I’ve had a lot of debates with social media managers about strategy and best practices for a new social media platform. They’re just getting started.
However, I often believe the discussion should have started sooner. The unanswered question is whether or not they should launch a new social media account.
Avoid wasting time by only creating accounts on the social media platforms you know you’ll use often. It should be the very last thing you do. Here are four questions to ask yourself before jumping into a new platform.
1. Are you establishing this account because it’s a “shiny new thing,” or could this platform aid your mission and objectives?
You will likely fall behind if you’re not being intentional about your social media strategy. Often, executives or managers see another business on a particular platform and wonder why their business isn’t doing the same.
There is also often excitement around creating an account on an emerging platform. Although it’s necessary to have a presence on multiple platforms, that doesn’t mean your job is done- you need to plan how to use it effectively.
2. Do you have what it takes?
It also necessitates the availability of the appropriate sort of material and a constant supply of it with the proper tools to generate it.
For example, let’s create a TikTok account. However, simply sharing your old content won’t suffice; the entire process of creating original content for TikTok differs from other platforms like Twitter and Facebook. I believe it requires more effort to learn how to utilize TikTok properly.
3. Does your target market use this platform?
Before you choose a platform, it’s essential to do your research on it. For example, what is the primary age group of users? Is the audience you’re trying to reach even present? For instance, Twitter or Facebook wouldn’t be effective if you want to enter the Chinese market.
You’d have more success creating an account on WeChat or Weibo instead. Examine whether your peers and competitors are already on the platform. If they’re there and their stuff isn’t getting any interactions, or if they have a small following, that might suggest your audience isn’t interested in that topic.
4. How do you plan to manage your content?
In the past, we would post whatever content we wanted on our social media channels without considering how it was created or who needed to approve it.
Nowadays, however, the process has become much more sophisticated and specialized. Therefore, before you start posting anything on your platforms, it is best to have a plan in place to know what steps need to be taken for your ideas to be formed into posts.
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