Your social media campaign is like a house. The foundation and the base of it all, is your website or other place where you convert visitors. Each channel has its own theme, feel, culture, and rules. Every time you want to share a piece of content, you’ll need to know which “room” of your house it belongs in. Many people think it’s all about gaining likes or followers on social media. It’s not. It’s about what impacts your bottom line.
Before you pick a channel, before you get fancy with the tools and toys, do this:
- Identify your revenue streams. (Where/How do you make money?)
- Increase opportunities for your customers to spend money.
Social media tools are slippery slides that smooth the path for your prospective and current customers to spend said money. Social media isn’t THE POINT. It’s a vehicle.
Facebook was designed for college students. If you’ve ever been in a dorm, you’ve seen the common area. These rooms are filled with couches, ping pong tables, TVs and people hanging out. These people are wasting time, visiting with their friends, eating snacks, and playing games. This is NOT the place to hard sell your audience. This is their living room.
This is a crafters heaven. Ideas on food, crafts, art, photography, travel, fashion, shopping, and so much more. Pinterest is one of the best ways to sell your products and a favorite way for users to waste time. Like an after dinner snack, the activity here peaks at 9pm.
This business networking tool has no online competition. Here busy professionals make connections, express and declare their thought leadership, vet reputations, promote themselves, and investigate the competition. No puppies, no kittens, no bacon, or boring conversation. This is all business.
This is the voyeur and the exhibitionist, a peek behind the curtain, the illusion deconstructed , the “candid” shot of
who we really are who we want the world to see. We are all teenagers trapped in the bathroom trying on who we are. As I mentioned before, instant and raw, unpretty and unvarnished is what people expect here. I call this “Pimples Not Perfection.”
My joke is that it’s like the gym – everyone belongs but no one goes. It’s quiet and sparse, good for your (SEO) health, but not much fun. Google+ is to be retired April 2019. They tried hard to make “fetch” happen but they couldn’t. I’ve filled this room with Reddit.
This tool is about community, conversation, value based resources, and NOT for selling. Find communities of people that are interested in what you are a specialist in and provide help when they ask for it. There’s lots of opportunity to be impactful and this site is driving a lot of traffic these days.
The TV of today has the most engaged traffic in the social world. This is a legion of people willing to watch “just one more”.
Gossip, rumor, and viral content travels at the speed of light. Twitter is the good, bad, and the ugly of human communication. Twitter is simply the most effective tool to spread information around the globe. This is the one with the potential to burn it all down. Respect.
What you need to remember
Your social media home will fall apart if the foundation isn’t strong. You are driving traffic to your points of conversion whether that’s an email sign up, a shopping cart, or other action you want your customers to take. Social media channels are shortcuts to the prize.
Download a pdf of the house image so that you can map out how you’ll be using your channels.