Often we have stressed on our articles the role of social media in the e-commerce activities. Any age now has an account on some social networks, offering the great opportunity of easily finding your targets in few clicks.
However, not all the social media are ideal to sponsor certain commercial activities. Very often, firms have the habit to create accounts in every current social network believing that it will help increasing their reputation and consumers. Instead, it does not make any difference to your commercial activity, actually sometimes they can damage them.
Just like the old saying states “do less but better”, also firms shall, first, identify the purpose of their strategy and, then, use the social channel that better reaches it. Usually, fashion and food service manage to have more success in channels that focus on picture sharing rather than on verbal contents, such as Instagram and Pinterest, while who is willing to find more commercial partnerships needs to consider more professional social media, like LinkedIn.
Keep reading if you want to know in more details what each social network offers and how to use them.
First, it is fundamental to understand the scope of your marketing strategy. In this respect, it results very useful to answer some questions that better guide you in choosing the right online platform.
Decide which public you are targeting. Gather information on their average age, their social interests and if eventually you can include other subjects in your target.
Each public has its own preferences and the social media to satisfy them. Not everybody are crazy about Facebook, although its popularity, and not everybody are interested in the breaking news on Twitter. Follow and do what interests the most your target.
Create something interesting for your audience, otherwise they will ignore you. This means that you do not have to only adapt your contents, but you must propose it in a original and exciting way. Not all pictures have success on Instagram as not all YouTube video reach a thousand views.
Avoid to choose the social for its number of inscriptions and active users. It is with no doubts an important element, but it cannot be the only one mattering in your decision-making. Remember that your purpose is getting to your target and create good contents for them.
At the beginning of an activity is better to choose few channels to follow very carefully. Opening an account implies give time and money away. Even if the inscriptions are for free, the communication flux between the firm and the its potential costumers has its cost, especially when it is made of quality. Unless you hire some professional advertising agencies, it is better to use the social media that you most like and better manage and, then, moving to other channels whenever it seems necessary.
Analyze your progress using the tools available on the online platforms, like Google Analytics or Business Manager, thanks to which you can adapt your strategy and improve what does not work.
Let’s analyze the scope which each social media was created for. We will take into account only few, those we retain to be more popular and useful for commercial ends.