Just when you get the hang of how to filter that perfect Instagram photo, a new social media craze like Snapchat hits the streets!
 
From Facebook, Twitter and Instagram to Snapchat and LinkedIn (and the list goes on and on), there are numerous platforms you can use to get your message out to the public.
 
The question is, which social media platforms should you use? Should you post on every outlet possible? Will this help spread your message, or dilute it? How much is too much for the ever-growing world of social media?
These are questions every business owner asks, and today we’re going to answer them.

 
What is your message?

The first step in answering these questions is to evaluate the purpose of your business and the message you would like to convey to your followers through social media. If you’re in the retail business, for instance, your mission would most likely be to drive sales. This might mean that Facebook and Instagram are your best social media platforms, because you can display images of your products, along with any text about particular sales or item descriptions, including incentives.
 

Who do you want to reach?

You also want to ensure that you know who you’re trying to reach. Knowing and understanding your audience is crucial for ensuring your voice is heard. For example, does an accountant really need to use Snapchat to display her services? Or does a professional chef need to take over the news feeds of LinkedIn users to show off his latest delicious specials? Probably not.
 
Before you sign up for every single platform, take a step back, do your research, and assess which social media outlet is most effective for your audience.
 
Social media strategist Debra Sinclair insists that knowing your audience is key because, when it comes to social media marketing, what is effective for one business might not be as successful for another.
 
"Once you know who your target audience is and how they like to communicate, then you can go out and connect with them on those networks. It's much better for a business to be on one social network and do it really well than be active on all networks. Consistency is one of the most important things," she says.
 
We couldn’t agree more!

 
How often should you post?

When it comes to consistency, it might be helpful to think of your social media presence as a means for you to build a cohesive relationship with your followers. Just like in any relationship, touching base with one another is essential. Be present by posting regularly, while sharing engaging messages that create conversations.
 
There is not one right way to publish on social media because every brand is different. That being said, we recommend testing your frequency to see how your followers respond. Once you have a better understanding of the editorial strategy that works for your specific brand, you can adjust as needed.
Our social media team at Sage Island develops custom editorial strategies for our clients to enhance their presence and likeability online, and we’re constantly evolving our strategies based on results and analytics. In a world where technology is constantly changing, this is the only way to keep up and stay ahead.

 
Quality or quantity?

Although steady consistency is essential, the quality of your messages is key. Are you providing your followers with information and knowledge that will benefit them? It’s important for them to feel a sense of connection to your brand. Allow them to have some ownership by giving them something that will add value to their lives, all while exposing your brand and its benefit to their lives. Write things that matter. Share images that inspire. Ask questions to stir engagement, and allow an open space for your quality posts to receive quality feedback.
 
If you’re interested in optimizing your social media strategy, we have a team of trained professionals at Sage Island who will enhance the overall quality of your brand’s online presence. Contact us if you are interested in engaging your current followers and gaining more along the way.

Mike Duncan co-founded Sage Island in 1997 and since then has evolved the agency’s scope to include marketing strategy, creative design, technical development and a wide range of digital marketing services. With an integrated approach that leverages the power and measurability of the internet, the savvy Sage Island team develops strategies, builds brands, writes killer copy and delivers to clients all over the world. And they have an awesome time doing it. Sage’s collaborative working environment keeps creativity and innovation at the heart of the concept. With a 17-year history in Wilmington and beyond, Sage Island shows no signs of slowing down. To learn how Sage Island can grow your business, check us out at www.sageisland.com. To stay updated on the latest in digital marketing, follow Sage Island on Facebook at www.facebook.com/SageIsland, and on Twitter at twitter.com/Sage Island.