How to select the right social media platform

Please note: The video starts just after the speaker has started introducing himself.

Here’s esteemed Digital Marketing Consultant, Aiden Carroll’s view on what you should consider before choosing a social media platform.

What is the best social media platform for me?

When creating your social media platform plan, keep the following questions in mind:

• Where is my audience?
• What channels fit their demographics or profile?
• What does the audience expect?
• Is the audience receptive to brand or business messages in this context?
• How often do they expect brand messages?
• What format will be needed?
• Are these formats expensive?
• Is this network right for targeting customers at this stage?
• How expensive is the channel?
• Do you need to pay for advertising or will organic reach be enough?

How many social media channels do I need?

Choosing the best channels does not mean using them all. Fewer channels with focused campaigns will be more effective than numerous poorly managed ones. Start with two or three channels and only once these are established should you build more, if needed.

It’s a common mistake among businesses to assume that they should be present on every platform. Not only can this be a poor use of resources, but a neglected channel can be actively damaging to your brand. This is compounded by social media’s tendency to rank highly on search.

Do you want a neglected account to be a customer’s first interaction with you?

If you’d like to learn more about how to develop your social media strategy, check out the online course, from the Institute of Data and Marketing, below.