It seems that almost every day we hear about a new social media tool or network that has been added to the mix. The latest one to really make a splash is Pinterest. This highly visual site has received attention from marketers due to the fact the site gets over 10 million unique visitors per month. However, how do you decide if your company should get a Pinterest account? What about Google+, Facebook, LinkedIn, and Twitter? Should you get them all or should you be selective?
There are a few things to consider when deciding what social media platforms to engage in.
- Do you have a full-time social media marketing staff member?
- Do you have budget that would allow someone on your team (or hire someone externally) to spend more time on social media marketing?
In part, the resources you have available will dictate how many playgrounds you can play in. If you are unable to have a team member that spends a significant amount of time on social media, you should consider investing time in just a few of the social networks rather than all of them. It’s better to have a few strong networks than many weak networks.
- Does your target audience have a heavy skew in an industry, job type, or gender?
- Is your business B2B or B2C?
Not all social media networks have the same audience. For instance, Google+ is used predominantly by males, whereas Pinterest has a significantly higher female userbase. LinkedIn is more suited for a B2B audience compared to Facebook, which is excellent for B2C. This isn’t to say you should judge solely by these characteristics, but you should identify your target market, find out where they play, and migrate there.
- Are you looking for more referral traffic to your website?
- Is a main concern increasing your SEO?
- Do you want to engage in conversations with your audience?
Again, each social media network serves a slightly different function. Google+ can be beneficial for organic searches. The connections you have on Google+ will impact the search results people see when they search for industry-specific keywords and how they consume information. If improving your SEO is a major goal, you’d be better to use Google+ than Twitter, for example.
Pinterest and Facebook have proven to be the best referral sites for bringing visitors to your website. Twitter is an excellent way to connect with your audience and show a human face to your company.
No matter which network(s) you use, make sure your brand personality comes across as authentic.
Don’t forget about analytics
Your analytics will tell the true picture of how well your social media efforts are doing. Use them to review what networks bring you the most traffic and leads.
Are you equipped with marketing software that enables you to do closed-loop reporting? Don’t focus too much on the quantity of the traffic without getting insight into its quality. If you aren’t sure how to enable closed-loop reporting, get in touch with us!
ps. To find out more on if Pinterest is right for your company, download our FREE Guide How to use Pinterest for Business!