January 20, 2014 - Comments Off on Which social channel is the best for you and your audience?

Which social channel is the best for you and your audience?

Twitter, Facebook, Vine, Snapchat, Instagram, Pinterest, YouTube, Tumblr…. the list of social media channels is endless and it just keeps getting longer. New social channels are popping up all over place as there’s now increasing pressure to be part of the online social community. But with the list of growing platforms to choose from, which is the best for your brand and audience?

Before you sign up to every social media craze under the sun, it may be worth considering the following:

  • Which social channels are my audience using?

Different demographics are using social differently, therefore it’s only necessary to be using platforms which are relevant to the people that you want to be talking to. Understanding your target audience will help you choose which social channel(s) to focus your energy on. Take Facebook for example. Recent research has shown that teens are spending less time using Facebook, with usage levels dropping by 56% in the third quarter of 2013 – not surprising when mums and dads are all over it as well. This means that if you’re targeting teenagers it may not be wise to put all your efforts into Facebook, but look at other social channels instead. Take Instagram, for example, as 23% of teens consider it to be their favourite social media network. Alternatively, if your target market is men over the age of 50, then there may be no need for you to consider Pinterest in your social strategy, since it’s generally used by middle aged women.

  • Which social channels are my competitors using?

Looking at your major competitors and seeing where they are engaging online will give you a good idea as to where you should be too. If there’s a common pattern in which channels they are using, this may be a good indicator of how effective that channel is. Ask yourself, where are my competitors spending the most time on building their profiles? Where are my competitors seeing the most engagement?

  • What resource do I have available?

Another question you should be mulling over is ‘do I have the time and resource available to be using this platform?’ If you only have a certain amount of time to dedicate to your social activity, don’t spread yourself too thinly and focus on building a couple of really effective profiles. Spending time on building an engaging and influential primary social media profile is much more worthwhile than creating multiple sub-average profiles that you can’t dedicate yourself to properly. It’s that age old saying: ‘quality over quantity’. It may also be worth considering external help.

  • Is it right for my brand?

Not every social media platform is going to sit well with every brand and it’s important not to forget this when the new ‘up and coming’ platform emerges. Don’t feel pressured to be part of every community just because it may seem as though everyone else is. On the flip side, it’s important to remember to evolve with developing technologies for potential opportunities. Consider which platforms are right for your audience and your aims but don’t forget that it all comes down to one thing… your brand truth.