Choosing social media channels for companies to be active in is one of the most critical issues to solve for any company.
Choosing social media channels for companies to be active in is still one of the most critical issues to solve for any company that wants to build a strong online presence.
by Emanuela Zaccone
If in recent years the need to be present on social media has not only been accepted, but has also become increasingly important, the choice of social media for companies to be active in is still one of the most critical issues to solve for any company that wants to build a strong online presence.
If indeed we look at the social landscape – the panorama of all the possible social media channels for companies to be active in – we will discover that, beyond the usual suspects, there are numerous possibilities to build and expand their social activity. In addition, there are new channels and new opportunities that frequently increase the already crowded social media group.
The first step to do is to select the social channels on which you want to be present.
How to do? Respecting five simple rules:
- Set clear goals: criteria as I choose to be present on X because there is also my competitor or because there are all can not be the first principle that guides the selection of channels. Of course, they are important aspects: in the first case because they allow to map and observe the behavior of the competitors and eventually operate on the same playing field. And interesting to understand where is it are the users we are interested in reaching, but never as important as having clear because choose a specific channel: what goal do we want to achieve? How consistent with the brand's mission? How do we expect to contribute to improving brand reputation and what benefits should it bring in terms of community building? Different social channels have different logics and tools, as well as different languages.
- Schedule the start of activities: not saying that you have to start simultaneously on all the selected channels. In fact, starting means having a strategy and editorial plans ready, but also monitoring the progress of activities. The risk, by moving too fast and on too many channels to lose control of one of these elements. Plan ahead therefore fundamental.
- Have editorial plans: which contents will fill content marketing and presence strategies on selected social channels? The editorial plan is the main tool not only to effectively program the publications but also to ensure the balance of the contents, plan the production if necessary and share them with the team. Social media is not the result of improvisation.
- Measure the effectiveness of your presence: we will probably have put in place a theoretically excellent strategy but only the concrete proof of the numbers can prove it. In fact, there is no strategy without measurement and one must also be ready to review it and, in the worst case, to give up some channels.
- Avoid rubbing on any new emerging channel: temptation is often strong, especially because it is perceived as a way to demonstrate a company's ability to be receptive to social media innovations. But be careful not to get caught up in the enthusiasm: even for the new channels, in fact, the rules seen above apply and not having medium-long term plans could be a problem. What will you do after the first week?
And if instead we realize that we have gone further, to have exaggerated or simply to have changed course and therefore having to close some channels?
Remember first of all to respect the community that is part of it: if you have chosen to close them probably because they are not very active, but this does not mean that those who are still present have no right to know what the end of that channel is. Of course, it depends on social media, but it would be a good rule to always leave a farewell message and then proceed to close the channel starting 24 hours after the message is published (so as to give everyone the chance to read it).
The importance of knowing how to choose the right channel finally also a theme of correct balancing of one's resources: following multiple channels means spending more time, thinking about more complex strategies and richer metrics. In short, not an action to be taken lightly.
One last piece of advice in case of doubt: observe, study, imagine. Observe the best cases in the industry and not for each channel, learn from the best and try to imagine how those lessons could help you design your strategies.
Above all, do not be afraid to make mistakes and remember the golden rule: you must create value for your community.