By Perry Rearick, Chief Editor, Follow Your Buyer
When it comes to your company’s social media presence, it’s like walking into a Baskin Robbins, the choices are numerous, they offer samples, and they’re all delicious. We happily agree to a demo and before we know it, someone is asking us if we’d like those two scoops of LinkedIn Premium in a cup or cone?
When doing a Google search for best social media platforms for business, the top response is an article explaining the capabilities of 15 different platforms. We typically begin by excitedly examining the various features, note the number of users, and give the helpful cautionary statements a passing glance. However, that’s absolutely the wrong way to start.
A company page on a social media platform can have a variety of purposes: recruiting employment candidates, connecting employees who work remotely, engaging with current customers, and attracting new customers. It’s important to begin with a clear understanding of the outcome you want from your social media presence.
Defining a clear purpose for your social media will help determine which platforms to use and the kind of content you’ll need. Let’s consider buyer engagement: both prospects and current customers. There are three important questions we must ask ourselves.
What social media platforms do my buyer’s use?
What is their purpose for using them?
How do they use them?
Clearly answering these questions and developing a content plan that aligns with the needs of your buyers will greatly improve the odds of attracting them and connecting with them in a way that creates business partnerships.
So, step away from the counter for the moment and ignore that young man who is offering to upgrade your choice with sprinkles? And, think about your buyer!
I hope you have a great week!