Is Facebook really for you?
As social media marketing becomes a necessary and relevant part of today’s advertising world, we often get caught up in the hustle and bustle of making our presence known on hotshot social media sites such as Facebook, Twitter or LinkedIn. However, do we ever stop to think that maybe we limit our growth as a company by sticking only to these “main” social networks?
Don’t get me wrong, I am a firm believer of all things social. A business should capitalize on the opportunity of brand awareness and inexpensive advertising by using these easy-access, omnipresent social sites. However, there are so many other options a business can take in the social media aspect than just the norm.
Here are a few things to ponder when considering using social media sites.
1. Think about your brand
One of the main purposes of using social media is to create brand awareness while giving it a personal touch. Ask yourself some questions about your brand to help you identify the best practices for your social media sites.
- What is your overall objective of using social media for your brand?
- Do you sell a product, provide a service, or work B2B?
- Are you an established, well-known brand or an up-coming, in-the-making brand?
Every social media page your company administers should be strategically thought out and measurably goal-oriented. Don’t go all willy nilly and just place your company on an array of sites to “create brand awareness”. Make it calculated and persuasive. Remember, social media is a tactic, not a strategy.
2. Think about your target market
More often than not, marketers assume that “everyone is on Facebook”. While it’s true that Facebook and Youtube hold the number two and three spots in Alexa’s Top 500 Global Sites (falling only behind Google), with Twitter coming in at 11 and WordPress at 19, this does not mean that your company’s specific target market utilizes those sites. Think about the specific needs of your consumers.
For instance, if you are a prom dress shop, your customer is most likely going to be females ranging in age from 14 to 18. Facebook is definitely something in which you want to invest, since their presence is heavy on that site. On the other hand, if your target market is 45- to 65-year-old males who like to build airplanes, Facebook might not be the answer for you. As with any advertising campaign, logically think about your consumer and where they will be spending their time.
3. Think about your product
What is the primary product you offer? Is it something tangible or a service? Remember that your product is unique to your specific consumers, and that being selective gives you the chance to give your customers the personal and professional experience they desire.
If you are the owner of the aforementioned prom dress shop, you might think about joining the Etsy.com community to further engage in consumers who are interested in exclusive fashion dresses. Alternatively, if you are new gaming company, you can upload your Adobe Flash games to Kongregate.com to create awareness amongst other gamers looking for new and up-coming video games.
4. Think about your information
One of the greatest things about social media sites, especially Facebook, Twitter, and Youtube, is the power of word-of-mouth advertising. Unfortunately, this also could be a downfall. It is vital that you monitor the information you freely share about your company. Keep tabs on your reputation and frequently Google your company or brand to be conscious about consumers’ perception of you.
Likewise, share positive information about your company. This is when those larger social media sites come in handy: put up a blog post about your involvement with a charity using the “Causes” app on Facebook or post pictures on PhotoBucket of your employees helping out at the local YMCA.
5. Think about your outlets
Like I stated before, there are hundreds of niche social media sites you can use. Prelovac.com provides us with a list of what they deem the top 100 (minus Facebook) social media sites, and these are only skimming the surface. There are sites ranging from photography galleries to language tutoring to health and medicine.
So go ahead, dig around and be creative. Who knows what untapped potential your business has in alternative social media?
Do you use any lesser-known, but just-as-effective social media sites? Tell us!
3 Comments
Nice Post Bethany,
I especially like your statement, “Social Media is a Tactic, Not a Strategy”.
I imagine some companies would not want to be part of the social media buzz. I can’t think of any reason anyone would ever want to become a fan of the VALTREX Facebook page, haha. I can see it now….. Jon Doe “likes” VALTREX on my status feed. Hmm. Doesn’t sound like a stellar marketing plan to me.
This article really crystalizes the key things to consider before launching headlong into social media marketing. I’ve lost count the number of times I’ve heard a demand for a Facebook fan page because everyone else is doing it. I’ll certainly be referencing this post in conversations around the office!
Thanks for the comment, Laura! I find it interesting that everyone assumes Facebook is answer to conquering social media, when in fact it could be a waste of money and time. I believe the difficult factor in that equation is conveying to the client that their product is unsuited for Facebook. This is why we have to keep looking for alternative outlets for our clients.