Facebook, LinkedIn, Snapchat, Twitter—how many other social media platforms can you name? New social platforms are born every day, but that doesn’t mean they’re useful or necessary for your business. When choosing a platform, the most important thing to remember is that B2B social media doesn’t work the same as other media. Each platform has a unique audience that expects a certain type of experience. For you, that means different advantages, disadvantages, outcomes and metrics.
The simplest way to decide which platforms are the right platforms is to understand the social media habits of your customers and prospects. But that doesn’t mean just knowing the social platforms they use in their work lives. It means understanding their needs.
Studying your competitors is another way to choose a platform that will jumpstart your social media program. You may not need a full audit, but check out their pages to get a basic idea of what’s working for them and what’s not. See how many followers they’ve got so you can compare against your own channels. This will help you establish realistic goals and benchmarks. And while imitation is the purest form of flattery, it’s not a good idea to simply rip off what a competitor is doing. Marketers are quick to recognize copycats.
Though each platform’s content should follow platform-specific best practices, there are seven basic guidelines that are shared among them all. When creating your social media strategy, start with these rules.
Want more helpful tips like these? Download our B2B Marketer’s Ultimate Guide to Social Media and get started today.