Social Media Overload!

It’s no secret that having a presence on social media can be a huge benefit to the growth and overall success of your business. According to a recent Harris Poll, 78% of consumers are willing to buy from a company after having a positive experience with them on social media. It’s not just about sales either, social media is a major tool in simply increasing the overall awareness of your company. In 2021, there were 3.78 billion social media users worldwide, which equals roughly 48% of the world’s population!

All of that being said, the world of social media has never been more crowded. With the rise in platforms such as TikTok and Snapchat, it’s more difficult than ever to navigate this constantly changing landscape and determine which platforms are best for achieving your specific goals.

Do I need to be on every social media platform?

The answer to this question is complex, but in short… no. While it may seem like having a presence across each and every platform, it’s simply not always feasible to attain. Unless you’re a large company with adequate resources to dedicate to this tall task, you are better off going about it strategically and determining which ones are best suited for you and your specific goals and objectives.

How do I determine which platforms work best for me?

A good place to start when developing a social media strategy is to look at the audiences and demographics for each platform. For example, Facebook is very much targeted to consumers, versus LinkedIn which is more of a business-to-business platform. Understanding those demographics is key to finding success and determining the best approach. 

For example, according to Statista, as of December 2021, 26.4 percent of Facebook users in the United States were in the 25 to 34 year age group. Overall, 18.2 percent of Facebook users were in the 35 to 44 year age group and just 3.2 percent of 13 to 17 year old's used the social media platform.

It's also important to keep in mind that you should be tailoring your content to the appropriate platform it’s being shared on. This can be the most challenging aspect of attempting to be active on every platform since it can be time-consuming and stretch your marketing resources. Remember, if you’re going to start an Instagram page, you need to make sure you’re posting to it on a regular basis and have a system in place to reply to comments and messages, the same goes for other platforms as well.

It can certainly be beneficial to experiment with new platforms and develop new content to engage with its audience, but it should be monitored to determine its effectiveness before committing too much time & energy into it for an extended period of time.

At Cambium, we help clients of all types and sizes develop their social media strategies. If you’re interested in learning more about our services let us know!

Sources:

https://sproutsocial.com/insights/importance-of-social-media-marketing-in-business/

https://www.oberlo.com/statistics/how-many-people-use-social-media

https://www.worldometers.info/world-population/

https://www.statista.com/statistics/187549/facebook-distribution-of-users-age-group-usa/