Even those marketers with exceptional social-network-savvy can struggle to keep up with the latest developments in leading social media. Acquisitions, new features and new platforms are a daily occurrence, and it can be easy to get lost in the sea of updates in the social world. Similarly, it can also be easy to lose sight of which are actually of benefit to your business.
The folks at Mashable, Zintro and Quantcast recently gathered research around the different benefits of leading social networks, and compiled them into a handy infographic that can provide a good foundation for your social strategy this year.
Here are some key takeaways from the infographic, and some of our own insight:
- Just because it's new and shiny doesn't necessarily mean that it's a good fit for your business. When you're developing your social strategy, always keep in mind who your target audience is, what social networks they're active in, and what kinds of content you'll be sharing. A good question to ask yourself is: what benefit would our prospects/customers find in visiting our Facebook page or following us on Twitter? If there isn't a clear answer to that, or your target market isn't active on Facebook or Twitter, you need to rethink your use of those platforms.
- Facebook is great for interacting on a more personal level, and it can also act as the "social hub" of your business, centralizing contact information, news, company history, etc. It's great for sharing blog posts, videos and photos, along with Q+A. The drawback? With so many "likes", it can be difficult to make authentic connections with your community.
- Twitter is used for very short news updates, keeping track of conversations about your brand or industry, and for finding new customers. It's "secret weapon" is that it's a prime tool for addressing customer service concerns in real-time. It's a great platform for sharing information of interest/ value to your audience, for finding people that are following topics in your industry, and for interacting one-on-one with followers.
- LinkedIn is best for showcasing professional accomplishments (including company wins and developments) and building connections with professionals in your industry. It's "secret weapon" is its Group feature, which lets you lead discussions and position yourself/ your organization as industry thought leaders.
- Google+ is best used for initiating conversations, and inviting specific people to them. It's unique ability to organize contacts into groups and target messages accordingly is its selling point for many. It's a good platform for sharing blog posts, and insight into your industry.
For more detail, check out the full infographic below.
In summary, our recommendation to you is to do your research before jumping onto a new social media platform. Being aware of the platform's unique strengths and weaknesses, along with your audience's social media habits, will arm your business for social success. It will also ensure that your internal resources are being marshalled to where they are needed most.
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Posted by Sue Ansell at May 16, 2012 5:15 AM
Categories: Sales and marketing SMB Social media Social networking