This post originally appeared on the Cielo blog.
It feels like a new social media network launches on an almost monthly basis, and as platforms come and go, you may be asked why your organization isn’t on a particular network yet. Does, “I saw Company X do something really interesting on Website Y; we need to do something like that!” sound familiar?
In this ever-changing world, it’s important to make sure you don’t suffer from “Shiny Object Syndrome” – creating a presence on the latest site just because it’s fancy and new. Social platforms should be assessed from a strategic perspective, not simply a trend perspective.
With that said, there are some questions to consider before diving into developing a full-fledged channel strategy:
1. Is our target audience on this particular platform?
If you’re trying to reach males age 50-65, you may not find a lot of value in starting a profile on Snapchat. A little research will go a long way in determining whether you’d be connecting with the right people.
2. What type of content does this audience expect to see in that particular space?
Let’s say you want to reach millennials, and you know they’re on Snapchat. That’s great, but what are they doing on there? If it’s sharing snippets of themselves on vacation or at a friend’s party, they may not want to connect with a potential employer on that channel.
3. Is our organization able to devote the appropriate amount of time and effort needed to manage this particular profile?
Creating a profile but not actively managing it creates a risky situation. Leaving it out in the open and unattended can turn it into a place where people go to have a conversation – one you’re not involved in.
Brands are increasing their digital marketing spend more and more, but there’s still only a limited amount of time and budget available. Therefore, you should always focus on the quality and value of the content you provide, not just the quantity of profiles you have in the digital world.
We may always want to focus on being part of the next big thing, but to really be successful, it’s important to identify the best network(s) on which to have a presence and focus on providing useful and engaging content for those audiences.