Many people spend way too much time on their business’ social media. This can have one (or more) of three reasons:
You don’t know which social media your business should be on, so you’re spending time on the wrong platforms
You spend too much time creating content for your social media accounts
You’re not scheduling your content, but posting everything “live”when you need to publish it.
In this article, we’re talking about the first issue - how you can save time on social media for your business… by not being active on ALL social media platforms.
Many people think Pinterest is a social media platform; in reality, it’s more like a visual search engine. People go to Pinterest to search for something - either information, or inspiration. They’ll click on the link, and be lead to a website…
So Pinterest is the #1 way to get traffic to a website.
If you have a blog or any evergreen products or services, your business should be on Pinterest.
If you have products that are not evergreen - like a course you’re launching, a webinar you’re hosting - then use Pinterest to direct people to your blog, website, social media, etcetera - but as pins are evergreen (and stay on Pinterest and can be repinned forever), promoting temporary content on Pinterest is probably not that useful.
When you choose what social media your business should be on, the first question to ask is always “Where is my audience”?
So is your audience on Facebook? Do your people spend time on Facebook?
If so, then that's great - because Facebook has so many possibilities, and built-in platforms.
- You can use your personal profile for personal branding and to direct people to your business page(s) - be careful though, as your personal profile is not to be used for direct selling.
- You can make a business page for your business, product, blog, event or whatever you want to create a page for - you can even make as many pages as you’d like. If you need some extra help creating a Facebook page, then our free mini-course could help you with that.
- You can use Facebook advertising to make sure your content gets seen by your ideal client, customer or reader
- You can use Facebook messenger to start a conversation with your followers
- Set up a Facebook group to create a community around a certain topic or lifestyle
- Use the Facebook Pixel: this is a code you can install on your website and that allows Facebook to gather data. You can use that information to send ads to your visitors… or even to a lookalike audience of people with the same characteristics and interests as your visitors.
The best use of Facebook is to grow an audience, and to help that audience with your offer. One great thing about Facebook is that it's pretty suitable for us to do direct sales with.
Is your audience on Instagram? Instagram is a very visual social media platform.
It's not a search engine like Pinterest; it's a real social platform. You can grow a following using pictures or videos with a story attached to it, or by creating a story with those pictures and videos. There's many different strategies you can follow on Instagram!
You can also run ads on Instagram, which is great if you want to reach more people with a specific product.
The best use of Instagram is to cast a vision and to grow a following. Instagram is great for influencers or for people who want to be an influencer.
Twitter is not suitable for everyone; many businesses use their Twitter account to broadcast automated content, and that is not very useful.
Is your audience on Twitter? And if they are - are they just posting things on automatic pilot and not actually engaging on Twitter? If they’re not actively engaging and creating conversations, you may as well not bother with promoting your business on Twitter.
The best use of Twitter at this moment is to use it for quick broadcasts and for direct conversation. Twitter is great for news items and for things that need to be in the air quick and need to reach people quickly.
LinkedIn mostly attracts people who consider themselves “professionals”. That’s a broad description, but in general it means people don’t use LinkedIn for personal stories or interaction… mostly business.
It’s often used by employees to either help their company - or look for another job on LinkedIn. And it's used by entrepreneurs to put their business a bit more forward and to connect with other entrepreneurs, business owners and decision makers in companies.
The best use of LinkedIn is to establish your expertise. They have a lot of tools allowing you to do that; you can post videos, publish blog posts, leave recommendations, and much more.
There are countless other social media platforms; many of them are pretty specific.
- Country-specific: for instance, V-Kontakte completely replaces Facebook in Russia, and Qzone is the biggest in China (and neighbouring countries). Click here for a world map of social networks!
- Niche specific: take Flickr, which is really for pictures - that’s why you'll find a lot of photographers on there.
- Format-specific: like Quora, where it's all questions and answers.
Social media platforms come and go - some grow, others don’t. The main question to always ask yourself before you start putting time into advertising your business on a social media platform, is: “Is my audience in there?”
Our advice would be to create a business account on different social media platforms - either as you set up your business, or at a later time. Just make sure your business is present on that platform, and nobody else takes your preferred username. Set up an account and link it to your website or other social media, so people know where to find you.
However, don't put too much time into more than one social media platform. Focus on one platform, nail it and get your marketing right on that one platform, before you move on to doing a second social media platform.
Now let us know in the comments: which social media platforms are you on? Which social network is giving you the best results?