said 1 year, 6 months ago:
Good question, @joanmuschampfagnani:
When I’m counseling businesses as to which platforms they should be using, one of my first questions is about PEOPLE. Who is your target audience, and where do they hang out in the social space? Many times the small business owner don’t really know, so there has to be a listening/research phase to determine that (and also where their competitors are in the space). But knowing your audience should always come first.
Another key question is, what are your OBJECTIVES for using social media? Are you looking to build awareness, use it as a customer service tool, make more sales? Before jumping on the bandwagon–have your objectives clearly laid out–then plan your STRATEGY, and which TACTICS should be used to implement that strategy–in that order: P.O.S.T. (something Mari Smith taught me a couple of years ago).
If you’re a B2B company that caters mainly to C-Level male executives, and your objective is thought leadership and reaching out to individuals, then perhaps the effort and expense required to build and maintain a FB page may not be in your best interest. LinkedIn–yes–and definitely a company page there as well, which you might also incorporate with a YouTube channel.
So my advice would be to develop a cohesive, integrated plan first, based on your audience preferences. Then choose platforms carefully–considering the time and cost requirements of each.