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Jack of all trades, master of none - do you really need the full social media suite?

It started with Facebook, then came Twitter, and Instagram, and LinkedIn, and YouTube (*deep inhale*)...with more recent additions to this non-exhaustive list being TikTok and Clubhouse. So let’s be honest, how many of these platforms are actually helping you to achieve your goals as a business?


There’s definitely an argument for having a presence on multiple social media platforms as a business. Different platforms are home to varying demographics, and we have spoken before about the exact benefits of each social media platform over on our Instagram here.


In the last few months, I took the decision to close down Moth Marketing’s Twitter and Facebook pages. These accounts weren’t serving me with meaningful interactions and leads, and I wasn’t serving my audiences - just recycling Instagram and LinkedIn content that wasn’t suitable for the platforms. We have a finite number of hours in the day, and I would prefer to dedicate these hours to my clients and to my active audiences on LinkedIn and Instagram.


By casting the net wide, it’s definitely possible to reap the benefits of each social media site, however, the difficulty lies in doing it well. Small scale problems, such as Twitter requiring a specific image size and limited character count, means that it’s more complex than simply cross-platform sharing. With each platform, comes a unique audience - it’s unlikely that a LinkedIn audience will have the same needs and interests as a Facebook audience member, so this means tailoring your comms to each audience on each platform. The problem is being able to manage 4+ social media networks, communities and interactions on these platforms, and to do it well!


It’s vital that you spend your precious time in the place where you will get the highest return.

The important question to answer when determining your online marketing strategy, is exactly which benefits of social media you want to leverage? Is it having a dialogue with customers? Is it simply to inform? Is it to provide an element of customer service? Is it to encourage a wider conversation? Is it to reach new customers or nurture existing ones?


So how should you decide how many platforms you should be on, and which ones they are?

  • Fish where the fish are: Who are your customers? And where are they? Understanding your demographic and where they reside online is hugely important when you want to target them in a narrower space.

  • Return on Investment: How many hours do you dedicate to your social media marketing per week? Beware of spreading yourself too thin and becoming a jack of all trades, master of none. It’s better to have one flawless social media platform than 4 mediocre ones.

  • What are your social media goals: Do you want to open dialogue with your customers? Some platforms (such as Twitter) lend themselves better to conversations. And on others, consumers prefer to just absorb information, like Instagram, which is great for informative posts and creating an online “shop front” via your grid.


If you want advice about marketing and social media strategy, book a 30-minute free consultation and join me for a virtual coffee and chat about your marketing goals: vanessa@mothmarketing.co.uk.