Performing at 100% in one area is better than performing at 50% in two. In a perfect world, we would all work at full capacity, achieve any goal we wanted every single time, and dominate every field. But it’s not a perfect world, and no matter how lofty our intentions, we often can’t execute numerous objectives at the same time. There are so many routes to take, but only so much time. The same holds true in social media. Sometimes it’s necessary to disengage for a moment from your multiple social platforms and consider which site your business should be utilizing to its max potential.
Choices to make in social media
Choose the social platform that contains your biggest market.
Don’t misinterpret this point. The social platform on which you have the most Followers or Fans may not necessarily be where your market is. Are most of your Fans made up of friends and family members? If so, does this group need your product or service? If they don’t, then they are not your market. Find where your market is and focus your efforts there.
Fix mistakes on your chosen social network.
Your first priority is for visits to your Page to be as seamless as possible. Are your “About” sections complete and informative? Do you have all profile photos branded to your company so there’s no confusion regarding what business the Page represents? Do you have regular posts with high quality content that is valuable to your audience? Are your posts diverse and compelling? Do they promote engagement from others by including a clear call to action? Do you respond to others when they engage with your content? Do you thank them for Retweets or acknowledge their comments? Do you address any concerns visitors have? There should be no hiccups or extra searching. Your goal is for visitors to check out your Page, scroll through your posts, and view your different sections with ease.
Highlight your strengths on your selected social site.
Fixing mistakes is necessary, but to really set yourself apart, you must excel in some areas too. What is your differential advantage: the feature that makes your business unique? What makes your social media market respond with interest in your product? Is it pretty graphics, jokes, inspirational quotes, videos, questions, contests, informative articles, tips, seasonal specials, how-to tutorials, etc.? Find the type of post that hits home with your market and use plenty of it. Of course, vary other types throughout for a refreshing assortment, but hone in on your influential posts and make them work wonders for you.
Help your market find its way to you with content that hits home!
Once you learn one social network, you can then follow the same process on other sites. Keep in mind that platforms are very different from each other, but the system of experimentally learning what your audience values is the same. Research the type and number of posts that work well on your particular platform. Create a schedule of what type of posts should be distributed at what times throughout the day or week. On a weekly basis, brainstorm on a list of posts your audience would enjoy. Publish them on social media. Experiment with the posting time. See what response you get. Repeat!