Today everyone blogs and we expect everyone to have their own blog, Twitter account, LinkedIn profile etc. Being present on as many services as we can. We can then measure measure engagement levels with one of the many different approaches (number of followers, sales, replies or even Klout rank).
What often don’t see is companies taking a deliberate decision not to be present on every social media fad, but instead decide to focus on a few communication channels and spend the rest of their resources on their actual product.
The one company that does this beautifully is twidroid. They make a deliberate stance that they don’t do tech support over Twitter and that you should use email. Their message is simple and it helps drive customer to the right medium.
We can take this a step further and take a look at different ways some of social media tools can be used:
Is our audience on Facebook at all? Is this a replacement of Newsletter or do we expect to do tech support and discussions here? Do we just count number of fans so we have more than competition?
Do we plan to become a leader and Tweet about our industry or do we just push announcement every once in a while. Is this account to do tech support over? Do we want followers or engagement? How personal is the voice of the account?
Do we position ourselves as progressive thinking company that regularly writes in-depth editorials or do we push product announcements and speaking gigs. What would be most useful for our business goals (hyping up vs. consumer focused)?
LinkedIn and everything else
While we all love new social networks the only real question is – do we actually reach anyone on that platform?
Do you know why your social media presence is structured like it is? Or is it legacy setup already?