Facebook, Twitter, Instagram, Pinterest, Periscope, Snapchat, Vine… In 2016, the social media platforms to choose from are endless. It is good to keep in mind that just because a platform exists, does not mean it is necessarily the best choice for your audience; you could actually be spreading yourself too thin. One common mistake a brand can make is opening up profiles on too many social media platforms and then not logging in regularly. Being non-responsive on a platform could make your audience feel alienated and make them think you are unreliable and not the No. 1 source for information.
Instead, you can take the safe route and only open accounts that you know you will be able to regularly update and log in to daily. But how do you make the choice?
First of all, it is useful to define your target audience and the demographics of your audience. If your company’s target audience is males ages 30 to 55, you can use that information to see which platforms your audience would be most likely to use. Now that you have identified your audience, you can consider eliminating platforms like Periscope, for example, where the average user age is 25 to 34. With numbers like that, Facebook will be one of the most efficient ways to not only communicate with, but also grow your audience. The fastest-growing demographic on Facebook is the 45- to 54-year-old audience and 63 percent of adults ages 50 to 64 use Facebook.
There is a lot to keep in mind when considering where your brand should invest its time on social media. A good start is to weigh the pros and cons of each platform, consider the goals you have for being on social media, and pick the platform that matches your brand’s personality and voice. One important thing to remember is that once you’ve made the decision as to which platform is the best fit, always be visible. Log in and respond to your online community each day, and be the number one source for information about your brand.
-Gina Howell is content creator at Milwaukee-based relationship marketing firm sosh.
