Sarah Pollo, Senior Account Executive and Social Media Director
We all know the popular saying “less is more.” In the world of using social media to advance your brand, cause or marketing campaign, “less is more” is a powerful concept that too many overlook. In fact, many individuals, companies, organizations and causes looking to expand their presence online think the more social mediums they have, the larger their social media foot print will be. This is not always true and can often cause the opposite effect.
If your aim is to increase your visibility in the social media realm, it is better to target a handful of platforms that are home to the best audience and tools for your needs. Then focus on covering those platforms and cover them well, with good and engaging content. It is a common mistake to create an account on as many platforms as you can. With this strategy, you will likely find that you are spreading yourself too thin and losing sight of your original goal.
Each social media platform has unique characteristics in audience, in content, and in tools available to communicate. It is important to know these well as you select your platforms.
If advertising and fan base is most important, Facebook, Linkedin and Twitter will probably be your best bet. Facebook reports almost 2 billion users and continues to grow every day. The platform, among many other branding and marketing tools, allows users to create ads, establish goals- such as increasing page likes (fans) and promoting posts- target an audience using several defining characteristics including geography, age, education and profession and also allows users to formulate an appropriate ad spend that best fits an established advertising budget. Ads can be tested for as little as $10 and increased as needed.
It is difficult to maintain daily or even weekly posts, interactions and general activity for your company, brand or campaign when you have ten or more platforms you have to update each time versus three to four mediums that best fit the goal you are trying to accomplish. And for every minute you spend struggling to create content for a social media platform whose user base and tools don’t fit your targets, you are not spending time on a platform that does.
A company selling home décor may, for instance, find Pinterest and Instagram more useful as they are highly visual social media platforms that skew more towards a female audience. Alternatively, Twitter and YouTube can be better options for political campaigns that require distribution of constant, real-time campaign updates and exclusive releases of the latest television/radio advertising to potential voters, bloggers and other news outlets following the campaign.
FSB prepares and deploys different social media strategies for various client needs. If we are managing an initiative campaign, we assess which social media platforms can best facilitate getting the word out about the campaign, keep followers engaged about the issue, distribute campaign materials online and ultimately turn out the vote. If the goal for another client is the successful management and execution of a conference or event, the online strategy and social mediums may change. Clients asking for assistance in building brand awareness may further change the online strategy. Focusing on a smaller group of social platforms that best fit a client’s goals and engaging them consistently is better than trying to have a presence on as many platforms as possible.
Less is more with social media. Find the platforms that work best in accomplishing a goal and engage them frequently.