Dear Brand, This Tool Isn’t For You. And That’s Okay.

Let’s face it: many brands are guilty of shiny object syndrome when it comes to social networks. Snapchat?! We definitely need to be on that. Ello? No idea what that is, but sign us up & develop a content strategy for it stat! Remember Peach? More brands probably hopped on the short-lived Peach bandwagon than users.

It’s easy for brands to fall into the trap of feeling like they need to have a presence everywhere. Especially when community managers have higher-ups wondering why they haven’t done X on Y with Z yet.

Here’s the thing – not every network or tool is for you, dear brand. And that’s okay. In fact, it might just be for the best. You can maximize your value on the channels you want to focus on versus spreading yourself thin trying to fit into every nook and cranny. Your audience will appreciate it much more — and so will your boss, knowing you’re focusing on channels that can positively influence your KPIs.

So how does one go about knowing what channels are worth then time? How can you explain to your boss why you decided to step away from a particular network? All it takes is a little research. Here are two important base questions to ask yourself:

  • Is your audience there? It’s relatively easy to find out the demographics of a particular social channel or tool. Companies release that information all the time. Do the network’s demographics fit with those of your customers? Maybe Snapchat’s 18-29 year-old demographic doesn’t quite align with your 35+ B2B audience.
  • Will it help achieve your goals for social media? If social media is a core part of your marketing program, you undoubtedly have goals set aside just for it. Take a step back and ask yourself, “Will this network help me achieve my goals?” Are you goals simply awareness & fan love? Snapchat might just work after all. Do you need it to drive website traffic? Maybe not so much then.

I will close out by saying that brands should absolutely hop on the opportunity to reserve a username on channels; it will prevent it from falling into malicious hands – and will hold on to it if in fact you do decide one day to pursue activity there.

But to think that we need to be jumping down user’s throats every chance we get – even when it doesn’t make sense – is just a waste of resources.

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