Social Media – Why a “One Fits All” Approach Doesn’t Work

Social media continues to be the latest ‘buzz’ word as more and more businesses get on board.

With a lack of understanding still a key issue, many businesses still consider social media to be a ‘one fits all’ approach.  When auditing client’s social media one of the most common comments I get is “so and so is doing this with their social media, I want to do that too”.  However, nothing could be further from the truth.

Having a Facebook page does not equal social engagement.  Those businesses that choose to adopt the ‘one fits all’ approach or treat all applications or platforms the same may damage their online creditability in the long run.  Not all platforms have the same interactions and applying them the same way means not being effective in social media.

What is the solution?

Not all social media will suit your business so it is essential to select your platform/s targeted to your business requirements.  The key is to choose the best social media platform for your business regardless of what other similar businesses are engaging with.  This way you can make the most out of social media and interact with customers and potential ones.

So the key things to consider when choosing a social media platform include:

• Who is your intended audience?
• What do you want out of the communication? (i.e. brand awareness, promote your expertise?)
• How much time are you willing to invest in social media?
• What is the most effective and efficient way to manage content?

Once you have decided the best platform/s to interact for your business, commit to a long term strategy for the best results.  There is no right or wrong, just experimentation.  With some strategic thought you will go a long way to ensuring that you have positive social media engagement.

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Tags: Social Engagement • social media communications • Social Media Education • social media in the workplace