Social Media Marketing is fast becoming mainstream. Facebook, Twitter, LinkedIn, Youtube, Blogs and many more: there are plenty of social media channels out there. The first instinct for most of the marketers or social media managers, that are just getting started, would be to create a presence in as many social media channels as possible. But is that the right strategy?
Managing your presence on all possible social media channels would be a herculean task given that a new one springs up every couple of months. First there was QnA sites like Quora and FormSpring and now all of a sudden Pinterest and Instagram are getting popular. So if you don’t want to spend time keeping up-to-date on which new channels are getting popular and then creating presence on these new channels, you could just choose the most effective ones for your business and concentrate all your efforts on those few channels.
To pick the right social media channels for your business, it is important to understand where your prospective customers spend their time and what social channels likely influence their buying behaviour.
This can be done by:
1. Listening to understand where your target customers hang out – do they spend more time on Twitter or Facebook or maybe even a specific forum dedicated to your market?
2. Monitoring your competition to understand where they seem to spend majority of their marketing efforts
By using social media monitoring tools to monitor your market and competition you get a better understanding of which channels generate a majority of conversations. Once you understand the most popular social channels for your business, it should be easy to concentrate on your online marketing efforts.