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by Juliet McEwen Johnson
There are now 5 “big” social networks, and 6 if you count YouTube. The social media beast has not only become mammoth, but voraciously hungry, needing to be fed on a consistent basis. It is enough to send a business owner into paroxysms of anxiety! It gets unnerving for marketers, too. More channels means more choice, for both the consumer and the marketer. Inevitably, the consumer’s attention span becomes shorter, fleeting and elusive; the number of combinations and messaging options veers towards infinity as marketers combine modalities, narrow demographics and customize a morass of information to be strategically dripped out over time.
For non-corporate businesses and professionals, where there is rarely a marketing person let alone a team, there are just as many choices and just as much competition for their ideal customer’s mind share.
I am often asked if a person or small business needs to be on ALL of the social networks? I used to say, pick the 3 big ones and add a 4th that fits your specific service or product and call it a day at that. I would put clients through a 5 question sequence and we would formulate our tactical plan from there.
Where are your customers “hanging out” at the moment?
Now, the number of networks, and what you say and do on each one differs. They are all different and should be handled accordingly. The question sequence still holds value; and, as before the resulting answer will likely be different for each business entity. Mercifully, with social media still a new form of marketing, there is no one size fits all, and no RIGHT way to do it. There are just more impactful ways of spending time and money, and lesser efforts that don’t add up to much.
You can see it’s a logical way of locating your ideal customers and interacting with them where they already are. Simply, “fish where the fish are.”
Returning to the question of do you have to be on all of the social networks? After all, you have a business to run, not a social media publishing empire, no? Sadly, there is no good answer, there is only your answer: the combination that works best for your tribe.
About the author