In this era of influence via social media, nobody wants to be left behind. Still, using all the available platforms can seem overwhelming. Is it necessary?
The answer is “yes” and “no” — it depends on your goals. Defining those goals and objectives is the first step. One size does not fit all.
Large corporations and Internet marketers really should be using all four of these platforms, and more. Why? Because using social media affords an opportunity to get out messages about one’s products and services, certainly, but it also provides an equally important chance to listen — to opinions about products/services, to potential and existing customers’ preferences and expressed needs, and to competitors. Constant and consistent engagement is essential.
What about smaller enterprises, the typical “small business”? Yes, it’s still important, but not necessarily at the level of a large corporation or a business dependent entirely, or mostly, on Internet marketing. Using each of these platforms can increase your exposure and your connections, and also allow you an important glimpse at customer preferences and competitors’ actions. Your blog, and the research behind it, can provide much of the fodder for social media postings. Which social media outlet to use depends on the business and its goals, with Twitter and Facebook most important for most small businesses.
What about research groups at universities or think tanks? Yes, these platforms are an excellent way to get out the news about the latest research, activities and kudos. They also offer a means for building and maintaining networks of contacts that can prove invaluable in expanding opportunities. In most cases, Twitter and LinkedIn make the most sense, since Twitter can reach virtually everyone and LinkedIn is the professional online networking connection.
What about non-profit groups? Larger organizations — those that are national (or international) and well-established — benefit from adopting a broad approach similar to that of large corporations. Smaller groups’ needs vary, depending on their focus and objectives. A local philanthropic organization, for example, likely would find a Facebook page to be very useful, both for internal communication and to publicize fundraising events. Local professional organizations might find that a LinkedIn group best meets their needs.
Whatever the reasons for using social media, the keys to success are building a following among your target audiences and maintaining over time the consistent engagement and content that keeps them interested.
