Using the Right Social Media for Your Business
In the business environment, the growing sentiment is “this social media thing isn’t going away, we ought to utilize it for our own benefit.”
Concerning small businesses, there are two likely scenarios. First, most employees are wearing more than one hat. Second, while the person designated to manage the company’s social media presence may know how to use a Facebook or a YouTube for personal use, they don’t have a true understanding of how to use it in a business sense.
There’s no shortage of platforms available. Some are more beneficial than others, depending on your business and your target audience. By doing the proper research on each social media platform, you can develop a good sense at which platforms is more likely to be worth the time and effort at utilizing.
Who is your target audience? Research into which social media platform is more likely to be used by your audience. Take, for example, Starbucks. While the demographics of Starbucks coffee and latte drinkers varies between young and old, Starbucks does has a vibrant youthful core of customers. These younger customers are also likely to be technology-savvy, making it far easier for Starbucks to create an active community via Facebook and Twitter.
It also helps that Starbucks offers a commodity that their customers are excited about. The same applies to Best Buy (customers anticipating their next large purchase — watching for a sweet deal on big screen televisions or tablets) or a company like UpperDeck (which targets enthused sports trading card collectors). A company such as Staples will have to utilize their social media a bit different, since most people don’t get too excited about purchasing office supplies.
While a company like Staples has a large group of Facebook and Twitter followers, the reasons for following such a company will be different than following a Starbucks. The type of interaction and overall environment will differ greatly.
One aspect Starbucks and Staples does have in common is they’re both marketing towards consumers. A manufacturer marketing to contractors is a far different animal altogether (business to business marketing).
Far too often, a business hotshots their social media strategy, and wonders six months later why they only have 14 followers — or 36 if their lucky. Depending on the business, there might not be much that can be done to increase the amount of followers on Facebook or Twitter. If that’s the case, then such company may be better off attempting a different social media platform.
For example, while the manufacturer of a silicone spray is unlikely to have a large Facebook following, that manufacturer may instead find it more useful to post an instructional video using their product to repair noisy garage door tracks. Any do-it-yourself challenged homeowner searching YouTube for “how to fix a garage door” will thank you! As the manufacturer, you’d especially be thankful when seeing increased traffic to your website coming from YouTube, and a surge in sales of your silicone spray.
Operation Technology can help build, or improve, your social media campaign! Contact us for more information. We would love to get to know you and your company!