Many social platforms have launched, but few have stuck around long enough to boast active users or maintain a brand’s marketing resources. During this week’s #SproutChat, we discussed ways to ensure a consistent voice and experience across each communication touchpoint. We also covered off on reasons why your brand needs to allocate time to different platforms. Be sure to check out how Sprout can help you analyze your overall brand awareness through reports across all major social platforms.
Success on More Than One Network Is a Must
With different networks having distinct personalities and use cases, it’s necessary for your brand to be present on multiple social platforms to better serve various segments of your community. Keep in mind that your followers expectations will vary based on the platform your brand is on.
@SproutSocial A1: Because they are different people, with different needs who you cannot talk to the same way.#SproutChat
— Jorge Santana (@JsantanaRGV) April 5, 2017
A1.
Your content/audience…
might travel!Might try multiple & discover what works best for your brand…#sproutchat
— Gabriela Cardoza (@CardozaGab) April 5, 2017
A1: Different segments of your target audience could be on different platforms. Limiting to 1 platform could mean missing this #SproutChat
— Searcy Sledge (@SearcySledge) April 5, 2017
A1:Gives me confidence to experiment diff strategies on each channel. Sometimes these choices can feel arbitrary. Measure it! #SproutChat
— Deserae_Dorton (@Deserae_Dorton) April 5, 2017
A1: Sometimes "success" can be misleading. You need to use the same biz goals not vanity goals to measure each network. #SproutChat
— Dave Macdonald 🇨🇦 (@rdavemacdonald) April 5, 2017
A2. Diversification is key, but analyze your ROI. If it's decreasing, focus your energy elsewhere. #SproutChat https://t.co/hGOL0OnoJD
— Maggie Bizzell (@MaggieBizz) April 5, 2017
A2: See how YOUR engagement/returns on platform are doing. Also your monitoring should give you any idea why they're leaving #SproutChat
— Jeff Higgins (@AnnaMariaSocial) April 5, 2017
Pursue the Network With the Accurate Audience for Your Product
While it’s important to spread your resources across different social platforms, if your team has a limited bandwidth, focus on consistency and creative content on one or two networks instead. Consider the demographics of your most frequent customer and focus on the social platform that aligns. For example, if your audience mainly buys via mobile, Snapchat or Instagram might be a good place to start. Or, if your buyers are mostly women, look into a female-dominated network like Pinterest. Do your research and don’t be afraid to directly ask your community where they’re spending the most time.
@SproutSocial A3: Four things: target audience, goals, brand voice, and where you're already being talked about. #SproutChat
— Taryn Grisham (@taryn_grisham) April 5, 2017
@SproutSocial A3 #SproutChat just ask! Do a survey or poll to find out where your audience is. Or use social listening tools by searching your brand http://pic.twitter.com/tdDc7UZAy7
— Natasha Kristina (@hitheresunshine) April 5, 2017
A3: Research similar products/services to see where they are successful. #sproutchat
— Brad Lovett (@Brad_Lovett) April 5, 2017
A3: Research which platforms help you achieve your specific business goals. The data is out there. #SproutChat
— Mallie Rust (@malliefe2o3) April 5, 2017
Consider Utilizing Multiple Profiles
For some brands, it makes sense to foster separate communities with different profiles on the same network. If your organization offers multiple products or has a large customer base, develop a brand identity for that second or third profile that offers something unique to that specific audience. At Sprout, we have a dedicated Twitter handle, @SproutSupport, for customer service-related issues so that we can provide the best care for our community.
@SproutSocial A5 #SproutChat different initiatives may require different pages. I recommend waiting until it's completely necessary and having a plan
— Natasha Kristina (@hitheresunshine) April 5, 2017
A5b. For ex, customer service and news/alerts should be separated if there is a lot of output from each page/profile. #SproutChat
— Maggie Bizzell (@MaggieBizz) April 5, 2017
A5 I'd be careful about posting more than one organization profile per network. That could confuse others as well as yourself. #sproutchat
— Jim Katzaman (@JKatzaman) April 5, 2017
@SproutSocial A5: Keeping support requests to one handle can be great so large brands can get their customers the help they need quickly. #SproutChat [TK]
— ModSquad (@modsquad) April 5, 2017
A5: I feel that @SproutSocial @SproutChat @BambuBySprout are all good examples of this 😉 It depends on your growth + purpose! #SproutChat
— Venture Icon Media (@VentureIcon) April 5, 2017
@SproutSocial A5: When you need to execute separate social strategies tied to very different goals. Maybe multiple brands or audiences #SproutChat
— Dr. Liz Gross (@lizgross144) April 5, 2017
@SproutSocial A5: Three rules: When each one has a specific purpose, audience overlap is minimal AND there is enough content to fill it. #SproutChat http://pic.twitter.com/dcEUNr75am
— Probably Geoff (@mynameisGEOFF) April 5, 2017
A5) Certain divisions/initiatives may have different audiences. Still, multiple accounts should demonstrate an aligned vision. #SproutChat https://t.co/kkJcmNb1ot
— Jeremy Bond (@JeremyDBond) April 5, 2017
Join us next Wednesday, April 12 at 2 p.m. CDT to discuss how to educate your colleagues on developing a personal brand. Click on the link below to add the our Twitter chat to your calendar. See you then!
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This post #SproutChat Recap: How to Be Successful on All Social Platforms originally appeared on Sprout Social.
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