Thoughtful Strategy

Surfing the Social Waves

In the ever-changing world of social media, it’s important to keep your target audience and business goals at the forefront of your strategy.

Making a splash on social media starts with a deep understanding of your brand and your expertise combined with insights into the landscape of current trends and your target audience’s behavior. When our team works with clients on marketing and content strategy, we guide them on the best marketing channels to invest in. 

Although every business and organization should be utilizing the power of social media, you don’t have to ride the wave of every emerging channel.

Here are four questions to ask about your brand when making those decisions.

1. What do you want to achieve through social media?

From brand awareness to sales conversions, there are many ways to use your online presence to grow your business. Establishing these goals early will help inform both your channel selection and your content strategy.

2. Who is your target audience?

While there are social media users from all demographics on each platform, certain channels are better suited for certain audiences. For example, if you are a B2B company, LinkedIn is essential while tourism-focused businesses may see better results from TikTok and Instagram reels. 

3. What are your strengths?

Different platforms allow different skillsets to shine. Channels like YouTube and Tiktok are video-based while LinkedIn and Threads are great for thought leadership. We encourage clients to play to their strengths and break through the online noise with their expertise.

4. What resources are available to invest in these channels?

Choose quality over quantity. This applies to the number of channels you manage and the number of posts per channel. While consistency and presence are both important, your team’s size and bandwidth should be considered so the content you produce is excellent.