When it comes to social media, it seems like the only constant is change. There’s always something new popping up - a new platform, a new feature, etc. But how do you know if a new social media site is really worth your time?
Three questions tell it all:
1. Is your audience there?
Have you ever noticed when something new comes out, it’s often touted as ‘the next best thing?’ Well, that might be true for some companies/industries, but it’s not necessarily the case for everyone. For example, if your association targets Baby Boomers, Snapchat may not be the best platform for you - at least not in its current state.
That said, before jumping on any new social media site, always ask yourself, “Is my audience there?” If the answer is no, move right along - no matter how “shiny” that new platform might be.
2. Does it align with your goals?
At the end of the day, everything you do should relate back to one goal or another - and that includes social media. Don’t just hop on a new social media train just because; make sure it’s rooted in strategy.
Here’s an example: Let’s say your goal is to drive traffic back to your organization’s website. Well, Instagram probably isn’t the best platform for you because you can’t add links to your captions. Sure, you can add links in your bio, but that’s really just more of a hassle - for you and your audience.
To make things simple, start off by outlining your goals; then, choose your social media sites accordingly.
3. Do you have the content and resources?
Let’s say your audience is on a new platform and that platform aligns with your organization’s goals. Great! Now there are just two more things you need: content and resources (i.e. someone to manage that particular platform). If you don’t have both of those in place, it’s best to just put that platform on hold - at least for the time being. After all, only thing worse than not using a particular platform is having an account and just letting it sit idle.
If you answered ‘yes’ to all of the questions above, then it’s time to start exploring that new social media site! Not sure where to begin? Check out our free Social Media Guide below!