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I had an interesting discussion with a fellow creative earlier this week, about whether a brand should be utilising all of the social media channels available to them, or focusing on a chosen few.
His thoughts were that as marketers we should utilise every channel available for our clients – even if they don’t seem relevant to their product or service. That way you can continue to engage with the target audience on one or two main platforms, but you also have a presence on others in case they happen to look for you on there.
I suppose there is some truth in what he is saying – after all social networking sites are increasingly being used as search engines – but should this shift in the way networking sites are being used mean that you should compromise a brand’s identity?
For example, should a serious technical brand really have a Facebook or Flickr profile – and does a fashion brand really need a presence on LinkedIn?
I was, and still am, of the stance that you should choose a few key platforms, which reflect the brand’s personality and aims, and do them well. It’s important to explore new trends as they emerge – but these should be analysed to see if they fit into a brand or organisation’s overall marketing strategy.
You shouldn’t just jump on the bandwagon – which would surely result in a poor presence across a whole host of sites instead of a sustained, focused, coherent presence, with quality content, on just a couple.
What do you think is better? Not having a presence on every platform, and potentially missing engagement if someone only uses that platform? Or using social channels which aren’t quite right for your purposes or brand and which don’t get as much content TLC as others?
Here are some pros and cons of each strategy – I’d love to hear your thoughts.
I’m on every social media site going and its great because:
- I can be found everywhere
- I have maximum exposure
- I can have all of the pretty icons on my website – which makes me look active and current
It sucks because:
- I find it hard to update all of the sites with fresh content regularly
- Not all of the platforms suit my brand messages
- I find it hard to create meaningful connections across all platforms
I am selective with my social media sites and it’s great because:
- I have a very strong presence on the ones I use
- My time is spent well – I’m not spread thinly across lots of social networks
- I am able to build up real repertoire with peers and customers
It sucks because:
- I may miss customers on other sites
- I may be too far behind on other platforms when they really gain popularity
- I am not fully aware of other site’s capabilities and often worry I may be missing out – even if I think on the surface they aren’t suitable, or that I wouldn’t have the right content