With so many companies aiming to cast a wide digital net and
maintain presence on every social media platform, it’s important to recognize
that each platform caters to a different demographic of users. Brands and businesses need to prioritize
which networks to spend their efforts and marketing dollars on depending on
their target audience and how they want to engage with them.
For example, to reach a lot of women, one might look to
Instagram and Pinterest, whose users are 68% and 84% female, respectively. High-income customers? You may want to de-prioritze Twitter and
Tumblr, which only 17% and 8%, respectively, of U.S. Internet users with
incomes above $75,000 use.
When I recently spoke with a consultant to fashion brands on
digital media and marketing, he told me that the most important piece of advice
he gives clients is quality over quantity: choose no more than three platforms
to be on and do an excellent job on them by being interesting and updating
content on a regular, if not daily, basis.
The worst thing a brand can do is to create a Facebook page and leave it
stale, leaving fans no reason to return to your page and sending a poor message
to anyone who stumbles upon it. One of
the most valuable tools for anyone managing social media is an editorial
calendar to define and control the process of creating and sharing content.
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