Many organizations struggle to find the “right” social media outlet. It seems like “everyone” is on Facebook, so they want to be there, but Twitter’s “trending topics” makes Twitter a great spot for going viral. None of these are good reasons to have an online presence via these channels.
What to consider when choosing social media outlets:
- Most importantly: where does your target user spend his/her time online?
- It might be Facebook or Instagram, or it might be online forums.
- Find out through ethnographic interviews
- There’s no point in spending time on a channel unless your users are there
- What time of day is your user typically online?
- What do you want to share?
- Twitter, LinkedIn and Facebook are predominantly places for promoting other content (images, blog posts, articles by other people)
- Blogs are great for sharing more detailed information that users will want to return to
- Forums are helpful for starting conversations (LinkedIn also offers forums)
- How often do you want to share?
- Twitter and Instagram move quickly, so a good strategy will include posting at least 5 times a day*
- Facebook cycles posts, so posting more than once a day is unnecessary
- Blogs (especially those with RSS feeds) offer a longer shelf life (i.e. people will return to read older posts), and so they rarely update more than 3 times/week
- Forums encourage community discussion, and while they require significant moderation from the company hosting the forum, they require less actual “posting.”
*Tools like Hootsuite and Tweetdeck will allow you to schedule posts in advance, rather than posting to Twitter 5+ times each day.