Beyond Facebook: Why You Need to Diversify Your Social Media Efforts

6344437057_ded2998caa_oIt’s no secret that social media is a critical component of any online marketing strategy. But whether you’re an expert in web marketing or just beginning the process, it’s important to stay on top of your campaign – which also means doing everything possible to drive results.

Get creative with your social media campaign. When you diversify, you’ll reach different audiences – and afford your business the opportunity to grow stronger from the inside.

Why Facebook Isn’t Enough

 Social media is one of the best customer engagement tools available. But it’s also not enough. According to marketing analysts at Marcel Digital, each social media account should be part of a comprehensive web marketing strategy that centralizes your campaigns on a hub. The hub? Your website.

The bloggers at Search Engine Journal agree. It’s a great venue for promotion, but it shouldn’t be the central platform from which you launch your business. Facebook has almost 1.5 billion active users – it’s not disappearing anytime soon. But because it’s an external platform, it’s not a stable one. Instead, think of Facebook as one of your outposts.

Alternative Social Platforms

The web is chock full of niche social channels. Snapchat, Instagram, and Vine have all had massive success, and they’ve paved the way for unique platforms like Meerkat, Jelly, Beme, and more. Despite humble beginnings, many alternative social media networks now have significant followings, and each has its own “culture.”

This is a great opportunity for marketers to target new audiences and engage users in creative ways. But instead of putting all your eggs in one basket, make sure you approach new networks with intention and strategy. If a small social platform doesn’t survive long term, it’s no harm, no foul – just delete your account and move on.

Internal Social Media

Social media may also have a unique place within your organization. An enterprise social network can provide significant value for businesses, because it facilitates communication, follow-through, and productivity. As a result, employees feel more connected to each other, which empowers them to collaborate and provides external motivation.

While it can be difficult to calculate the return on investment of incorporating enterprise social networking into your internal communications, it’s still possible; it depends on making sure you set clear and measurable goals from the outset. Case studies have shown that implementing an enterprise social network drastically decreases time that would otherwise be wasted on reworking already existing content, doing duplicate work, and checking emails. When employees have a platform to collaborate with each other, they can share resources and make decisions more efficiently.

Final Thoughts

The concept is pretty basic, but it works. Diversifying your social media presence is a great strategy – as long as every profile outpost links back to the central hub of webpage. When you take advantage of alternative ways to reach people, you end up widening your audience significantly. You’ll connect in ways you and your prospects may have never imagined possible.

Larry Alton (@LarryAlton3) is an independent business consultant specializing in social media trends, business, and entrepreneurship. Follow him on Twitter and LinkedIn.

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