There’s an old expression that says, “Don’t put all your eggs in one basket.” In terms of your company’s outreach strategy, this expression could read, “Don’t invest all of your marketing time and dollars in one social media platform” (a little less catchy, we know). The key here is diversity.
Ask yourself this: If Facebook shut down tomorrow, would you still retain a high level of engagement with customers? Would your profits still be high?
A lot of people learn early on from webinars, articles, white papers, and a host of other sources that Facebook is essential to their company’s success. While it’s true that Facebook is an invaluable marketing tool, relying solely on that social media platform for all of your customer engagement would be a mistake. Just as relying solely on Twitter, or your blog, or Flickr, would also be a mistake.
Focus on creating a solid, flexible social media program that does not draw all its strength from one platform, and weave together a comprehensive social media presence through that focus. Social sites have different purposes, and your business can take advantage of them: use Twitter for customer support and to make quick announcements about what’s new at your company. Post short bursts of eye-catching content to draw viewers to your profile. Leverage your blog to share helpful tips and industry news, and to help customers understand your products and services better. Set up an email list and get in the habit of writing to customers about once a month to establish a firm relationship and get them accustomed to hearing from you (and hopefully buying from you) via email.
This doesn’t mean you need to rush out and sign up for every social media site you possibly can – if you overload yourself and your employees, you will under represent yourself on each site, instead of excelling in a select number of sites. So choose the social platforms that best help you tell your brand’s story and engage with customers, and go to work!