Seven questions to determine if a social media channel is right for your company

LinkedIn. Instagram. Tumblr. Connex.

Okay, I might have made that last one up, but with the evolving world of social media, you might have thought it was just the latest in a list of ways to connect online.

So, with the growing number of channel options out there, how do you know where to invest your time?

HootSuite’s blog gives a good overview of the types of social media, but here are some questions to help you analyze if a channel is a good fit for your company’s social media strategy.

  1. What are the goals and objectives for social media?

Identifying what you are trying to accomplish through social media can point you in the right direction when it comes to channel selection.

  1. Is a key public active on this channel?

It’s critical to know who you are trying to reach with your social media posts and what channels your audience uses to research companies, products and services or educate themselves on industry topics.

  1. Are my competitors or partners active on this channel?

This doesn’t mean copying what they do or say online, but take the opportunity to see where they are posting and what is resonating with their followers. Then, consider how you can adapt these findings for yourself — in a way that makes sense for your target audiences.

  1. Are industry conversations happening on this channel?

Following conversations on key industry topics can provide insights into which channels to adopt and how you can best leverage them for your company.

  1. Is the channel a good fit for content I have to share?

Some channels are designed with specific content types in mind. For example, if it’s a challenge to find quality, engaging photos, Instagram may not be the right choice for your company at this time.

  1. Is this channel well established or new to the marketplace?

Depending on your business’ level of comfort with new marketing initiatives, you may be excited to be an early adopter of a channel or you may prefer to wait until is it more established before incorporating it into your strategy.

  1. Will I be looking for paid opportunities on this channel?

With organic reach decreasing across a number of social media channels, sponsored content is becoming more critical to reaching your audience with relevant content. Having an understanding of the channel’s current paid offerings, although these will change over time, and how they can fit into your overall strategy will ensure you’re on the right path.

Assessing your needs through these questions can help you be proactive about your strategic approach to social media and not tempted by every channel out there.

And, at least you can cross Connex off your list of ones to analyze. 🙂

Looking for more social media best practices? Check out these remarkably insightful tips from a two-year-old.

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