The world of marketing is changing. With organizations fighting for mind share and traditional marketing efforts fading away, marketers are constantly trying to find new ways to get buyer’s attention. Additionally, with budgets remaining constant or shrinking, technology getting more sophisticated with every day passing and with Generation Z joining the labour force, digital marketing-- especially social media--is growing in importance. .
Social Media space now provides various channels and options. There are multiple stats and figures on followers per each social media channel and so many blogs/books written about how to use and which channel to use that it can be overwhelming.
The trick is to figure out the best channels for your marketing needs and how you do this, depends on:
the demographics of your target audience
where your target audience hangs out
how do they like to communicate or be reached
Once you have nailed this down, you have taken the first step in the right direction of choosing your social media channels.
Next comes, the engagement level. This involves 2 items:
What type of content your target audience likes
How do you keep them coming back to your channels and contributing to the discussion
This again comes down to how well you have understood your audience. If you’re in the early stages, you can use these two easy methods:
A quick short easy survey of the content appetite of the audience
Trial and error
The next step is how you monitor and track your performance on these channels. I came across a very good article on this. Here is the link.