Whenever I teach a class or start working with a new client, they always ask me which social media channels they should be using. The bigger question is who is your client?
Now, that could be a number of different places but I always tell people to go where they enjoy hanging out as well. So for example, although I do get clients from LinkedIn, I tend to hang out more often on Facebook, because I don’t generally enjoy being on LinkedIn as much. I am also in a lot of groups on Facebook. LinkedIn has a lot of groups as well but the interface isn’t as pleasing to me and so don’t frequent it as much. I know other social media managers that are doing very well on LinkedIn but it goes back to where we prefer to spend our time.
A fun thing to do is come up with an avatar for your client. This will help you determine where that type of client hangs out online. Take out a piece of paper and a pen and write down the answers to these questions:
- Is your client male or female?
- How old are they?
- Do they have children?
- Are they married?
- What do they do for a living?
- Where do they shop?
- What are their hobbies?
You could even give your client avatar a name. Really drill down and find out who your customer is and once you know that, you’ll understand more about them and what they are truly interested in. That will allow you to do is craft your message for the platform that you are on.
The context also really matters when you are choosing social channel. For example, Facebook is a little more laid back. i like to think of it as like a coffeeshop where you can hang out every afternoon. People post pictures of what they had for dinner and most people are okay with that. They post pictures of their pets and all kinds of personal stuff. Despite that, there’s a lot of business done on Facebook and people are generally okay with the casual nature of it.
If your client is more professional, not the casual type, they are probably hanging out on LinkedIn. It’s much more buttoned-up boardroom. You never post what you’ve had for dinner and it’s a much more professional type of atmosphere. If that’s the type of client you have, a more business to business or sales professional, health professionals or lawyers for example, they would tend to hang out more on LinkedIn.
Twitter is somewhere in between. It’s kind of like a stand up cocktail party where people are moving fast from table to table delivering snippets of information. Busy business owners love Twitter because it’s easy to use from their mobile devices.
If you have an audience that prefers a lot of visual content, Pinterest or Instagram may be a good fit for you. Though all the platforms use images, these two are focused on graphic content, so if you have a product or service that has a lot of pictures, this is a great place to be.
Wherever you decide to spend time on social media, be sure to be where your customers are and more importantly, engage in conversation with them. I’d love it if you came and hung out with me! I’m on Facebook and Twitter mostly