On average, B2C and B2B businesses use 4-5 different social networks to display their content. Each social network represents a different audience since no two are the same. As you market for your business, it is important to be aware of the audience according to social network. The content you share on one network may not be as appropriate on another. To get the most out of your time and effort, you have to create the right content for the right network. But how do you choose the best social network for your business’ content?
The first thing you need to do is get a sense of who your fans and followers are by network. The demographics of your Twitter fans may be completely different than that of your Facebook fans. So the content they see should also be different.
Just as important as knowing who your fans are, you need to discover is who is actually using the network. For large corporations, this is nearly impossible to track since their audience is from all around the world and use several social networks. For your smaller business, this isn’t the right approach. You need to know who is actually active in each network. For instance, a majority of users on Pinterest are women and the top users of Facebook are under 50. If your business sells car parts, Pinterest might be a waste of your time and resources to market on. When you know the makeup of a network, then you can use that information to choose which sites to share your content on.
Take advantage of your analytics. Google Analytics is a great tool because it lets you look at social referrals within the traffic tab and provides you with a breakdown of the number of visits driven from each channel. As you go through each source, you can see the exact pieces of content that were shared through the channel, and what drove visits from the channel to your site.
Take a look at what your competitors are up to. They can actually be an asset to any online marketing program. From your competitors, you can get a sense for what’s working and what isn’t from a marketing standpoint. You can observe what content your competitors are promoting on each channel, what people are responding to, and what types of content people are sharing. Chances are, your competitors’ audience is the same as yours. Evaluate their channels and find out what resonates with that audience.
Start rethinking your networks and make sure you’re giving your content and efforts the best chance for success! To view this full article, click on the link below.