Who would have thought that the digital age would usher in a new form of communication — social media? Today it is nearly impossible for small businesses to survive without the Internet and a social presence.
There are multiple social media platforms and each contains unique features and benefits. For example if you:
- Own an entertainment industry related business, Facebook, YouTube and Instagram are likely choices given their reach and video-friendly environment.
- Operate a marketing consultancy, Twitter provides the perfect social platform to share fast and quick content.
- Are a fashion designer, artist, or retailer Pinterest and Instagram are beneficial due to their photo-sharing capabilities.
While it is important for small businesses to have a social presence, choosing the right social media platform suitable for your niche is equally as important.
Data Informed Social Media Strategies
What is the best way to determine which social media platforms are the best tools for your small business? I won’t suggest that you act on your instincts or simply stick to one platform that is easy to use. The best social media decisions, instead, are backed up by solid data.
Here are three simple ways to collect data that will better inform your social media strategy:
Follow the big fish.
This is not always a wise option, but if you compete in an industry with key companies that target a similar audience it is good to see what they are doing in social media. Review the social media platforms where they are most active and observe the types of posts that work best for them. Utilize social media monitoring tools and dashboards to monitor content across Twitter, Facebook, YouTube, Instagram, Tumblr, and more. Then benchmark your activity against your competitors, learn which demographics are the most active, and track content performance.
Consider demographic profiles.
When choosing a social media platform to engage your audience, consider the types of people they attract. For instance, it’s well-known that Pinterest’s user base largely consists of women under 50 while Tumblr attracts a younger audience. The demographics of a social media platform should match your target audience objectives.
Deploy customer surveys.
Develop custom tailored surveys with survey tools like Survey Monkey, FluidSurveys, Survey Crest, and KwikSurveys to decipher the preferred social media networks of your customers. The key is to keep surveys brief — one or two simple questions — and share them across your online communities.
Armed with actionable data, you can decide which social media platforms resonate with your audience and work best for your small business.
Dani Zehra is an SEO strategist and a passionate blogger. She likes to write about digital marketing and its different tactics can help businesses grow.
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