There is such thing as being on too many social media platforms.
When new platforms are introduced, too often companies and brands feel the need to jump on the “exciting new platform” bandwagon. By the time agencies like ours are called in, we find important research, including audience and competitive analysis, wasn’t done. If you don’t have the advantage of working with a public relations agency to help establish or advance your social media strategy, at least ask the following questions before adding yet another new social platform to your list of things to manage.
Before you decide to jump on another platform, ask yourself these important questions:
- Is my audience on the platform I’m thinking about joining?
- Will my audience be receptive to the new platform I’m thinking about joining?
- Does it make sense for me to join the new platform? (For example, if you’re thinking about setting up a Pinterest account, but you do not have any visual content to share, it probably does not make sense to join yet.)
- Do I have relevant and interesting content to post? Will others view my content and will it be shareable?
- Do I have the extra time and resources to devote to this new platform? Take into account how long it will take to set up, the cost of the graphics for the platform, daily monitoring, creating valuable content, etc.
- If I create a new account will I be “present?” Sometimes companies create an account and then forget about it or they simply don’t have the time. Having an account where you’re invisible may not send the right message about your company. Don’t be a robot. Be present.
You don’t need to be on every social media platform to succeed at social media. Sometimes less is more.
If you do not have the resources, time or your audience is not on a certain social outlet, it does not always make sense to be on that platform. It’s better to invest your time on a few social platforms that make sense for your business rather than being on several platforms where you’re not able to devote your the time.
Which platforms make the most sense for your business? Have you had more success on some platforms versus others?