All Social Media Sites are not Created Equal

Communicators can make the mistake attempting touse all available social networks.  With new social networks created almost weekly, it’s becoming more difficult to know which ones to use and how to use them to achieve maximum impact.  But each network offers its users a different experience and a different type of audience.

Here are three tips that can help you save time, energy and help you reach your target audience.

Audience analysis

Look at the different social networks and find out which networks your target audience is using.  It’s much easier to go to them than it is for them to look for you.

Knowing which networks they use also will illustrate how they are using the network.  The network itself will often dictate how users engage.  For example, the Twitter and Facebook platforms are very different, and users engage with each other much differently.

Studying the habits of your target audience on each network will give you an excellent idea of how you can join the conversation and add value to their social networking experience.

Measure your ROI

There can be a considerable amount of time that you or you company spends engaging the target audience.  Make sure that it’s worth the effort.  Do “likes” on your Facebook page turn into sales on your website?  Is the reach of your Twitter audience generating leads or interest in your offering?  Are you being re-tweeted or ignored?

It’s important to know, analyze and measure your engagement and if each aspect of the social network strategy is meeting targets.  You do have pre-determined targets, don’t you?

Repurpose content

Writing quality content is time consuming. It’s more efficient and effective to write one piece for the company blog, then repurpose it for an e-newsletter, email blast, a dozen good tweets, and teasers on Google Plus, and contest on Facebook.

One well-written piece can achieve the desired results but only it is carefully crafted for each network that you or your company believes will have the biggest impact and farthest reach.



This entry was posted in Educational technologies, Post-Secondary Education. Bookmark the permalink.