Make sure you answer these questions before you get started.
By Victoria Knepp, Account Executive
Before we get into the good stuff, let’s look at some stats.
- 91% of B2B marketers are using social media content marketing, with 85% of those naming LinkedIn as their top performing channel.
- B2C brands, however, are spread wider across Facebook, Instagram, plus TikTok and X, with 91% of them on Facebook, 86% on Instagram and then a drop to 55% on LinkedIn.
Now, I’m not the biggest numbers gal, but that last stat adds up to more than 100 – so, a lot of brands are on multiple channels. Enter: what prompted this blog. A client recently wanted to expand their social presence to another platform with the question, “what do you think?”
Now, I have (precious and painfully cute!) little kids, so I’ve gotten really, really good at answering questions with questions. Starting with questions sets you off on the right track and makes you think thoroughly, even strategically, about your next step. (While this certainly isn’t the result for my sweet two- and four-year-old, I have a feeling it may work for you.)
What is your main goal on this social channel?
Make it clear and achievable from the outset. Goals can include:
- Telling brand stories to an audience that’s found on TikTok
- Expanding product reach on Instagram
- Using LinkedIn to share company culture and build recruitment relationships
Just make sure you’re doing it for the right reasons. (Wrong reasons can include: the spouse of someone in the C-suite thinks you should do it, or the CEO thinks getting your company on TikTok will immediately double sales.)
Does this specific social platform make sense for your brand?
Think about two distinctly different platforms like LinkedIn versus Instagram. Their whole vibe is different, and you log on to them expecting completely different experiences.
What kind of content can you, and will you, share?
Do you have a lot of video and visuals? Instagram or TikTok may be a great place to promote your brand. Do you have stories to tell? LinkedIn or Facebook may be the better direction to go. Keep in mind, the content you share on each platform can and should be unique to that channel.
Where is your audience? Where are your competitors?
Sidenote: Because I am a social media expert researcher and navigator at Rasor, I of course also provided the answers to these questions for my client. We would never leave you hanging!
Once we’d sorted that out, it was their turn to fire the questions at me.
Should I be on every social media channel?
No.
Be on the platforms that make sense for you and your content. A dormant or inconsistently posted channel can actually do more harm than good. A neglected social channel can negatively impact your credibility and can even sever a connection with a potential follower.
Should I be on multiple?
Probably.
Widening your social scope can do wonders for brand awareness and help you achieve your goals, whether they’re driving sales, generating leads, or building an online community.
Where do I start?
The intricacies of this answer lean heavily on what social channel you’re starting on, but here are some basics to think about first:
- Build a robust, complete profile. Add a high-quality profile photo, add a comprehensive “About Us” section and include contact information.
- Connect your online presence. If you have other social channels, link them. Add your website, your online store, and any other specific links you want to direct followers to.
I should add: if this is your first-ever social media account for your brand, you’ll want to start with some research and social strategy. (I know some people you can call for help with that! Hint: it’s Rasor.)
How do I get followers?
You do all that work and look at your beautifully built profile, but all you can see is a big, glaring zero. Zilch. Literally no followers. It can be incredibly daunting to be in this spot, but with the right social strategy, you won’t be here for long. Start with:
- Content, content, content. Define your voice and share your stories. Create a consistent routine of sharing and posting content.
- Follow and engage with other accounts that align with your brand. Or better yet, users already talking about your brand.
- Consider a paid media strategy to kickstart your following.
- Check out these five easy tips to level up your social content.
Insider tip: Instagram and LinkedIn specifically have strong algorithmic discovery, meaning new accounts on these channels tend to grow faster than on platforms like X where chronological reach dominates.
If the zero followers still seems far too daunting, don’t fear, Rasor is here! (Remember how I said I have little kids? Just leave me and my kitschy puns be.) Whether you’re at zero or 1,000 followers, we can help you hone in on which social strategy works best for you. Rasor is an award-winning marketing agency in Cincinnati delivering communications, design and public relations strategies to industries including healthcare, municipal and infrastructure and B2B/B2C. Want to learn more about how we can set your social media up for success? Contact us at info@gorasor.com or 513-793-1234.