There's a lot to consider when you're starting a new business. One of those considerations is your company's social media presence.
Which social media platforms will you utilize? This should be dependent on a couple of things:
- Who you plan on targeting (your target demographic/s); and
- What you want to accomplish through your social media presence.
When choosing a platform/s, my theory is this: Use Facebook and utilize at least one other platform that reaches your target audience if Facebook doesn't.
Why is this?
Facebook is the largest network of all the social media channels (surprise). Having a Facebook Business Page is similar to having a website these days. It's expected. Your Facebook Business Page reviews can be found through Google Searches as well — bonus! In addition, your Facebook Business Page helps you in Google Searches (Search Engine Optimization).
There are people who aren't on Facebook and depending on your business's services, Facebook may not be the best platform to reach your target audience. Therefore, it is essential to hone in on your target demographic and goals to select that other platform if Facebook doesn't accomplish this.
So what are your options for social media platforms? The main ones are:
- Snapchat
- YouTube
These main platforms vary in users and layouts. Do your research (there's tons of stats on the web): that will help paint a better picture of which platform(s) are the right fit.
Although I said you should use Facebook and perhaps one other platform depending on the audience you want to reach, ultimately, you can utilize as many platforms as you wish. From experience, social media is a time-consuming task and you do not want to spread yourself thin with many accounts that you will need to continually upkeep (unless you have help).
After your business's social media pages have been created, you then want to consciously distribute valuable content regularly. Some social media pages thrive on hashtags, others on video and image quality. When you've determined which social media platforms you will use, you then want to navigate each platform you've chosen to become familiar with how to operate it.
Once you have a better understanding of each social media platform's capabilities, you'll want to create a social media calendar that provides you with a guide on what you're posting, on which days, via which platforms.
I undertake this task quarterly, by brainstorming ideas of content that I can post that is related to my businesses goals and values. This can be a new book I've purchased that will enhance my graphic design skills, a recent project that I've completed or an event I'm going to. In my calendar, (I have a day planner specifically for my social media) I divide content into two parts: posts and stories. Posts are a staple and will be seen on your social media page forever (unless you delete it). Stories, (a relatively new feature within Facebook and Instagram which I LOVE), enables you to add tidbits of what's happening with your business while staying top-of-mind to your followers.
Executing a social media presence for your business will be time consuming (at first), but will be worthwhile in the long run. I love to tell clients that their social media business's page/s can be great propaganda for their business. You can make your business look like the "IT" company in its field. You are the driver when it comes to your social media business pages. Make them count!