Social media for business: It’s too late for Facebook and Twitter
Well into their lifespans, it’s difficult to break through to your audience
You have a big event happening soon. It’s loaded with sponsors, big-name people, and you’re hoping it will be a stepping stone for your brand to build its customer base. You’ve advertised it on television, in the newspaper, and even had a few reporters do features on what’s going to happen.
This is your dream scenario, and you have a bit of a road to get to that point. But here’s a question worth considering now:
How would you plan on getting the word out to your audience on your Facebook page, Twitter and Instagram accounts, Pinterest page, or whatever else you’re using?
You have to consider this before diving in, because on both, your target audience has already clicked on many other brands and followed their content. On Facebook, that means you’re battling for a precious spot in their News Feed – along with over 60 other pages, as SocialBakers points out in this graphic from 2013.
For Twitter, at least you’re guaranteed to show up in their timeline. And if you are, then your chances are solid to be seen – a majority of Twitter accounts follow less than 50 people, according to a Beevolve Inc. study from 2012. But here’s the catch: A large amount of Twitter users have never even sent one tweet – and many of those people who follow less than 50 people are followed by less than 50 people.
That means that even if your tweet is seen, it’s likely seen by one person.
That’s the danger of just diving into social media. You have a business? Great! You do have information to get to your audiences! But simply creating a Facebook page or Twitter account doesn’t guarantee that you’ll be meeting your goals. In fact, considering how well-established Facebook and Twitter are, it’s an uphill battle to even get one message seen by a handful of people – much less your entire presence.
Here’s three things to consider when getting started:
(Audience) Size matters. If you’re targeting primarily local customers, a Facebook group may be better than a Facebook page. The difference? When something’s posted, everyone gets a notification – unlike the roughly 30% of your audience that might see something via your Page unless you pay for it.
The question to ask: Realistically, how large can my audience grow in the next 2-3 years? Do I have the capability to grab these people’s attention?
Know how to navigate through clutter. On twitter, particular hashtags and Twitter chats can help lead you to industry leaders and other influential people in your sector. They can also help you connect with customers or fans who interact in this area of cyberspace.
The question to ask: Am I willing to spend the time on Twitter to peruse a lot of tweets to find a few needles in the haystack? Am I able and willing to converse with others, even if it doesn’t necessarily mean I can directly pitch something relating to what I can offer?
Don’t advertise much. Was your first answer to the question posted at the beginning of this article something as follows? “Check out our awesome event coming up in three weeks! We’ll have celebrities, food and games, and cool product demonstrations of our latest stuff!”
You lost me – and a majority of your audience – at “Check.” Who likes being told what to do? What incentive do I have to click on your stuff, as opposed to the content produced by a hundred other brands?
The question to ask: Do I want to be on social media to promote my products, or to establish relationships with current and potential customers?
It’s a massive world online. Before diving in and potentially getting lost, gauge your strategy and effort it would take – and see where it takes you.