Depending on a company's goals, resources, audience and bandwidth, one or more social platforms may be more effective than others. From David Murton at jeffbullas.com, here are tips on choosing the most effective social media platform for a company's marketing efforts.
First, define what you want to achieve. This could be more traffic, increased sales, or increased visibility. Ideally, these goals will overlap in that success with one ensures success with the others.
Consider the traffic levels of different social media sites. Facebook currently has around 600 million users. Twitter is around 190 million users. The ability of your company's site to handle traffic is also a consideration. A campaign could generate a lot of traffic quickly, so you need to be able to handle it.
Understand the habits of typical users of social media. Many social media studies exist to help you further segment the audience.
Time management will be the main resource expenditure, more so early on. Creation, update, promotion and fan interaction are all time sinks. Fans expect interaction, especially from smaller companies.
Many tools exist to determine everything from ROI and reach to updating and monitoring multiple social media platforms.
Keep in mind that in most cases, whatever approach and platform you choose will take time to build an audience.
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