Almost every Wednesday (3 p.m. EST), the social CRM SproutSocial holds a chat via Twitter. Each week, a new topic revolved around social media or marketing is covered. I try my best to make it and talk live with everyone, but more often than not, I am wrapped up in a project or just away from the keyboard. Nevertheless, I am committed each week to take the questions from each weekly chat and offer my two cents. With it being on my blog, if I feel passionate about a question, I'll be able to expand past the 140 characters. You can stay up to date on the week's topic and chat by using the hashtag #SproutChat. Let's get into this week's chat...
How to be successful on all platforms
For the most part, each social media site should bring you a different demographic of your overall audience. This often is reflective of the overall audience the site is targeting. As a result, different demographics react to your content differently. It is near impossible to define success that encompasses each demographic. Mix in the fact that each site can generate content differently, and you add even more pieces to the puzzle.
By looking at each site, defining goals and what success looks like on that particular site, you generate a more comprehensive guide to success for the larger picture.
This is a trick question in my book. Growth does not equate to engagement. It may lead to bigger opportunities for engagement. In fact, I would say you straight up fail if the account that is growing is generating the same level of engagement as one that you identified as slowing. For accounts and sites that become stagnant or even decrease in their engagement with you, it is just an indicator for change. These changes could be the type of content, when the content is being shared, etc.. Take these data markers with a grain of salt, but don't abandon ship at the first sign of trouble.
Step 1: Identify what platforms your target users are using. Step 2: Match it with the platforms and strategies that will best show off your brand/product/service. Step 3: Profit
I only use Facebook ads and they generally are used for event promotion in conjunction with some paper marketing through the office. The reports generated by the ad do help in determining a wide array of variables like how long the ad should run and how much money should be spent. This helps me stay in budget and maximize the potential of success.
When the goals and strategies require separate sites. The sites are merely tools. I could imagine a brand with a strong international presence to have different sites based on different countries or regions. With the different cultures, languages, etc. the strategies could vary, thus producing separate pages.
Understanding how people communicate on each site will help you in differentiating the message, while still being consistent in getting the message out there. You may have a share image/graphic/video that you want to introduce to your audience, but how introduce it and even when you introduce it will be different.