan
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Group: American Society of Business Publication Editors
Discussion: Selecting Social Media Channels
Given the amount of time that social media can take to use effectively, limited outreach to the "bigger" channels seems better than pursuing multiple social channels — unless you know that your target audience tends to use one channel heavily compared to the others. For now, a business not on Facebook is probably not visible enough. Perhaps other options will take off, but Facebook definitely has a huge lead today. Even Twitter is often used to send people to a company's Facebook page, where they can do more and leave comments. Still, the company's website should support multiple social media channels for convenience, even if most visitors use only one or two.
Posted by Nancy Hays
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Group: Need A Speaker / Be A Speaker
Discussion: Selecting Social Media Channels
I think the answer to this question can only come once you have a clear understanding of what you do, and who you're trying to reach. Yes, there are the old standbys of Facebook, Twitter and LinkedIn. But there are some other social networks that are sorely neglected by folks who shouldn't be ignoring them. For musicians, there's ReverbNation. For authors, there's Amazon's social network. For artists, there's DeviantART. For retailers, there's MerchantCircle. So, the first step really is to know who you are, what you have to offer, and where to find the people interested in what you are offering. Once that's done, the decision as to which sites to use becomes that much easier to make.
Then there are new ones coming out all the time, as you mentioned. Most recently, there's Empire Avenue, where people can buy and sell stock in one another, and one's value is based on one's social influence. Only time will tell if this stock market game is going to generate real business, but it's being played by all sorts of people right now!
So far as whether the choice is forever, well, the answer to that is "no." As times change, and social networks ebb and flow in terms of popularity, you want to be flexible enough to move with the tide, while still having a firm anchor somewhere on the internet (whether that's your website, your Facebook page, etc.).
Part of developing your social marketing strategy is to include a component that tracks the effectiveness of each of your platforms, and identifies the criteria that dictate when you abandon a given network. Setting these criteria before they become factors ensures that you know what you expect to get out of the experience, and are tracking those key components to minimize the time and effort spent on losing causes.
Posted by Tara Alemany
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Group: Need A Speaker / Be A Speaker
Discussion: Selecting Social Media Channels
I couldn't agree more with Tara. Social Media Marketing is an advertising, marketing, and promotional tool. As such, it requires a strategy and should be integrated into your marketing plan. Research the offerings and platforms, but above all, make sure you understand the demo of the audience and can measure the ROI. Your time is just as valuable an asset as your money.
Posted by Sheryl Connelly
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Group: Social Media University Online
Discussion: Selecting Social Media Channels
Whatever you decide to do, don't make the mistakes that most inexperienced marketers often make. They endorse "random acts of marketing". Whatever social media channel that you decide to go with, make sure that it's well integrated, funded, and properly planned with your business goals. I read somewhere that random acts of marketing is like "putting lipstick on a pig". A harsh expression but it's so true and funny.
Posted by Trang Q. Nguyen
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Group: Fans of Mashable
Discussion: Selecting Social Media Channels
I think the big Three at the moment are FB, Twitter and LinkedIn. There's no point being on a network by yourself… we use the big three but it's not cast in stone, if something does come up that seems useful to use, i think we will modify our strategy. we do keep our ear to the ground though. never know what might be next…
Posted by Sheldon Singh
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Group: Fans of Mashable
Discussion: Selecting Social Media Channels
Depends on highly on what your business is about, what are your customer networking habits, etc. As a general rule, yes, Twitter/FB/LinkedIn. However, say, if you sell or publish books, why not set foot on Skoob too? Niche social media may be as important for a social media strategy as the big three.
Posted by Thiago de Moraes Teixeira Leite
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Group: Fans of Mashable
Discussion: Selecting Social Media Channels
Interesting comments….I throw back the question in a different way: I just started working for an NGO in Latin America, and we say down here…we scratch the pot with fingernails…aka: few resources (people and $$) for too many projects. Hence, not enough time to focus on developing/ bringing solid content for social media Netwks. What do you recommend? twitter seems to lead the way. I am I mistaken? please comment!
Posted by Maria Virginia Fernandez de De Zabala
Maria,
From the top 3 (LinkedIn, Facebook, Twitter), LinkedIn works the best for us.
With LinkedIn you create business relationships, with Facebook and Twitter you create fans and followers. Read more about this here: https://www.compukol.com/blog/your-online-business-connections-quality-vs-quantity/ and here: https://www.compukol.com/blog/social-networking-connections-to-accept-or-not-that-is-the-question/
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Group: Fans of Mashable
Discussion: Selecting Social Media Channels
@Maria: For a NGO? Depends on what you want to reach through these channels. Other organizations and partners? LinkedIn. Raise the "awareness" around your topic/cause and organization? Twitter. But again, that's being as generic as one can be, without knowing any details or particularities of your projects.
Posted by Thiago de Moraes Teixeira Leite
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Group: Fans of Mashable
Discussion: Selecting Social Media Channels
Well, I work in a mobile app company. And I think that I should focus on blogging more then promote them on twitter and Facebook. Please tell me all, am I doing it the right way?
Posted by Priyanka Dey
Priyanka,
You need to do both, blogging and promoting your blogs. A blog without promotion is like opening a fancy casino in the dessert. Nobody will find it. You need to draw your readers to your blog and that is done by syndicating your blog article to all social media channels available.
Via LinkedIn Groups
Group: Fans of Mashable
Discussion: Selecting Social Media Channels
Blogging is definitely important if you are providing your users with relevant content. However, how do you draw your customers to read your blog or try your apps? That's where your social media comes in.
Posted by Thiago de Moraes Teixeira Leite
Via LinkedIn Groups
Group: Fans of Mashable
Discussion: Selecting Social Media Channels
Michael is right, you need to draw readers to your blog, the big 3 are imho a great way to do that.
Posted by sheila morris
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Group: Fans of Mashable
Discussion: Selecting Social Media Channels
Joining lots of forums and generally building up a rapport with others on the forums help too. Facebook has been great for our business, regular posts with a link to your content on your blog works really well and when someone clicks 'Like' on your articles it will allow all their friends to know about your blog.
Posted by Natasha J Gordon
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Group: Fans of Mashable
Discussion: Selecting Social Media Channels
Well, I have tried Twitter as a start and that's also a new account so I was wondering that do i need to have a big following or should i concentrate on following like minded ones?
Posted by Priyanka Dey
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Group: Fans of Mashable
Discussion: Selecting Social Media Channels
@ Priyanka The focus should not be on how many followers you have on Twitter or fans you have on Facebook. The focus needs to be on building meaningful relationships and having authentic conversations, exchanging information and ideas. It is about the quality of your fans and followers not the quantity. I think that we have a habit of "liking" and "following" topics or people on facebook and twitter. Are we truly invested and interested in everything we like or follow or does someone "like" a page and never look at it again.
Seth Godin says it best:
http://www.youtube.com/watch?v=OujgPgNCLvk&feature=related
http://www.youtube.com/watch?v=r0h0LlCu8Ks
http://sethgodin.typepad.com/
Posted by Max Weinstein
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Group: Fans of Mashable
Discussion: Selecting Social Media Channels
@ Priyanka this is one case where numbers can (and do) lie. What you really want, as @ Max said, is to develop relationships – quality conversations & interactions – with people. If you do that well, they will become your brand/product ambassador to their friends/followers/connections.
As for where to do it, you first need to find out where the people you want to reach hang out: is it on Twitter, Facebook, LinkedIn, or any of the many other social media platforms? Then you need to engage with them on their preferred platform(s). If you're on Twitter and your desired audience is on LinkedIn, for example, you most likely will not get the kind of interaction you're looking for.
Posted by Tracey Bymes
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Group: Fans of Mashable
Discussion: Selecting Social Media Channels
Regardless of the social media networks you choose to establish, the most important thing is keeping them current, building authentic relationships with your followers, and providing valuable and useful information.
Posted by Shadra Bruce
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Group: Fans of Mashable
Discussion: Selecting Social Media Channels
It really depends where your intended audience are already engaging with one another, but certainly the 'big 3' are always worth a look. Shandra makes a great point though about the importance of keeping your social media destinations current. Managing multiple profiles across several destinations can bring its own issues with regards to resource. Utilsing a third party client such as Tweetdeck or Hootsuite can help with this. Another great platform is Posterous, which allows you to update over 20 different desintations at the same time simply by sending an email.
Posted by Chris Davidson
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Group: Fans of Mashable
Discussion: Selecting Social Media Channels
Consider Social Media as an extension to a website or lack of one. Each should be posted uniquely and personal to its audience. This allows for creative use of anchor text and long tail keywords.
Posted by Lori Stammer
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Group: Fans of Mashable
Discussion: Selecting Social Media Channels
The common thread mentioned is keeping up with the social medias. I let the client review who their target market is then brainstorm who else it COULD be. Then we determine which ones to use.
Chris though the third party clients are good to help keep up with the postings there is one drawback. Each social media should be unique, a main reason to use them is to help with outbound linking and anchor texting – all part of the big SEO game. By having each social unique you keep it personal and can focus on long tail keywords.
Posted by Lori Stammer