Today, social media has emerged as one of the most powerful marketing tools for companies. With its wide reach and mass influencing capabilities, a meticulously planned social media strategy has become essential for building brand awareness and connecting a business to its consumers. No one wants to be left behind in this race, and SMEs are no different. More and more small to mid-sized businesses are tapping into this medium to promote their brands and pull in the audience. However, not all businesses are alike, which means they would need customized platforms to connect with their audience. So how would you go about choosing the right social media platform for an SME?
Assess your key objectives
Before you join the social media bandwagon, you would need to evaluate your objectives. It can be anything from promoting select services to building a connection with your audience. Once you finalize that, you can proceed to create an action plan, which would also include choosing the right social media platform for your company.
Identify your target audience
This is the key to the success of your social media strategy. It is important for you to assess which audience are you trying to reach out to. There might be many factors determining this including age, location, interests and spending power. This will empower you to select the right type of content that needs to be created for your social media platform. Do ensure that your social media platform is aligned to the type of business you are in. Also, choose channels that are regularly visited by your target audience, and don’t go by the popularity of a particular channel.
Every platform is unique
You need to choose your platform based on the type of business you are running, B2C or B2B. When it comes to the former, these businesses target the general audience. Hence, platforms like Twitter, Facebook, Pinterest and Instagram would be best suited for them to build their brand awareness. Meanwhile, a B2B establishment would generally be focused on platforms like LinkedIn. It is to be noted that just because a particular platform is popular, it is not necessary that you need to be on it. You need to give some good thought to whether your presence on a particular platform would give you the exposure you desire. Additionally, you need to customize your content as you move from one platform to the other.
With increased competition amongst SMEs, being visible on social media is important but making sure that you are visible on the right platform scores higher.