The impossible question: Which social media platforms should I use?

Social Media apps

When you’re a kid, the big question is, “When’s Christmas?”. As a teen it’s “how can I get <insert name here> to like me?”. As a digital marketer it’s “which social media platforms should I be using?”

The only one with an easy answer is “when’s Christmas?”. But, as a five year old; I know I wasn’t happy with the answer: “in 20 sleeps”.

Choosing which social media platforms isn’t a straight forward process. Sorry. However, it can be done.

Start by looking at your target audience. Who are they? What do they do? Where do they play: facebook, Twitter, instagram, Tumblr? Standard segmenting questions. Ask them directly, if you want. They’ll appreciate the attention and you’ll be getting direct data.

Then play on those platforms. Yes, it’s really that simple.

The days of sell sheets with user base profiles are over. Social media gives us the ultimate personalization. One platform can reach many different demographic and psychographic groups. Each user will make it their own.

Does that mean you need to have a presence on all platforms? No. Find the critical mass for your target and play there. Make it cost and time effective. Remember, you’ll be researching their behavior, crafting content, curating third-party content and conversing directly with your audience. That takes time. It’s not worth all the work customizing all this to different platforms if not enough of your audience play there. That said, test things out. Just be prepared to drop it if it fails. It will and you’ll learn from it.

That’s enough from me. Go profile your audience and get playing. Now!

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