Picking a social media network to invest in should not a popularity contest. The mass popularity of Facebook alone does not guarantee that effort put in to building a presence on it advances business goals. For many, it is the less talked about social media networks or tools that advance marketing goals the most.
This surfaced last year in research I did for Social Media Today, “The Coming Change in Social Media Business Applications.” When businesspeople were asked to contrast which social media networks they are using most, and compare them to which ones they are increasing investment in, different winners emerged. The results were surprising...or were they?
Which social media networks did respondents use most? No surprises here, as the big three topped the list: LinkedIn, Facebook, and Twitter.
But when the same respondents were asked which networks and tools their organizations were increasing investment, blogs top the list, Twitter was second, and “online communities of interest” came in third.
Surprised? Don’t be. Once your content is on Facebook or LinkedIn it is fighting for the attention of a lot of other content sources. But when someone reads content on your blog, for the time they are there, it is only your content they are reading.
A well content on a positioned blog can attract a far more focused audience than similar postings on LinkedIn. Content placed on a focused private social network can have far fewer distractions than similar content placed on Facebook.
If you have drunk the social media cool aid, "own" can be a dirty word. But often to advance business goals, social media environments where the company or sponsor "owns" more of the experience yield betters business results.
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The Coming Change in Social Media Business Applications.” When businesspeople were asked to contrast which social media networks they are using most, and compare them to which ones they are increasing investment in, different winners emerged.
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