The answer, unfortunately, is that social media is not a one-size-fits-all approach.
Forget the new social media channels that are cropping up every time you turn around. There are plenty of the most popular social media sites that are not worth the investment. So here’s a quick checklist that might help you decide whether or not these social media options are right for your business:
If you’re in the business-to-business space, it’s critical that you and your senior team (at a minimum), have polished LinkedIn profiles. Crisp, high quality photos, succinct descriptions of your business and links to your website will help support your company’s brand image.
Having a LinkedIn company page means it’s easier to link to articles that your staff has posted and to post job openings. Plus, since many organizations are now using LinkedIn to search for a business supplier, your company page will show up in search results. Plus you can sponsor posts for a wider distribution.
If, however, you run a local dry cleaning business, you probably won’t benefit from a LinkedIn company page. Since LinkedIn a broad-reaching business networking site, your biggest determinant might be how broad an audience you’re trying to reach. If it’s geographically tiny, I’d take a pass on a company page — but still maintain a personal profile.
With more and more advertising cropping up on Facebook newsfeeds, users are starting to become numb to advertising messages — unless, of course, you’re selling retail products that can be targeted to a specific audience. If you’re trying to build community and spread updates about your products/services, then a Facebook page is a great way to keep your enthusiasts engaged with your brand.
You must, of course, first build a base of followers — which comes by posting relevant and timely content, and encouraging shares. Own a bike shop? Post tune-up tips, updates on gear, answer Q&A’s for beginners and experienced riders alike. Encourage your followers to share tips about secret trails, pictures of their travels, etc. And, from time to time, run contests to win a free bike or accessory. But, above all, keep it current and relevant.