Creating A Balanced Social Media Presence
Creating social media pages for your business is a good first step in the right direction, but what will really set your business apart from others is having a balanced social media presence that will allow you to reach out to your customers consistently, and through a variety of avenues.
A balanced social media presence requires involvement in many social media platforms, posting often, posting consistently, and through a variety of media.
By definition, balance means: (noun) a state of equilibrium or equipoise; equal distribution of weight, amount, etc. So we must also apply this definition to our use of social media.
If you focus too much on one social media site, say for example Facebook, and ignore or post significantly less often on other social media sites like Twitter, LinkedIn, or your company blog, you are not reaching the depth of audience that is available to you.
Though it is important to consider what social media sites are best for your company, as it is unrealistic to believe you can maintain relationships and a balanced presence on all of them, once you have made the decision to join a network, your lack of presence is only hurting you.
It’s like the saying goes, “Don’t put all of your eggs in one basket.” Each social media “basket” if you will, has a slightly different audience, allows you to post different types of information and in different ways. Therefore, if you focus all of your time on one social media site, you will be ignoring what the other sites have to offer. You will also be neglecting your fans and followers who expect to receive updates and relevant information from all of your accounts.
A balanced social media presence also means creating a variety of posts. A variety of posts will help to keep your audience’s attention. This doesn’t mean that you should post information that is not relevant to your brand or company, but that you should not focus entirely on one topic within it. Remember that your audience is likely diverse, therefore you must create posts that are relevant to all of your users.
Using different types of media are a good way to incorporate a variety of posts into your social media accounts. While blog posts are a good way to begin, consider creating a video series on YouTube, or an audio series on SoundCloud that your followers can subscribe to. Infographics, or information graphics, that visually represent information, data, or knowledge are also a creative way to display statistics about your brand if you have a creative, design savvy person in your office.
Maintaining a balanced social media presence can be very time consuming, especially for a small company that does not have the capability to hire someone specifically to handle their social media marketing. Nevertheless, there are resources that can help, such as Tweetdeck, Hootsuite, BufferApp and similar social media scheduling services.
Like in other aspects of life, planning ahead often helps to keep you organized and on task, so similarly, creating a social media plan and schedule can help to keep your social media posts in equilibrium.
So if you see your social media scale start to fall in favor of one social media site, get back to the drawing board and remember that a balanced social media presence is the best to reach your customers base.