Step 1: Plan your social media strategy
Establish your need and resources
The first point to consider when creating a company social media profile – on Twitter, Facebook, Instagram, LinkedIn, YouTube, Pinterest, Snapchat, TikTok, or others – is whether it is worth the effort. This will depend on several factors, such as your industry sector, your audience and the resources you have available. Using social effectively is a commitment and can take time.
Don't spread yourself too thin
Avoid running multiple social media accounts for the sake of it. LinkedIn makes it easier to understand who your followers are, but Twitter offers more potential traffic upside. Instagram carries little traffic potential, so avoid that platform unless brand and influence is your focus. Different social networks have different reporting tools and offer varying levels of insight on overall performance. It can be hard to know how you're doing when compared to your rivals. Facebook and Twitter offer a lot of data on performance, but they often measure different things, so treat each channel as distinct entities.
Set goals
You also should map out the tangible outcomes you hope to achieve through launching the account.
They could include:
- Increasing sales
- Growing your customer base
- Supporting your customers and building trust
- Growing brand awareness
- Tracking industry trends
- Becoming a sector influencer
Step 2: Create an engaging profile
Once your goals are set and you have concluded that your business can commit the resources to use the social channel effectively, next is planning your social strategy.
Develop a consistent voice and post regularly
There is no merit in a burst of activity once a week or twice a month with nothing in between. Neither the platform algorithms nor the users will engage with you unless you're consistent. Try also to find a human voice.
Know your audience
What do the people you want to reach like to read and watch? Are they time-short? How much do they already know about your product? Are they experts in your sector or new to it? Ask yourself these and other questions to get under the skin of your target audience.
Know your platform demographic (figures correct Q1, 2021):
Facebook
2.7 billion
Monthly active users
25 to 34
(32%) Most active age group
56% male
44% female
Gender split
Instagram
1 billion
Monthly active users
25 to 34
(33%) Most active age group
51% female
49% male
Gender split
LinkedIn
722 million
Monthly active users
25 to 34
(60%) Most active age group
57% male
43% female
Gender split
TikTok
700 million
Monthly active users
10 to 19
(33%) Most active age group
Twitter
187 million
Daily users
25 to 34
(29%) Most active age group
70% male
30% female
Gender split
Youtube
2 billion
Monthly active users
15 to 24
Most active age group
Snapchat
433 million
Monthly active users
25 to 34
(59%) Most active age group
59% male
39% female
Gender split
Experiment with different formats
Videos, graphics, podcasts and emojis can add significant upside to your engagement and click-through rates. Try different content types and experiment with posting times and frequency.
Don't just share your own material
A lot of social traffic and influence relies on trust. While there will be times where sharing your own content is a business imperative, don't be afraid to engage with your followers and share their material too. A 1:3 ratio of external links to your own posts is a good start point.
Keep an eye on the competition
To stay ahead of the curve, it’s incredibly important to check your competitors to see how their approach compares to your own. Don’t assume that your strategy should match that of your rivals. However, keep an eye out for tips and tricks that might benefit your target audience. If something works for you, keep using it and see if you build on the success.
Sources:
https://blog.hootsuite.com/social-media-demographics/
https://www.statista.com/statistics/271879/social-network-profile-creation-in-the-uk-by-age/
https://sproutsocial.com/insights/new-social-media-demographics/
https://www.globalwebindex.com/reports/social
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