While we may frequently use social media for pleasure, we can sometimes be baffled on how to be relevant on social media for business.
Most people know they need to be on social media, and they feel the pressure, but they're overwhelmed with how much there is to do, and how many different platforms there are - and honestly, there are many options and way too much to do.
With Pinterest, Facebook, Twitter, Pinterest, Instagram, Periscope, Snapchat, Youtube, Clubhouse and more platforms created and retired by the season, it can quickly become a fool's errand to try and be everywhere all at once. It's a question I get all the time, "I don't have time to keep up with Twitter, Facebook, Instagram, Pinterest...
Businesses do not need to be everywhere; you need to be where it'll be the most impactful, and mainly - where it will make the most sense for your audience.
So, how do you know where to put your existing content or where you should start making content? How do you know where you should start building conversations and reaching customers?
Start by picking a few channels that make sense for you and your brand- but also can work with the existing resources you've allocated to marketing and advertising. If you're a visual brand with gorgeous products, or you have a designer that can create something visually compelling, you'd be better suited spending your resources on Instagram and Pinterest.
If your brand frequently updates with news and has a team that is skilled at responding in real-time to customer's feedback and thoughts- Twitter could be a quick win.
Conversely, if your brand seeks to connect with your audience on a more personal, conversational or educational way- experiment with YouTube videos.
Suppose something isn't working and your content is falling flat. In that case, you have two choices: experiment with a new platform or invest more resources into making better content and strategizing with purpose- but, you have to start focusing on social media as a tool for your business, and it's okay to start small.
Pick 1-2 social media channels your brand can focus on and really, rock with consistency. Start there and stay consistent.
So if you're feeling overwhelmed with social media, take a deep breath. You don't have to be everywhere, and in fact, your brand shouldn't be. As your business model focuses on its core competencies, your social media strategy should focus on its strengths as well, and build on successes instead of trying to replicate that success on all platforms simply because we feel the pressure to "be everywhere."