Social media content marketing on a single platform
Too many brands and companies are still trying a scattered approach on social media. They try to be everywhere and disperse their efforts too much.
They also apply a unique approach. Whether internal or external social media marketing teams, they build campaigns around a unique communication style and a rigid set of formats, and expect them to generate the same results on all platforms.
Especially for smaller or niche players – or really, anyone with a limited budget – it makes more sense to double down on one platform, learn its idiosyncrasies, and become an expert at cultivating your base. ‘hearing.
In a new report from BI Intelligence, Business Insider’s paid research service, we explore why platform-centric approaches make more sense and explore how to make them work. Here are the advantages:
- Social media budgets are getting more manageable. Your organization will no longer waste dollars with a half-hearted attempt to be and publish everywhere.
- Brands and businesses will have a more authentic voice. It is difficult to develop an authentic and humanized voice on each platform. Focusing on a single network will help brands cultivate a more compelling personality.
- Become more efficient. Many social media businesses see a lot of success on one platform, but continue to nibble on others. Why not concentrate resources where your commitment is most profound?
- Improve your chances of media and viral success. These come from a deep understanding of the peculiarities of a social network, not throwing everything to the wall to see what sticks.
- Develop a talent for avoiding blunders and nonsense on social media. Many social media outreach moments in recent years stem from a lack of understanding of what makes each network tick.
- Users have developed sophisticated cultures specific to the network. They can spot an installer a mile and a half away.
- Creative Freedom: This may seem counterintuitive, as choosing to focus energies on a single platform would seem to close the options. But concentration actually opens up opportunities. Ideas come more easily once a single main platform is chosen.
- Avoid top-down strategies that try to insert round pegs into square holes. Ideas for publications and campaigns will be guided by a more bottom-up thought process. And not by the nebulous question: “What is our strategy on social media?” “
- Drive better recruiting and contracting decisions. If only one platform is prioritized, the search for talent on social networks becomes clearer. Different types of expertise are required for each network.
- Finally, a deliberate platform-centric approach allows for easier testing and tracking of results. If one platform focus does not work, another focus can be tried. But the data will be clearer and the priorities will be easier to rearrange.
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Of course, that doesn’t mean that brands and companies can’t establish a presence across all platforms, or if they have the budget, tailor strategies tailored to each of the major platforms.
We also offer six main strategies for becoming “platform native” and give examples to illustrate them.
Marketers can establish themselves on alternative social channels and direct audiences to their primary channel. (Google+ is particularly effective in a secondary role, as profiles and posts appear next to search results.)
These are the six networks we cover, and the report suggests a platform-specific strategy for each:
These are just a few of the possibilities. Once a brand or business engages on a single social media channel, possibilities begin to open up.
For full access to the Platform Specific Social Media Content Strategy report, sign up for a free trial membership today.