In the ever-changing world of social media, you may feel a nostalgic twinge of angst, reminiscent of your teenage years: Who are you? Where do you belong? Do you belong anywhere? Cue the Nirvana.
Just as your parents tried to reassure you, I’m going to tell you not to worry. Everyone has a place on social media. You just have to find your place to call home.
Social sites aren't just for tweens and young adults anymore. In 2014, 45% of Facebook users were 65 or older (Business Insider). While Facebook originally targeted college students exclusively, the site has matured along with its user base to the point where most of its users are over the age of 40.
Typically, new social outlets become popular with younger demographics first, and then creep their way into other markets.
While SnapChat and Vine may not be on your target market’s radar now, just wait a few years (or months!) and watch how the user demographics evolve.
This being said, finding your place in social media is all about knowing your target audience and being true to your company brand.
If your desired customer is between the ages of 18 and 30, it may be time to investigate outlets outside of Facebook. If you are targeting Baby Boomers, Facebook is the perfect place to start. If you’re trying to attract the attention of mothers or brides-to-be, Pinterest is your best friend.
Now it gets complicated.
Your place in social media doesn’t just rely on your customers. Your success in the world of social media relies on YOU.
Nailing down your identity as a company doesn’t mean you have to stick to a static version of yourself.. On the contrary, defining who you are and want to be as a company will help you grow, and do so in a healthy way.
Are you artsy and fun or “let’s get down to business,” or a combination of both? If you’re selling soaps, LinkedIn is not going to drive traffic to your Etsy page.
If you’re in the business of developing land, Instagramming your perc tests isn’t going to bring in the big money.
You’ll need to find the right combination of platforms to showcase who you are as a company while putting yourself on the map in places that will attract qualified leads.
Think about the personality of different social sites. Just as the personality of your company and demographics of your target market matter, good chemistry between you, your potential clients, and the social platforms that you’re using is essential to success.
LinkedIn is educational and ready for business.
Facebook is like a family reunion, baby shower and open house all rolled into one.
Instagram is the kid in your high school class who everyone knew was headed for art school.
If your company is very visual, make sure you chose a platform that allows you to share media. If you rely on educating your clients, a blog or LinkedIn may me right for you.
At this point, you’re starting to feel like you’re setting yourself up on blind dates and hoping for the best, but that’s all a part of the process. Just make sure to track your performance on these sites to find which ones are working best for your needs.
If you have any questions, or would like to learn how Illumine8 Marketing and PR can set you in the right direction, contact us.
We’ll be more than happy to help!