#TRGrules 6: Use the Social Meda Platforms Your Audience Uses

The sixth of the #TRGrules is one which applies every day to our own communications, which means it does to you as well. To succeed in social media, you will have to fish where the fish are.

There are dozens of popular social media platforms and hundreds of niche social media platforms out there which people use every day across the world. You only really need to focus on the platforms where your intended audience is actually at and active.

For 99% of us marketing on social media, that means Facebook. If you are looking to attract or influence influential voices in the media, elected officials, or celebrities, then Twitter is your current best bet. If you are a photographer or videographer, you may think Instagram is your best bet, and it is for a showcase, but for local people who can actually do business with you, it probably isn't.

As I write this, one of the shiniest of the new platforms is the live-streaming app, Periscope. Twitter is used to associate your account and audience with the platform. When I signed up, there were only 105 of my 4200ish Twitter followers on the platform...and my followers are pretty tech savvy!

How do I find out if my customers, prospects, and neighbors are on a social media platform?

Most of the platforms have an email integration function where you can search for folks you have communicated with that way. The best way to find out if people are on the platforms are interested in your topics, geography, or products is to use the ad tools on all of them.

There is no more demographic-rich data available than through social media platforms and their advertising tools. Heck, on Facebook you can target an ad to people with the job title, "President of the United States."

That's less than six people.

Test the other platforms, but Facebook is going to be your main answer because of the 1+ billion people who visit the site every month. That's pretty much everyone, everywhere.

You wouldn't fish in a dry lake, just like you wouldn't sell medical supplies in a town without a health care provider.

Focus your time and efforts on the social media platforms where your audience is actually using. You should also stay tuned to the #TRGrules here so you can focus your time on increasing your chances at a social media success story!


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Gus Wagner

Gus Wagner is the President.Owner of The Rocket Group – an award-winning marketing and communications firm. The Rocket Group has specialized in building effective tools across traditional means and new media for clients in businesses, organizations, and nonprofits since 2001. Gus is also a five-time certified Social Media Strategist, a former Chief of Staff in the Missouri State Senate, a retired national champion amateur hockey coach, and a would like to be a singer/songwriter. His Welsh Corgi, Taffy, lets Gus and his wife, Farrah Fite, live with her in Jefferson City, Missouri.

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