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Platform planning

This step summarises the tools and features of each social media platform.
There are too many channels for you to use them all effectively, so you must choose the ones that will deliver the most value for your brand and your consumers. The chart below shows the features and tools of the nine core social channels.

A table illustrating the features of all major social media platforms.

It can be easy to fall into the trap of thinking that you need to be on as many social media platforms as possible. This will encourage you to focus on low-impact generic content which can be repurposed into different formats. Instead, pick the few channels that best match your requirements and concentrate on filling those channels with the best possible content. In other words; do less, better.

Your choice here will not only improve your marketing results but can also say something about your business. A youth fashion startup business who chose to only be present on TikTok, for example, might seem more relatable to a young audience who are also increasingly uninterested in traditional social networks.

Join the discussion

With reference to the chart in this step, choose two to three channels which you feel will best support the organisational goals of a brand or business of your choice. Why do you think this brand or organisation should be using these channels? Write your answer in the comments below.

Use the discussion section below and let us know your thoughts. Once you’re happy with your contribution, click the “Mark as Complete” button to check the Step off, then you can move to the next step.

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Understanding Social Media Strategy

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