There is such a thing as too much social media

If you’re in business right now, chances are you’re online in some capacity. Whether it’s maps to your physical location, emails for orders, a website for products, or social media to communicate with your customers, there’s almost no escaping the virtual world. And once you get into it, it can be addicting - especially social media. The wide variety of platforms and audiences can be alluring, and you may want to get exposure for your brand in as many places as possible.

But beware the pitfalls - not every type of social media platform is going to be a fit for your organization. Before you click on that “sign up” button, take a moment to consider what you do, what the platform does, how much time and content you have to contribute, and who is going to see you there.

The most two most essential components of most social media are the content and the connectivity - the “social” and the “media”. Skip one, and your account will be ignored at best. At worst, it could hurt the overall impression of your business.

Consider the “media” portion. Different platforms require different inputs from you. Facebook can have text in long or short form, videos, pictures, and links. Twitter requires brevity - or a good connecting link. Instagram thrives on compelling visuals. YouTube is all about the videos. So consider your capacity, your message, and your message. Can you distill your message into a tweet? Do you have great pictures that tell their own stories? Do you have the time and skill to create videos? If you’re going live with videos, do you have something timely and important to convey?

If the answer is no, that’s okay - not every message needs every platform. Don’t spend hours and dollars producing videos if they don’t tell your story. Don’t force photos that don’t connect to your audience. And don’t tweet if you can’t say it in a short comment.

The best thing you can do for your business isn’t to spread yourself thinly across every available platform. For one thing, new platforms emerge all the time, and it can take a bit of time and experimentation to see if it will survive and thrive. If you immediately put resources into every new opportunity, you’re going to waste a lot of time chasing audiences that may never materialize.

The best thing you can do is look at the established platforms, and evaluate them for compatibility.

The other side of the coin is the connection - the “social” part of social media. It’s essential that you don’t look at these platforms as broadcast opportunities. What makes them different from other media sources is that when you say something, people will speak back to you.

For example, if you’re on Twitter, you need to watch for conversations that involve you, tweets back to your account, and direct messages in private. Companies that don’t invest in staying on top of these connection points are doing themselves a disservice by staying on Twitter. Engage your audience there, and fast - or don’t go on at all.

So before you dive into the world of social media, take a few moments to consider which pool you want to swim in, and make sure you know how to stay afloat. If you need help making those judgments, give us a call at Black Pug Solutions. We can help you to evaluate the choices, and set you up for success, so you won’t just be treading water - you’ll be swimming circles around the competition.