Social media is a powerful vehicle and it serves to connect customers, shareholders, employees, and prospective employees and customers.
Which social media channel should you be using? Our guidance is that it’s better to do one or two well rather than spread so thin the content and consistency suffers. Stay focused on what makes the most sense for what you do and what the best fit is for your audience.
- LinkedIn is a win across the board and a great place to curate your most sophisticated content. Here you can invest in those larger scale pieces and quickly track how much attention it receives through easy analytics. Be warned, the content needs to be some of the highest quality on this channel as its vying for attention against other deeper content pieces.
- Twitter is a great fit for technology and consumer companies. This channel makes it quick and easy to interact with customers on a more direct basis. In today’s busy world, Twitter’s brevity of content is an added plus. It’s a great place to share an industry news article and include your quick thoughts while utilizing the exposure of hashtags. The takeaway here, though, is that Twitter requires a robust output of short content and cannot sit still for long without becoming dated.
- Facebook is on a more personal level, and because of this, it’s a particularly good channel for health care companies. It also has a high percentage of baby boomers. This outlet is great for putting out stronger content, but also sharing more personal stories, such as photos from the last team gathering or individual narratives. Depending on the organization, however, and its sector, we do not recommend a Facebook presence in all circumstances. It can reach some key audiences, but it also isn’t ideal for all highly innovative companies as the platform is losing certain demographics to other forms of social media and can be seen as somewhat dated.
- Instagram is extremely visual, making it ideal for companies with highly compelling visual deliverables, like design or architecture firms. Keep in mind, however, overly corporate content will stick out like a sore thumb. While it is an exciting and current platform, it also doesn’t readily support many of types of content.
For a company that is ready to experiment in the social media world, anthonyBarnum suggests starting with two channels – LinkedIn and Twitter are the safest, most prominent bets for complex industries. For Twitter we recommend posting nearly every day, and for LinkedIn up to three times per week.
What’s most important is, no matter what social media channel a company chooses, it’s a space to share what’s most important. Announcing a new product? Share it across all platforms! Want to introduce customers to your team members? Have them write a blog post for the company site, then promote it with LinkedIn and Twitter posts.
Companies that are focusing on growth and the future should have a strong foothold in the social media space. Too often companies take on more channels than is maintainable – or that aren’t necessarily adding value. It’s important to be selective and focus on great content over forcing participation in too many channels.