Why your business doesn’t need to be on *every* social media channel.

 In Society State

How many social media channels is your business currently on? One, two, three or more?

Society State is currently active on two, but have signed up to four. Did you notice that I made a point of the word *active*. Yes I may be signed up to four social media channels, but I am only consistently posting (and engaging) on two social media channels – Facebook and Instagram.

Why is this the case? While I am in the early stages of building my business, it’s important to focus on just a couple of social media channels to grow – and focus on where my community hangs out.

Right now, I’m also in the midst of adding a third social channel to the mix, LinkedIn for networking and business opportunities and drive traffic to my new website & these blog posts. Even though I have added a third to focus on, I am being careful to continue to post to my other channels and remain consistent on those. After all, I don’t want to forget about the community I’ve built elsewhere.

I can see your mind ticking over now, so I’ve put together a mini Q & A to help you figure out what social media channels you need to be on and how to decide.

How many social media channels does my business need to be on?

“By trying to grab fulfillment everywhere, we find it nowhere” – Elisabeth Elliot

That quote rings true for social media and your business. You simply can’t be *everywhere*. For small to medium businesses, it’s too time consuming to be on as many social media channels as you can, just because you think you have to! If you’re a one-man show, it takes time to be consistently engaging and posting regular, relevant content.

If anything, my advice is to start with 1-2 social media channels and nail them before you consider adding any other social media channels in.

How do I decide which channels my business should be on?

OK. There’’s a two pronged approach to looking at this. My first suggestion would be to have a look at your google analytics and look at your referral traffic – especially social – and see which social media platforms are driving traffic to your website. This will help your establish what channels you should be on – and which should be your highest priority/ focus.

Step one (after you’ve done your website research) is to then have a think about where your ideal customer lives and go chat to them there. If they’re posting live from your events – they’re probably on twitter, Instagram Stories, Snapchat or Instagram (sharing your event using a hashtag). If they’re stay-at-home / small-biz owner mums – you can bet they’ll be linked up to some kind of support group on Facebook, small business owners too love entrepreneur Facebook Groups, and groups on LinkedIn.

If you’ve got a product based business that suits being on Pinterest (fashion), or a creative business (Interior Designer or Architect) – these types of business are perfect for Pinterest, and will help drive traffic to your website because people are searching for ideas, inspiration and products.

How do I post to these channels and how often?

The next step is to then choose 2-3 social media channels to focus and do them well. What does that look like? Think of your 5-W’s – Who, What, When, Where and Why and relate that to your posting.

Who? Who are you connecting with and talking to? Are they fans, your customers, potential clients. This will help you determine things like language, content style and type as well as posting frequency.

What? This is your content, what are you going to write/ talk about? What types of content are you going to post(text, images, video’s, GIFs, blog posts etc), how do you sound, what does your business/ brand represent, what language do you use?

Bonus tip: Be engaging, relevant, interesting & show up daily. Mix up your content and be relatable.

When? It comes down to time (time of day and days you post content), frequency (how often you post) and also seasonality. The time of year is vital to your business – whether you’re service or product based – seasonality affects buyer behaviour and purchases/ hiring.

Why? What are your business, and marketing goals. Because this is ultimately where your social media journey should start. Ultimately you shouldn’t be on social media because you feel you have to, or Martha down the road is on Instagram – well should you.

What does success look like on social media?

This is the third and final step – metrics and measurement. Reporting your growth and success, monitoring your analytics, engagement rates, your reach.

Ultimately your measurement metrics should focus on aligning with your marketing goals to determine if you’re succeeding.

Now, I’d love to hear from you. What channels are you going to swap, ditch or add in after thinking through the above?

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