Where is your digital voice?
You may have a sound communication strategy but choosing the correct digital channels to broadcast it through could be a make or break decision. Each platform has it’s own specific type of demographic and it’s own unique type of user behavior. The trick is to carefully select the platforms that will get you your desired reach, and translate your efforts into a return on investment.
Although these brand pages are essentially free to set up, it is important to be wise when choosing which platforms to commit to. Spreading your resources across too many platforms can easily be detrimental when it comes to maintaining quality content and growing your following. Getting a company page is similar to getting a new pet, in that it needs regular feeding, and it doesn’t look good when you abandon it in the cold. Here are some of the pros and possible cons of various ‘brand friendly’ Social Media sites.
Facebook is still the obvious choice when considering your investment into a social media presence. The size of its active audience and flexibility of ways to reach them is impressive. Unfortunately due to the limitations of organic reach, most of these ways cost money in the form of promoted posts, ads and page promoting.
Twitter can be a fickle environment to be in as short attention spans tend to rule. The fast typing, fast flowing format can often make your 140 character masterpieces seem like a leaf flowing down a stormy river. The style of engagement however, is high maintenance. If a user asks you a question or makes a complaint, you need to have the perfect reply quickly. Or else.
LinkedIn is a low maintenance platform to profile your business or personal account. Make sure to put your best foot forward as a shoddy profile can throw potential new employees off. Not everyone is convinced that it needs to exist but it has useful functionality for job placements if that is something you’re into. The advertising platform allows you to target people by positions, it’s a strong platform for accurate information and the place to be for business-to-business networking.
Instagram and Pinterest have a following of young, visual minded users. If your brand is creative focused or makes beautiful products, this is for you. This is not a place for punting boring ads, or trying to sell people stuff.
Youtube is currently the best for hosting your brands video content online. However, video content can easily be the most expensive to produce. It is normally reserved for big business and media companies but innovative production methods are making it increasingly easier to produce on a budget.Today, you need to think not only about what your communication strategy is, but where it is going. Whichever platforms you choose, remember that each one you create under your brand is a living representation of what your brand stands for. Don’t forget to feed it and love it.