We talk all the time here on the Devumi Blog about how to make certain social channels work for your business, increase your followers, get more views, and better your investment in social media marketing.
Something that we don’t touch on enough is how to choose a social media platform for your marketing style. This article will look at six points that you can consider while choosing the best platform for your style of marketing so that you feel comfortable in your voice and certain that you’ll succeed.
I will also be providing examples throughout the article for you to learn from first hand!
6 things to think about as you choose a social media marketing platform
Begin with your strengths when you first choose a social media platform
Each social media platform will require different communication strengths. You may not be a jack of all trades, but you are likely better at using one social media platform than others. Pick this one and understand the intricacies of it before starting on another social media platform. For help choosing, consider this:
- Twitter is best for those who love sending out short, frequent messages
- Facebook’s lengthier posts also lend themselves well to pictures
- YouTube is all about the face to face time with a camera and your audience, be comfortable in front of a camera
- Vimeo is almost exclusively filled with content where the creators step behind the camera and direct thoughtful pieces of content
- Pinterest is for those who enjoy crafting intricate webs of connected content
- SoundCloud is YouTube without video, if you were a radio DJ in a past life it is for you
- Instagram is all about capturing images, shutterbugs with smartphones thrive on this platform
Somewhere amongst all that is a place you fit in perfectly already. Get involved, get learning, and then move on to the next platform.
How are you comfortable exposing your personal story?
Social media marketing isn’t all about boasting about your biggest success. Your best posts often come from when you present an honest face, and allow people to see how things really are. Choosing a social platform that allows you to do this in a way you’re comfortable with, and that best suits your business, will allow you to present a face to the public that they’ll find real and honest.
If you can’t say these things easily in video, use text. If you’re awkward in writing, try audio. If an image really does say 1000 words for you, Instagram it. Find your most honest way to express yourself, and you’ll soon find yourself getting even more YouTube views than our views service could provide!
What conversation strengths do you bring to the table?
As you should well know, social media marketing isn’t about marketing, it’s about being social. The thing about conversations online is that they’re not so much about the give and take where you can be interrupted mid-sentence like face to face conversations, they’re more like mini-speeches you present to people.
This gives you time to think about what you’re going to say, there’s no rush to immediately blurt out the first thought which comes to your mind.
The social media platform you choose will help you play to this strength if you choose the right one. Twitter is more immediate, Facebook gives you more time, YouTube video can be prepared hours in advanced, Instagram can range from heavily arranged photo shoots to spontaneous snaps.
— KONAMI Europe (@konamieu) September 19, 2014
Which social media platform allows you the best chance to tell your story?
We are all hardwired to listen to stories, it’s why we give so much credit to customer reviews. We believe people more than we believe statistics. Likewise, we believe brands that behave more like people than corporations.
A great example of this is Charmin’s Tweets from the seat hashtag. Nothing says ‘human’ like bathroom talk. They don’t focus on how many plies their toilet paper has, or how many households use it, they focus on being a person who needs to use toilet paper!
In your brand story, make sure that you have a relatable ‘narrator,’ such as a brand spokesperson or just a consistent voice. Have conflicts, turning points, and resolutions. Even ones as simple as panicking over needing a fresh roll of toilet paper work!
— Charmin (@Charmin) September 4, 2014
Be aware of what each social signal is telling you
Each social media platform that you can choose has different social signals. Likes, shares, and comments are the most common. Each one will tell you a different thing about how your audience is reacting to your content.
Likes = they enjoyed your content, but had nothing to add.
Shares = they liked your content so much they wanted friends to hear about it.
Comments = they liked your content enough to want to learn more, or offer an opinion.
Think about what your goals are with the social media platform you’re choosing. Getting shares is great, but more interaction can build trust in your social profile as you communicate with your users.
Try to talk like you’re talking to a friend…or at least a real person
Do not fall into marketing speak, business jargon, or any other kind of specialized language that isn’t readily understood. You’re not talking to your shareholders, the marketing team, or people with intimate knowledge of your business.
You’re talking to fans, friends, and people who don’t want another commercial shoved in their face and this has to be a factor as you choose a social media platform.
Mountain Dew do a great job of this. They want to speak to a youth market, they have created a voice for it, and frequently post stuff that makes you feel like one of their goofy buddies. Not everyone wants to have a bunch of goofy buddies on their social media platform, but we all want friends.
Choose a social media platform for your business carefully
When you have to choose a social media platform, it can be a challenge as you make the move from casual user, to one looking to market their business. Remember to analyze your strengths as a communicator, a storyteller, and a friendly voice amidst the 1s and 0s of the social web.
Above all else, choose a social media platform that allows you to speak like a person, not a marketing message. Brands have to be personal, and you have to be personal in your messages to accomplish that goal.
Now, speaking of brands that tell a story on their social media…
Thinker photo by Brian on Flickr.