4 Ways to Decide Which Social Platforms are Best for Your Business

Posted: November 15, 2013 in Artist Corner, Marketing Tips, Social Media Tips
Tags: , , , , , , , , ,

Second of three parts

Facebook, Twitter, LinkedIn, Google Plus, Instagram, Pinterest, Flickr. The list of options available to businesses looking to leverage social media is a long one, and it keeps growing. But don’t worry; you don’t need a profile on every platform to have a successful social media strategy. You just need to be on the right ones; and there are four ways to determine which social media platforms are a good fit for you and your business.

1. CRM

Your CRM holds a wealth of information about your current and prospective clients. This growing database of information tells a story about each contact.

Be sure that among that information is a list of the social networks each contact is using. If information is obtained through phone calls and emails, make sure the sales team is aware they should be asking what social platforms prospects use.

If your website includes online forms (and let’s hope it does), consider adding a form field that asks for a Twitter handle. Perhaps the form asks the user to check which social platforms they use. Either way, give the user an opportunity to share which social platforms they prefer.

As this information is added to your CRM, your team will be able to discern patterns about commonly used social networks.

2. Social Metrics

Many of you probably have company social accounts. If this is the case, great. Evaluate the number of followers for each of your accounts. What is the level of engagement? Are your posts being shared or liked? Are posts receiving comments? Is that engagement related at all to your business objective?

Answers to these questions will help you determine if a given platform is helping your company or just taking up your time.

3. Web Analytics

Website analytics typically show you the sources of your traffic. Consider the percentage of traffic that comes to the website from social media. Break down which social platforms are driving the most traffic. Is it Facebook, Twitter or Instagram? Which platforms are driving the most conversions?

Your social media strategy may not be perfect (and it never will be), but this is a good indicator of what is effective with your target audience.

4. Surveys

A simple way to learn which social networks can reach your target audiences is to simply to ask. A survey to current and prospective clients will give you some insight into which social platforms they look to for reliable information. Some of those answers may surprise you.

Numbers Don’t Lie

If you’re finding a noticeable discrepancy in the number of website visits and lead conversions, you may want to revisit the contacts generated from social media. You may have a large following on a social platform, but if those contacts aren’t converting they may not be your target audience.

You’ll have competitors, influencers and others following you on social media that have no intention of becoming paying customers. This will always need to be factored in. But if you have high social media visits with few conversions, you may need to reconsider your strategy. Either the platform isn’t effective at reaching your target audience or your strategy needs to be revamped.

Remember to keep your business objectives in mind when determining your social platforms’ success. If you’re focusing on customer experience, lead conversions may not be of high importance. But over time objectives can shift. While at one time you may be focused on brand awareness and cultivating a following, later you’ll want to focus on converting those followers into customers.

What are some ways you decide which social platforms to use for business?

Read more at http://www.business2community.com/social-media/4-ways-decide-social-platforms-best-business-0676282#BtOpdWtSfSERKYrg.99

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