Every month there seems to be a new social platform which is ‘essential’ for all businesses.
If business owners were to spend time on all of these platforms there wouldn’t be time for anything else!
So how do you know which platforms are worth your time?
Should you be embracing the latest social trend?
It’s Not about the Platform
When companies look at their social strategy they focus too much on the platforms themselves. Remember; Facebook, Twitter and Google+ are just tools which help you make the most of the social web. Does a carpenter’s work depend on which hammer he uses, or is it his skill and expertise which determines the quality of the end product?
Apply this thinking to your social strategy. Don’t put platforms at the centre of what you do. Instead, focus on functionality and infrastructure. Look at the most successful ‘social’ companies: they aren’t successful because they’re the first to adopt the most recent platform or app. Their success is based on their ability to use existing platforms in new and innovative ways.
Understanding Your Community
All social success comes as a result of understanding and engaging your community. Before jumping into the latest social trend, carefully consider how it will help you achieve your goals.
I see so many companies investing time and effort into platforms that have almost no value for them. Focus your efforts on the platforms where you know you can build a valuable community then make the most of that community.
Remember, you are far better off using one platform well than haphazardly using ten.
Why Are You There?
One of the most common problems I see is companies signing up for the latest social platform because they feel they should. What often happens is, in their rush to jump onboard, they won’t take the time to understand how this new platform is designed to work. This usually results in incomplete profiles, a blurring of professional / personal boundaries and general confusion. This is no use to anyone.
By all means, look at new platforms. Experiment with them. Determine whether they have any business value for you. If they do, and you can afford the time to manage them effectively, get involved!
Please, don’t just jump on-board for the sake of it. It will do more harm than good.
If you’re struggling to see value from your social efforts it’s likely that you are spreading yourself too thinly. My social screening service is designed to identify where you should be focusing your efforts in order to maximise value. I’m also able to help businesses streamline their social processes and infrastructure using HootSuite and other innovative social apps.
For more information please don’t hesitate to get in touch.