Finding Your Voice on Social Media
Facebook, Twitter, LinkedIn, Google+, Pinterest, Instagram, YouTube, (are we there yet?) Snap Chat, Vine, Slideshare, and the list goes on and on and on. Who possibly has time to be on all the social media channels? If you do, you’re probably a “marketing professional,” someone tasked with helping companies get their message out. If so, chances are, you’re on social media channels more than forty hours a week. But that’s not the norm.
Most people select one channel of two, based on their own preferred communication style. They’ll choose Twitter over Facebook, Instagram over Pinterest; or visa versa. But have you ever wondered WHY?
Your job, as a marketer, is not to be on ALL of the social media channels. Your job is to choose a channel that best matches you! Then, get out there. Start talking, and let the people come to you!
Stop “targeting” your audience and start “sharing” your story. From your own unique perspective, and that includes your choice of social media channel.
Not everyone needs a blog. Not everyone needs to micro-blog. Some people prefer pictures to editorial. (Proof positive: Instagram, now with 300 million users.)
Start asking yourself, which channel most appeals to me? (Hint: which social media platform do you spend most of your time on? Facebook? Twitter? LinkedIn?) Start there. You’re already a part of the community. Are you talking? If you’re not posting fresh content, are you liking, commenting, or sharing others’ content? What’s your reputation among your online peers? When they see your static icon roll by, do they tune in and read your post, or do they let it flow through their feed? What’s your online cred (credibility)?
Each social media platform has a slightly different function and therefore audience. We keep hearing stories of teenagers leaving Facebook in droves, but where’s the proof? Oh yes, they’ve embraced Instagram and its 100% visual picture feed, but they’re still using Facebook to talk to their friends.
Which channel do you prefer? Facebook or Instagram? Begin by telling your story there.
For those of you preferring a more “professional” audience, consider LinkedIn and perhaps Google+. For those of you looking for a high-tech audience, choose Google+ and Twitter. For a fashionable, creative crowd, pick Instagram, and/or Pinterest. Facebook and Youtube—the two top social media channels—are always a good option.
The social media channel you choose is an extension of you; your megaphone; your one-million-watt amp!
Get clear on what you want to say, and say it.
For more info on talking to Millennials, read 4 Ways to Market to Millennials
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