Are You Giving Your Followers What They Want?
It should go without saying, but people join different social networks for different reasons and fulfillment. A new report from IPG Media Lab found that 52% of people who use social platforms are present on multiple networks, and 73% of them maintain a presence on three or more networks. Why? According to 72% of them, "certain platforms are better suited to different interests," and 60% say they "connect with different types of people, media and brands on different platforms."
There's no shortage of social networks out there, and that's a good thing because each offers users a different experience. Facebook tends to be used heavily for food/dining and hobbies, while Pinterest is used heavily for home decor and fashion. Then there's Twitter, which is most often used for celebrities and gossip.
That's good news for social networks as it shows that each of them play a critical and different role from other options, but it also represents opportunities for marketers.
What Defines Your Social Footprint?
People can cite specific reasons for why they're using specific platforms. Many brands, it would seem, cannot. They're reposting the same content across social platforms, spreading content that earns little to no engagement. It's an approach that allows them to check social off the list but garner no benefit. They're present but with no clear reason why, and consumers can see that.
A strong social media presence has to be earned by fulfilling the wants and desires of an audience, while working to achieve business objectives at the same time. This means walking away from a one-size-fits-all approach to platforms, finding out why your audience uses each platform and defining how your brand can deliver on that in its own unique way.
People go online to connect with others and information. People don't often go online to connect with brands, but brands can facilitate connections between people and what they want by delivering experiences that resonate with their core reasons for visiting Facebook, Twitter or other social network in the first place. That's where real opportunities exist.
The answer to why your brand should be present on a platform is to bring value to your customers. Discover what they want and deliver on it.