Selecting the right social media channels for your company: 3 Questions to ask yourself

By Dodge Communications (not verified) on November 21st, 2016

Social media can present exciting opportunities for you to build your company’s brand awareness and establish the tone you want in the market. But with so many social media channels out there, how do you determine what is going to be the most effective use of time and resources for your business?

Before you establish a company profile on every social media channel - from Twitter to Pinterest - ask yourself these questions:

1. What do I want to accomplish?
Once you’ve established your social media network, what do you hope will happen?

If you are looking to build a professional network, connect with journalists and share industry insights with peers, LinkedIn might be a good choice for you. However, if your primary objective is to show people the company behind the logo through employee activity, Facebook might be a better fit.

Let’s say your goal is to build momentum around upcoming tradeshows or company news. Twitter enables you to connect through sharing targeted hashtags and join conversations in real-time.

Whatever your goal is, determining what you want to accomplish before diving head first into cyberspace can save you time and money.

2. Where does my target audience spend time?
Identifying who you want to target through social media is half the battle. Establishing where your target audience hangs out online and what they care about enables you to narrow down your social media options.

For example, if your key audience are healthcare executives who enjoy keeping up with industry insights, LinkedIn and Twitter might work best for you. However, if you also target consumers, you may want to consider social networks such as Facebook or Periscope.

3. How much time and resources can I commit to social media?
Social media takes time. Not only in the sense of hours per week, but also when it comes to establishing a long-term network.

Think about how much time and energy you are able to devote towards building momentum on social media. On average, 43% of small businesses spend about 6 hours per week tending to their social profiles. This is almost equivalent to an entire work day!

While you certainly don’t need to devote that much time in order to be successful, you also don’t want to be neglectful. With that in mind, there are some channels such as Twitter that require quick replies and real-time interaction, and others such as LinkedIn that can more slowly build momentum.

Just like the shift to value-based care, social media also takes a “quality over quantity approach.” So no matter what social media channel(s) you chose to pursue, be sure to make your efforts reflect how great your company is through actively engaging, listening and delivering quality content that’s true to your brand.

Want to learn more about honing your social media approach? Click here.

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