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Why your Social Media Campaign should extend beyond Facebook and Twitter

People like my husband. Let me explain:

My husband, virile Gen-Xer that he is, is proud of the fact that he is not on Facebook or Twitter, yet he is addicted to Reddit. Not a moment goes by in our precious off-time that he isn’t shoving his tablet in my face to show off cute puppy pics and pithy political commentary. Moreover, he is oblivious to the fact that his activity on Reddit is social media involvement as Web 2.0 continues to change how we interact online individually as well as in groups (“Outsourcing Social Media”).

It is important when establishing a Social Media campaign and strategy to understand that not everyone is on every social media site. While Facebook and Twitter are still high on the list, it is crucial that you consider your buyer persona and then determine where those folks are spending their social media time.

Here are some quick tips to help you maneuver social media and its varied uses:

YouTube:

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Okay so Facebook and Twitter are at the top of the list, but a close third is YouTube. Consider the efficacy of such campaigns as Chipotle’s “The Scarecrow” or “Back to the Start” or the success of the Old Spice Man videos. According to Social Caffeine, “YouTube is one of the top five most popular search engines making it a must-have in your arsenal of social networking tools.”

And, I believe it! The power of a viral video is sometimes immeasurable. But, you can’t plan viral, so while going viral is ideal, you should also consider YouTube a good place to share videos in general, including tutorials, webinars and other videos that feature your product or service.

Reddit:

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Reddit is a news networking site that can be quite polarizing in how users interact with posted content. It’s almost like they hate you or love you; there is very little middle ground on Reddit. As a result, it is often overlooked by marketers. However, if you are savvy about how you create and post your content, you can utilize Reddit to your brand’s advantage.

Think about buyer persona, or in this case demographic, know that most of the users on Reddit are liberal, geeks who value anonymity and free speech above all. So, tread lightly but also don’t discount the power of this largely untapped social media resource.

For instance, according to Jacqueline Zenn, director of Social Media at Social Logic on Mashable, Reddit is a great place to do your own marketing research. Because there are so many subreddits on just about every topic imaginable, you can get sincere opinions and feedback on your product and/or marketing trends by reading the subreddits associated with your product.  The subreddits focused on marketing and business topics are your best bet, and they sometimes offer free website/business idea feedback.  Check out /r/Marketing, /r/socialmedia, /r/entrepreneur, /r/marketingresearch, and /r/SEO for some good resources.

LinkedIn:

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Because LinkedIn already appeals to a niche in that it is a professional network aimed at professionals, it is an easy choice when considering which social media to incorporate into your campaign. That said, it is also really easy to utilize LinkedIn to appeal to a single market profession. For example, if your product appeals to primarily nursing professionals, it would be beneficial to start a campaign on LinkedIn where you try to garner the networking capabilities of your connections that have ties to the Nursing community, allowing you to segment your marketing efforts even more so than just posting to LinkedIn blindly.

Pinterest:

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As I have said in previous posts, Pinterest is a visual community. So, if your product has great visual appeal you can ‘pin it’ and get more exposure that way. Additionally, Pinterest is good for infographics and short little bites of visually appealing work.

According to Jason Miles in “5 Ways to tell if Pinterest is right for your business,” “The trick here is quality over quantity. To spark a pinning frenzy, you must identify your highest-quality visual content, and then put it within easy reach of Pinterest users.”

Google+:

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Google+ is relatively new to the social network game, having been just established in September 2011; according to Business Insider, it is now considered the second largest Social Network with 359 million active users (“Google + is Outpacing Twitter”)

The biggest advantage to Google+ is the power of Google since Google+ content is given preference in Google searches.

In conclusion…

Remember that with popularity comes an influx of people and so, while Facebook and Twitter, and even YouTube have become marketing musts, you need to extend into more specialized efforts in how you approach Social Media and your marketing efforts. Because most are on the top platforms (FB and Twitter), your marketing efforts can come off as merely noise. But if you tap into more specialized platforms you can potentially tap into untapped resources and create a following.

I leave you with the following from “7 Niche Social Networks for Strategic Networking”:

“Do some research, then join one (social network) that’s highly relevant to your target audience to begin networking. Build visibility on the right platform to help you raise brand awareness, build your reputation and create a loyal following with people who share your interests and values.”

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