You’ve decided it’s time to create a new social media account for your company, but you’re not exactly sure where you should start. Whether you’re thinking about creating a LinkedIn Company Page, Twitter account, Instagram account or Facebook Page, you need to think about several factors before you dive in. Here are a few things to consider before you create a new social media account and push out your first message.
Identify your audience. Identify your target audience and determine who you want to reach. Most importantly, is your target audience on the platform you’re considering creating?
Spy on your competition. See if your competition is on the particular platform you’re interested in creating. If they are on a given platform, see who your competition is connecting with on that particular platform. Look at the different types of content they’re sharing. See what’s working well for your competition and what is not working as well. What types of content have the highest engagement?
Identify the content you’ll share. Ask yourself why people would want to follow you. What do you have to offer? Give them a reason to follow you by positioning yourself as the expert in your given industry. If you’re in the insurance industry, consider sharing tips, industry news, original visual content (such as infographics and photos from conferences), etc.
Frequency. Ask yourself if you and your team are able to devote enough time to another platform. How much time do you have to tweet/post on the new platform? Don’t set expectations too high, meaning, don’t plan to tweet three times a day, if you only have time to tweet a few times a week.
Ensure voice/tone is consistent. Be sure there’s a designated person tweeting and not several. This will ensure your tone is consistent throughout. Make sure your tone is appropriate for the industry you’re reaching out to.
Determine your end-goal and be realistic. Are you looking to increase traffic to your website? Consider sharing company news, blogs and other pages on your domain. Maybe you’re looking to create overall awareness for your company. Share company news while sprinkling in relevant industry news that will pertain to your audience.
Don’t try to tackle too many goals at once. Stick to a few until you’ve perfected your approach and go from there.
Those are just a few things to consider before you jump into creating a new social media account. Have anything to add? Comment below.