When social media first hit the Internet, most people had no clue how big several platforms would become.
For example, every 60 seconds on Facebook: 510,000 comments are posted, 293,000 statuses are updated, and 136,000 photos are uploaded. (Source: The Social Skinny) This simply means there are a lot of engaged and active users, but also a huge amount of information competing for their attention, so quality and strategy on your part is essential.
It’s the same with YouTube, LinkedIn and Twitter. The amount of content being loaded by the minute is staggering.
Social media has allowed us to reach our market in a very user-friendly way. What with Facebook, Twitter, LinkedIn and YouTube, you can get your message in front of hundreds, thousands and tens of thousands of people in a very short period.
You may think all you need to do is have a presence on the four main platforms, but if you’re not strategic about how you’re posting, and what you’re posting, you could likely be wasting your time.
What worked early on, no longer works. Simple as that. Early on for me was the late nineties. That’s 20 years ago. Holy heck. Time flies!
Truth be told, if you are still using strategies you used when you first started, there’s a great chance your results are poor at best.
It Took a Lot More Back in the Day
When I started my business in 1994, gaining visibility was a much more laborious process than it is today. In the past, we were limited in the ways in which we gained visibility.
However, back in the day, there wasn’t the amount of competition for the consumers attention like there is today.
We are on information overload. At every turn, something is vying for our attention.
There are so many more options today than in the past. However, to get the most out of your efforts, it’s important that you have a consistent look and feel to what you are doing. This is where branding, banners, sales letters, memes, and all your messaging comes in.
A Huge Challenge
One of the greatest challenge is to present the look and feel that is most appropriate for your message and market. It’s important to be clear on who you are trying to reach. The old adage, “Everybody is my market,” absolutely will not fly on social media.
Clarity equates to opportunity.
Throwing Mud at the Wall
The approach many people take to their social media presence is to do what can be referred to as “throwing mud at the wall.”
This is where they take a haphazard approach, putting up messages, memes, quotes, videos and whatever else they can think of without much thought at all to a strategy behind the process.
Before you begin, think about who you want to reach with your message. What would appeal to them? If you are dealing with a conservative market, your branding needs to reflect this.
On the other hand, if you are dealing with a progressive, edgy market, how you present yourself will be very different.
My market tends to be progressive and they’ve grown to expect me to be an “color outside of the lines” kind of person. With this in mind, it’s necessary for me to make sure my messaging reflects this.
Whether it be my copy, my images and photos or what I have to say, my message will appeal to some while not to others.
To determine where you need to focus your attention, let’s take a look at the four most popular social networks; LinkedIn,
LinkedIn is by far most the important social network to reach out to business buyers and connect with professionals. Whether you are in a job search, wanting to reach businesses who might be able to utilize your services, or connect with other high-level professions, LinkedIn is fast becoming one of the best social networks around.
LinkedIn allows you to build relationships, establish thought leadership, generate leads, gain insights, conduct market research, improve reputation and build online communities.
One of the very most important aspects of LinkedIn is your profile. It’s amazing how many people put very little thought into how they are presenting themselves. Or… their profile reads like a resume.
Whatever your reason for using LinkedIn, job hunting, prospecting for qualified leads, or networking in your industry, you need to have a professional, eye-catching LinkedIn profile to make sure you are found by the right people at the right time. A great profile helps you to stand out from the crowd.
Rather than simply posting your resume, write your profile in the first person. Write as if you are talking to someone directly. Additionally, use video and images strategically.
Be sure to use catchy titles, keywords and keep in mind how people might search for someone with your skills.
To see what I mean, check out my profile. https://www.linkedin.com/in/kathleengage/
Facebook is likely the most popular social network platform around. It represents a huge potential market for your social media efforts, but it is becoming increasingly difficult to stand out from the crowd.
Learn about the statistics and growth of Facebook here. https://zephoria.com/top-15-valuable-facebook-statistics.
Without a doubt, video is here to stay. Indications are viewer interest will increase. However, due to the quality of devices we can shoot video on, consumers are becoming more demanding.
YouTube personalities are showing up by the day. A great example is AwakenWithJP. JP takes a humorous approach to spiritual topics. He has become a favorite of viewers around the globe…including me.
Popular YouTube channels address food, health and nutrition, humor, business, meditation and pets.
If you are established in your expertise, you would be well served to consider video.
Whether you are a fan or not, President Trump increased the interest of Twitter users. Twitter is one of my favorite places to get up to the second news on current affairs and trending topics.
It’s also a great way to follow experts you are interested in.
Keep Branding in Mind
There are plenty of other social networks to choose from including Instagram, Pinterest, and industry specific networks.
Regardless of what social networks you choose, make sure you have a consistent look and you keep your branding in mind.