Social Media Isn’t an “Either-Or” Game

Written by Nick Stamoulis

In a recent article on ClickZ titled “How to Launch Your B2B Social Media Presence: A 30-Day Plan”, author Kristen Kovner had the following to say regarding where businesses should be posting:

There are myriad social channels, and experts will tell you it’s not an “either-or” game but a “yes, and” game.

Basically what this means is that it’s not a choice. You shouldn’t be active on Facebook OR Twitter (B2Cs) or Twitter OR LinkedIn (B2Bs). You should be active on Facebook AND Twitter AND LinkedIn in addition to others. This is because your target audience members have different preferences. No matter what industry or niche you are in, your target audience is probably using Facebook. But maybe they only use it for personal use to keep in touch with friends and family members. Twitter has a large user base, but maybe it’s being used primarily as a source of news and entertainment. Maybe LinkedIn is only being used as an online resume and job search tool. You never know how all of your target audience members are using social media, which is why it’s important to have all of your bases covered.

In addition to the “Big 3”, it’s important to also branch out to other popular channels. For example, Instagram now has more active users than Twitter. It’s a channel that shouldn’t be ignored for companies that have something visually appealing to share. The same goes for Pinterest. And of course, let’s not forget about video sharing sites like YouTube and Vimeo. Some people are visual learners and would much rather watch a video instructing them on how to do something rather than read an article or blog post. YouTube is the second most popular search engine for a reason. Then there’s Google+. Its importance has been called into question however what we know for sure is that it’s Google’s product. As Google is the King of Search, its products should never be ignored.

In the realm of social media is also social bookmarking. The purpose of sharing content on social bookmarking sites is to introduce your content (and website) to others with related tastes and generate traffic and links. The top social bookmarking sites today are Reddit and StumbleUpon.

As a part of a well-rounded social media strategy, it’s also important to look for niche social networking opportunities. These opportunities are more plentiful in certain industries, but it can’t hurt to do some digging and research. What’s great about these communities is that you know you are speaking to likeminded people.

If this sounds like a lot of work, you’re right- it is. We’re not going to sugar coat it. Having an active presence on multiple social media sites takes time and effort. It’s important to understand your own limitations. If time and resources are limited, you must select the top social networks to spend your time on, but remember that this means that your opportunities are also limited. If possible, consider investing more in your social media strategy to expand your reach.

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