1) Does it match my persona?
Every #SocialNetwork has a different set of users according to age, gender and demographics. In order to make sure that a particular network addresses the needs of your business and is beneficial for you, proper research is needed. For instance, according to research, 75% adults use Facebook and 25% use LinkedIn.
Just because a network is popular, doesn’t mean one should jump in and start using it. The important thing is to notice where your target market is and who you need to address through that social platform. If it does not match the persona of your business, it isn’t worth it. Every aspect of your business will have different social needs and every social network will have its own use for your business.
2) How beneficial is this than other accounts?
If you already have a strong social network with engaging users then you need to ask yourself if there is actually a need to start a new social platform to build the same kind of audience. Since that is time-consuming and will need a different approach and strategy, you should ask yourself if investing that much time and effort is fruitful and if you really have a different type of content for a different type of user base.
Making a new account for your company should be beneficial, not a stressful procedure that makes it an added burden.
3) Is it effective?
It’s important to choose a handle that represents and matches other handles of your social media. If you are inactive on that new account, which you have just created, then it can interfere with the online presence of your other accounts. Make sure that you create the right handle and you have the right amount of activity and frequency on all your #SocialMedia channels.
You also need to make sure that your team is up for some tedious tasks required to build an audience on the new social media channel that you have just created. Making a new account is time-consuming and requires consistency and persistence along with hard work.
4) Is it time-consuming?
This is the one that astonishes most people. When you start up a direct channel, your audience will interact and use it. Monitoring a #SocialNetwork is mandatory for a good brand knowledge. It can be trickier if your account is directly about promoting a product compared to a support channel that is there to help people.
People have different expectations associated with different social media channels. In order to determine what your audience wants, here is a general idea: 70% of people on Twitter require a faster response and 53% of them require a response within an hour or so. Even on Facebook there is a tab that represents how responsive you are and a delay in your response can actually hurt your brand’s reputation.
Social channels give people a way to connect to the brands in a faster way compared to emails and other communication channels.
5) How will I create my content strategy for it?
A proper social strategy is the most important yet time-consuming part of creating a channel. Strong and consistent content is what brings in views, interactions, share, likes and leads. A step by step strategy matching the needs of that #SocialMedia platform can bring in great results.
You need to make sure you have a fully planned strategy to follow in order to be consistent in your posting. Make sure that your newly created social accounts serve a different purpose than the rest. This means your content for each account should be unique and different.
6) How often should I post on it?
Consistency is the key when it comes to posting. Once you have your content strategy in order, make sure you are consistently updating your account and posting, in order to maintain a healthy engagement among your audience. Companies who are unable to keep up with one or all of their social media accounts give off an impression of being non-serious towards their audience and come off as unable to commit to the reputation of their own brand.
The number of posts that go out on your social platforms depends on the nature of your business and the type of account you post on. For instance, you can post 1 or 2 posts on Facebook and 5 or 6 on Twitter if not more. For quicker and quieter channels look into Instagram and snap chat where a call to action is not required but you can still build great relationships with your audience.
7) Will I be able to upscale it?
Social media is considered to be a free marketing platform in the world of digital marketing. Unfortunately, it’s not entirely true. In order to be noticed, considering the fact you are new on that social account, you have to spend a small amount in order to boost your posts and promote your content (also known as sponsored posts).
If you choose to invest in any of the social media platforms that you have just started with, you need to go through their terms and conditions and learn how a particular platform works. Every social media platform has a different way of handling paid ads and how they go about promoting your paid content. You should keep in mind the pros and cons of each platform’s paid advertisement and see if this will work for you or not.
8) How can I make it successful? What should be my goal?
When you’re starting any venture it’s important to ask yourself some basic questions as to whether this new initiative is valuable and what value will it bring to you and your business. Any new venture/platform that you would want to start takes time and effort and if it will not be fruitful enough then it’s better not to invest time, money, and energy in it.
9) Is spending time on social media more valuable compared to other marketing activities?
If the above questions are making you feel excited then you know you can start creating an account on this new social media platform. Creating an account takes a good amount of time which is obviously fruitful and worthwhile since it will pay off, provided you have a proper content strategy to post and market it.
In the end, it all depends on your ability and the efficiency of your team whether they can take on a new challenge and work on promoting content via another social media account with an existing one. If this seems like a tiresome job then you should avoid jumping into it but if this makes you feel charged up with millions of ideas floating in your head then you know this is an added benefit to your existing marketing routine.
To Your Best Online!
Ingrid Gee, Internet Marketing Consultant. Blue Dress® Marketing, an Internet Marketing Company headquartered in Knoxville, TN. Internet Marketing Developed, Implemented and Managed to Full Circle! Organic Internet Search Engine Guru. Turn Key Internet Optimization Programs Placing You Everywhere and Anywhere You Need to Be Online®