There are many social media sites, including the ones you likely already know about:
Facebook, Twitter, and Google+. Before you start creating content for your content marketing strategy to syndicate across social media channels, you should identify which social media channels will be most appropriate for your product or service.
For example, consider Pinterest, on which the demographics are mostly women. Half of them are mums. If your business is in tailor-made suits and sports jackets, Pinterest probably doesn’t contain the right demographic for you. Sure, there’s always a way to make it work, if you plan your strategy just right. Women might fall all over your amazing threads and order for their husbands, sons, dads, brothers and friends. But you’d probably have to get lucky for that to happen. A better option might be to find a social network that fits your demographic. Did you know there’s a site very similar to Pinterest that is growing quickly? It’s called Gentlemint, and this one caters to men. This might be a much better social network on which to focus your image content marketing efforts.
So, start by selecting a few appropriate social media sites. Almost all businesses should have a Facebook and Twitter account, but don’t forget about Google+, Youtube, Pinterest, and LinkedIn (especially if you’re a B2B business). Grow and develop those first, then you can start including others. Don’t overdo it, either; you should have the resources in place to manage the accounts. Social profiles for your business that aren’t fully set up, don’t interact and engage, or just sit idly can reflect poorly on your business. If you truly don’t have the time or budget for some solid demographic research, then at least try to get feedback from your current customers as to which social media sites they often use.
A Look at Genders on Major Social Sites:
Obviously, if your product/service caters to women, then Pinterest should be on your radar. If it’s more geared towards men, then maybe Reddit or Quora are better suited for you (The last ones on the list are more towards computer and internet themes). What about demographics by age? Is there a certain age group that would be more interested in what you have to offer?
A Look at Age Groups on Major Social Sites:
There are many more sites that can be grouped by income, education, how likely they are to share video, and much more. Take your time and use this information to select the most appropriate ones to begin with.
Setting Up Social Media Sites & Integrating Them
After you’ve chosen which sites you’re going to use, you need to create accounts on them. One of the first things you should do is go to Knowem.com and input a username you’d like to use on your social profiles. Ideally, this should be your brand or company name. Knowem will then search over 500 different social sites, checking if that username is available on each one. Why is this important? Well, you don’t want to become known as StevesAutoRepair on several sites, only to have to use AutoRepairBySteve on others. A consistent username helps you achieve brand consistency, so that you’re easily recognisable and findable.
Get Social on Your Website
The goal should be for your readers, fans and customers to be able to easily share your content, and interact with you in social media. To achieve this, include social “follow us” icons to allow your visitors to easily connect with your brand. Ideally, these icons should be displayed on every page of your website, and they are commonly found in the upper right sidebar or header.
Additionally, include “share” buttons on your blog posts to allow readers to easily and instantly share your content with others.
Before interacting in social media, do your homework. What do I mean by that? Find some authority figures in your industry on the social sites you’re going to use. Who are the influencers in your industry? Who has the most reach? Who are the thought leaders?
Here are a few free tools to help you figure out the answers to these questions:
WeFollow.com – Allows you to search for industry influencers by keyword
TweetReach – Enter a Twitter name, URL or hashtag and get information about their reach on Twitter
SocialMention – Get regular updates when a person, company or topic is mentioned
Ok, so why are you gathering this information? Using tools like the ones above can help you get off the ground with your strategy. By monitoring what they do, when they do it, and what gets the most response or attention, you’ll be able to model some of your social media action plan after their example. Obviously what they’re doing is working!
Inbound links from social media marketing
Social media marketing does result in inbound links, and yes, many of those are included in the ‘social signals’ we covered. For example, every time a tweet contains a link to your website, that’s an inbound link and also a social signal. Similarly, when someone shares one of your blog posts on Facebook with a link back to the post, that’s an inbound link and a social signal.