We get it. You’re a busy person. You spend all your time focusing on running and expanding your business. It can be hard to justify the time investment in developing – and then actually executing – a social media strategy when you can’t see a quick ROI on it. Better to run some quick TV and PPC spots and get a rapid turnaround on your investment.
Well, not really. Over the last decade, social media has gone from being a curiosity for college kids to being an absolutely indispensable necessity for any business to invest in; for some users, it’s essentially proof that you’re even still in business. So if social media marketing isn’t a priority for you, it’s time to make it one.
But what if you don’t have the resources to dedicate to a full-court social media onslaught?
Well, that just means you have to prioritize.
While it’s generally desirable to have an active presence on as many social media channels as possible, sometimes that’s not practical, so if you only have limited resources to give to this effort, you need to figure out where you need to be. And that’s not always a simple matter. It depends on who you want to sell to – and where those people are.
Here’s a quick rundown:
So prioritizing a social media platform depends on what your goals are. You should have a Facebook and Google+ page kind of no matter what, but you only need to really make Facebook or Twitter accounts active if you plan on really heavy customer engagement. LinkedIn, on the other hand, isn’t as huge an asset for, say, an online retailer as for a professional service or B2B enterprise.
Now, like I said above, you really want to be active and engaged on as many as you can. Every link, every organic share on Facebook, every like on Twitter, is indexed by Google and factors into your PageRank. Google cares about, well, what people care about. So your goal is to eventually be as promiscuous with social media platforms as you can. But until then, it’s about figuring where your time and money is best spent.
So take some time and figure out what you need to accomplish online, and prioritize your social media strategy accordingly. Whatever platform gets your attention, spend at least a couple of hours a week maintaining it, even if the rest get short shrift This gives you a firm foundation for a social media strategy that you can grow as you build up the resources – and gives you valuable practice in the meantime.
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