by Christena Garduno, chief executive officer of Media Culture
When selecting a tool for your brand, there are many excellent alternatives and so many incredible, time-saving capabilities that it’s challenging to determine which one is best for you. Each tool has its advantages, and there is no one-size-fits-all solution.
Therefore, how can you choose which one is the most appropriate match for you? Here are a few helpful hints.
Determine your audience
When selecting a social media tool, the audience is vitally critical. If your audience isn’t engaged, nothing else counts, not even the channel’s size. Diverse groups gravitate toward distinct channels and media platforms. It is critical to ascertain the locations of your target audience, your ideal clients. The majority of social media platforms have native audience intelligence tools that may assist you in determining who utilizes a particular platform.
You cannot develop material on social media that will connect with everyone, but it should elicit interaction from your target demographic. By finding the websites your audience visits and segmenting them, you can give them relevant material that will resonate. As a result, it is not recommended to pick a platform your audience does not operate.
Define your campaign’s goals
Once you’ve identified your audience, you’ll need to outline campaign objectives. When selecting the best social media platform for your company, consider how effectively it will accomplish your campaign goals. As a company owner, your primary objective is likely to increase revenue via customer acquisition — yet there are other innovative uses for social media.
While some organizations use social media to increase brand awareness and build positive connections with prospective customers, others utilize it for customer service. When developing your social media objectives, make a list of common and uncommon ways social media might benefit your company.
Consider the type of content you want to post
There are some sorts of material that perform better on each social site than others. To develop an effective social media strategy, you must analyze the material you post most often and what works best for your company. Have you previously created photographs, short movies, or blog posts? Each platform is optimized for a certain type of content, so the route of least resistance may be to let your current content direct you to the platform that makes sharing it the simplest.
Consider analytical and reporting capabilities
If you often need comprehensive reports, certain tools provide more extensive reporting features and maybe a good choice. For many businesses, though, just being able to see the interaction they get from specific posts – and the growth of their account over time – is sufficient. It is critical to track the performance of the material. Social analytics provide a glimpse of the performance of a whole social program across all channels. This enables optimization in real-time.
Christena Garduno is chief executive officer of Media Culture, a multichannel brand response media agency that drives growth for global clients with innovative and performance-driven media campaigns. She is a member of Forbes Agency Council.