When it comes to social media marketing, everyone’s gotta start somewhere. Maybe you launched a Facebook page when you first started your business, and it’s gotten to the point where—through consistent content updates—you’ve developed a loyal social following. Now, you’re ready to expand onto other platforms—taking on Twitter, Pinterest, Instagram, or some combination of new social networks.
This is good and right thinking. You can effectively use your following on one social platform to build up a readership on another social network, and amplify your brand’s online presence. This isn’t necessarily easy, though—and just because you were successful on one social channel, that doesn’t guarantee you’ll be successful on others.
Doing What Works
The first step, of course, is research. See what’s worked for you in the past, on your current social channels. Look back on your analytics to see which posts reached the most people and got the most clicks—and which ones fell flat. There may be certain topics or kinds of content that just don’t jibe with your brand or appeal to your users.
At the same time, though, it’s important to understand the differences in social channels—and to realize that what works on one may not translate well to the others. Facebook, Pinterest, and Instagram are all extremely visual, while Twitter is somewhat less so. Twitter and LinkedIn users may be more solidly within the B2B sphere, whereas your Facebook fans are more likely to be end consumers. Understanding these differences requires you to read up on the new social channel you’re employing, and to think strategically about where you can continue your existing methodologies—and where you may need to experiment.
Planning Your Presence
Of course, you’ll need to make sure your new social platform is included on your editorial calendar, and that you’re updating it consistently. Crucially, you can’t just repeat content from one platform, assuming it will work well on the other. If you’re repeating the exact same content then there’s no reason for anyone to follow you on both channels, so you’re limiting your user base on each of them.
Your planning process should also encompass some goal-setting. So you’ve done well on Facebook—but by what standard? Likes, clicks, website sales, brand loyalty? Do you expect to succeed on Twitter by these same standards—or do you have different goals in mind? Is there a whole new audience you’re trying to reach? Why, exactly, do you want to branch out onto a new social platform? Use these questions to help guide you in your strategizing, and in your new content creation.
Cross-Promote
Once your new platform goes live, of course, you’ll want to make sure you promote it to your existing social media fans. Build up a few posts of really snappy, original content—something different than what you’ve used on other social networks—then invite your current followers and fans to meet you on this new network. If you make it clear that you’re offering fresh value—not just the same old thing—then you may very well retain them in the long run.
Clearly, then, expanding your social media presence means expanding your content creation. That’s a tall order—but Grammar Chic, Inc. can help. Contact us today to learn how: Call 803-831-7444, or visit www.grammarchic.net.
Amanda E. Clark founded Grammar Chic in 2008. She is a graduate of Eastern Michigan University and holds degrees in Journalism, Political Science, and English. She launched Grammar Chic after freelancing for several years while simultaneously leading marketing and advertising initiatives for several Fortune 500 companies.