Tue, Nov 20, 2012 @ 03:27 PM
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From a content point of view, we’ve covered what content will be used (Step 6), how it will be created, curated or commented on (Step 7) and now need to define ‘where’ it will be used. Most people take this step as Step 1 of creating a social media plan. Ever heard anyone say, “Let’s get a Facebook page!”, without ever considering what the implications are for the business, what type of content will be featured and why it will actually be useful?
There are several different options for platforms out there that will appeal to you depending on the business you are in. As a general rule of thumb, regardless of whether you are B2B or B2C, start with a blog (see reasons below). From there, if you are B2C, Facebook is next and if your are B2B – go with LinkedIN. After that, I recommend incorporating Twitter, YouTube, Pinterest, TripAdvisor, Google+ and Yelp as additions, depending on the industry you are in.
Here is a quick run down on the top social media platforms and why they might be valuable or useful to you. Before taking a look, download our FREE Social Media Strategy Template (EXCEL) so that you can record the platforms you would like to focus on and most importantly, ‘WHY’ you are investing there.
Blog
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Many don’t think immediately of a blog when they are thinking of social platforms, but this should actually be where you start as this is the ONLY major social media asset that you can actually own. A blog on your website will serve as the foundation for all content that you create and ultimately will be the asset that drives long term success for your business from an organic traffic point of view. Social media platforms like Facebook, Twitter and YouTube are really just rented space on someone else’s land. This doesn’t mean they are not incredibly important, it just means you always need a place where you are investing in the long term as well. The blog on your website is just that. Each dollar that you put against quality content on your blog will see return for weeks, months and years to come.
I’m not going to do a robust review of blogging/content management platforms in this post, but some of the top ones include, WordPress, Blogger and Joomla or for full marketing management platforms that include blogging modules, look to options like HubSpot, Marketo or Eloqua.
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You can’t argue with the dominance of this platform from a pure reach and penetration point of view. If you want to reach the widest segement of the population, Facebook is going to be your ‘go-to’, especially when it relates to B2C.
Key Benefits:
The go-to bet for B2C
Widest reaching social platform
Highly sophisticated advertising platform
Robust platform for businesses with excellent analytics and management tools
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LinkedIN has had some significant momentum over recent months and has been crowned the champion for lead generation amongts B2B businesses over any other social network. There is a very different mindset here versus other platforms as most are not there for entertainment rather they are there to expand their own careers. Approach this platform very differently from Facebook. It is all about 1 to 1 relationships and leveraging the power of personal networks in collaboration with a business page.
Key Benefits:
The go-to network for B2B
Highly target advertising platform for professional firms
Business mindset versus entertainment mindset
Robust tool-set for leveraging social media across marketing and HR
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I recommend every company who is willing to invest in social, to invest in Twitter. Think of it as your own private news channel. If you have something to say and you want to say it quickly, Twitter is by far the best choice. What is perhaps of biggest risk, is NOT having a Twitter account. There are so many conversations happening in the ‘twittersphere’ these days on pretty much every topic and if a crisis hits and you don’t have a platform to speak from and rectify the situation, the crisis will only get worse.
Key Benefits:
Your own private news channel where you control the message
Very wide reach with narrow niches
The best line of defense in a crisis
YouTube
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YouTube is the second biggest search engine in the world and if you create content to connect with your prospects, fans and customers on this platform – you will almost certainly gain increased visibility within the industry that you operate. The web is becoming increasingly visual and media like video and photos will only become more important in the future. Don’t worry if you can’t go for high-production value, most people are more interested in quality information than high-production value. This network is especially important for businesses who have a product that is difficult to understand without seeing it and experiencing it live. (hint: if you are in the hospitality industry – this one is a no brainer).
Key Benefits:
Huge targeted reach as the second biggest search engine
Perfect for businesses that need to visually explain their products/services
The web is getting more visual and less text-based, so embrace photos and videos
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One of the newest kids on the block is Pinterest. As mentioned above, the web is becoming increasingly visual and the explosive growth of Pinterest is a great example of that. Pinterest will be of most value to those that have several products or services that can be shown using photos. These are not the only ones that can have success using Pinterest though. This platform allows you to express yourself and your business using pictures instead of words, which is often easier for people to do than to try and eloquently write it.
Key Benefits:
Perfect for businesses that need to show many products and services
Proliferates your products/services visually through your industry
The future of the web is more visual than text-based, so jump on it.
Google+
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There is much debate about the value of Google+ as engagement remains relatively low, even though user base is huge. I’m a firm believer in Google+, but you can’t think of it in the exact same way as Facebook and LinkedIN. Think of it as a backbone to the Google services. Google is the biggest search engine in the world and Google services are used by millions of people everyday, including Gmail, Google Maps, YouTube, Google Drive and Android on mobile. Ignoring Google+ is like ignoring all of these platforms. If you are getting into social media, create a Google+ account for your business, because at the very least it is going to act as a social listing for Google amongst all of the other services. Depending on your industry, you may find that you really, really love Google+ as it certainly has some interesting perks – including Google+ hangouts and Google Drive/Docs as an internal social network.
Key Benefits:
Google is the biggest force on the web. Don’t ignore Google.
Google+ connects with many great Google services and makes them even better
Google+ Hangouts are really cool. Experiment with them.
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Instagram was recently purchased by Facebook and is now playing the role of Facebook’s ‘Pinterest Fighter ‘. As noted earlier, the visual web is crucial and when combined with mobile – it is almost certainly going to be a dominant force. Think of Instagram like Twitter using a filtered photo instead of 140 characters. Instagram will be an important player in the future, since it is backed by Facebook, but if you are looking for a network to stay out of the game with for a little bit, I’d recommend to hold on this one.
Key Benefits:
Very strong in mobile
Think of it like a visual twitter. Great for capturing timely events.
TripAdvisor
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If you are in the hospitality industry, you are likely already very familiar with this platform. What you may not be familiar with is the robustness of the tool and the incredible importance it plays with your business. Do NOT ignore this platform. Take control of your profile and respond to each and every one of the comments on it. Make sure there are great photos posted and if there are poor reviews, jump in and use it as an opportunity for service recovery.
Key Benefits:
The go-to network for the hospitality industry
The reviews are very powerful. Listen and respond to them honestly
Other networks for local businesses to consider, include Yelp, Foursquare while B2B companies may be more interested in platforms like SlideShare.
No matter which platforms you select, remember they are merely tools. Just because a carpenter has a great hammer doesn’t mean he is going to build great houses OR have a great business. Great, compelling, purpose-driven content is at the heart of business success in social media. Download or FREE Social Media Strategy Template to help you record your social media platform mix.
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