Limiting your brand’s social presence to only the relevant platforms prevents overcommitting to sites that just aren’t worth the investment it takes to run them (more on that below).
The fact is, just because social media is free to use (not counting the ads), it isn’t free to run. A great social presence requires a considerable investment—one many brands aren’t ready for.
So if you’re considering a new social strategy for your brand, ask yourself these questions first.
What do I have to offer?
The 80/20 rule of social media (inform and entertain 80% of the time, self-promote 20% of the time) exists for a reason: it draws people in and keeps them there. What’s your 80%? What can you offer the world that ISN’T your product or service—but relates to it?
Is my target demographic even on this platform?
Only 7% of US adults over age 65 use Twitter—but 72% of teenagers use Instagram.1 Who are you trying to reach, and where do they go when they’re online? Researching where your target demographic spends their time can help you decide what platform to pursue—and if you should pursue it at all.
Do I have the resources?
Some platforms need multiple posts per day if a brand wants to stay relevant; some just need one post per week. Whatever the frequency, social media requires a constant, dedicated effort—not just to create content, but to respond to various interactions and constantly be on the lookout for opportunities to collaborate and engage. It takes a village to maintain a great social media presence:
However you forge ahead, keep in mind that “free to use” doesn’t mean free to succeed. Successful brands on social media have invested time and talent into their platforms—and it’s worth considering if your brand is ready to do the same.