It feels like there are constantly new social media platforms popping up that you should sign up for. Should you join TikTok? Clubhouse? Is Twitter Spaces worth your time? It feels like we need to be on all platforms to make sure we’re present everywhere, but is the truly the right choice.

In reality, it’s actually best to strategically choose the right social media platforms for your business. Creating a social media strategy will help you determine which social media channels are best for your business. There are several questions for you to consider before opting in to a new account.


Does your business need a social media channel?

Well, yes. But also, it depends.

Depends on what? A number of factors go into deciding if your business should hop onto a social media platform.

If your goals, audience, and KPIs align without social media, then you may doing fine without it. But if you want to increase exposure or reach a new and current customers, then you should consider at least ONE.

Let’s take a look at what you should consider when choosing a social media channel.


What are your goals?

Different platforms have different advantages. Oftentimes, social media goals align with your overall business goals.


What resources are available to you?

Social media takes time and effort. Between creating content and scheduling posts, there are strategies to consider and new features to keep up with.


What content types do you have?

Some companies already have an established media library. That’s great. That’s visual content for you to repurpose into social media content. You might also have blog posts already written. That’s even more content that you can use on social.


Where is your audience now?

Even if you aren’t present on a social media channel, chances are that your customers are. Check your website data to see where your referrals are coming from. What are they clicking on and where are they clicking from? Knowing that you have a customer base already on a channel makes it easier for you when you establish your brand presence.


What industry are you in?

While Facebook, Instagram, and YouTube are the top social platforms for brand and consumers, it doesn’t mean that those are your go-to channels.


Where are your competitors?

Take a moment and research your competitors’ social media profiles. Where are they posting and what are they posting about? What types of posts are working for them? What are the comments saying about them? Answers to these questions will inform your understanding of how your competitors are performing.


How will you mange all the social media channels?

All things considered; you might have a good idea of which social media platform you want to focus on. And you might even know who on your team or in your business would be managing them.


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