One of the pitfalls of diving into social media with both feet is the risk of spreading yourself too thin. And being spread too thin can result in watered-down content and lackluster results.
According to Entrepreneur’s Rebekah Epstein, it’s better to choose only the key social media platforms that make the most sense for your company. In her article “Going Big on Social Media Can Backfire” Epstein does a nice job of spelling out which social networks are good for what purposes. Her advice can help you decide where to focus your efforts, especially critical if you are working solo or on a shoestring team.
Twitter, according to Epstein, is the first choice to consider for any business. She cites the ease with which you can gain the attention of industry influencers simply by tweeting at them.
For bigger impact in career building, B2B or professional services, consider LinkedIn. Aside from the deep connections available through your extended network, you can build a name for yourself or your company by sharing useful content in forums and industry-related groups.
Facebook she calls the “least beneficial for businesses, as there is no way to interact with people unless they have ‘liked’ your page.”
Regardless of which channels you use, Epstein advises to be authentic.
“When you have decided on the best social media outlet for your needs, the key to building your brand is corresponding with the audience using an authentic voice. Create a voice that naturally fits you and your company.”
Great advice and some good guidance in deciding where to put your two cents socially.