Picture this: you’re at an elegant event and someone offers you a platter of canapés, each one different from the other. They all look delicious. But, would you even consider grabbing the tray and making a run for it? Thought not. So why do some businesses adopt the same slapdash approach when it comes to their social media channels? Just because it’s available, doesn’t mean it’s appropriate.
Each social platform has its unique audience, features and benefits. Selecting the wrong ones can waste your time and drain your resources.
So, how do you know if you’re using the wrong social channels for your business? Keep an eye out for these seven signs:
1. Low engagement and interaction
If you notice that your posts receive minimal likes, comments and shares, it’s a clear sign that you might be on the wrong social media platform. Low engagement can indicate that your target audience isn’t active or interested in your content on that particular channel.
Or it might be a sign that you’re not posting the right content on that channel, or using tools and techniques designed to increase engagement. (More on this later!)
2. Mismatched demographics
Your target audience should align with the demographics of the social platform you’re using. For instance, if your business primarily targets professionals, platforms like LinkedIn might be more suitable. If you’re targeting younger consumers, platforms such as Instagram and TikTok could be more effective. (See social channel snapshot below for more details.)
3. Ineffective content delivery
Some social platforms are better for certain types of content. If you’re struggling to deliver your content effectively, it might be a sign that you’re on the wrong channel. For instance, if your business focuses on visual content, a text-heavy platform such as X (formerly known as Twitter), might not be the best choice.
4. High bounce rates
High bounce rates on your website from social media traffic can be a sign that the visitors from a specific platform aren’t finding what they’re looking for. This might indicate that your content on that platform isn’t resonating with your target audience or that the platform isn’t the right fit.
5. Lack of conversions
If your social media efforts aren’t leading to conversions, it’s a strong indication that the channel isn’t driving the right type of audience or that your messaging isn’t effective. Conversions can include sign-ups, purchases or other actions that align with your business goals.
6. Limited analytics and ROI
If you’re not able to track and measure the return on investment (ROI) of your social media efforts on a particular platform, perhaps consider an alternative channel. Effective social media marketing requires data-driven decision-making, and limited analytics can hinder your ability to assess your strategy’s success.
If it’s a case of the analytics being available but you don’t have the in-house expertise to set them up correctly, consider working with a social media consultant or agency to ensure everything is talking to each other correctly. (You might find that your social activity is performing better than you realise!)
7. Competitive struggles
If your competitors are dominating a particular social platform and you’re finding it challenging to stand out, it might be a sign that you’re using the wrong channel. It could be more effective to focus on a less competitive platform where your business can shine.
So, more importantly: how can you make sure you’re on the right social channels?
- Conduct audience research: Understand your target audience‘s demographics, preferences and online behaviour. This knowledge will help you choose the right social channels.
- Analyse competitor strategies: Study your competitors’ social media strategies and identify where they are finding success. This can provide valuable insights into the right platforms for your business.
As mentioned, you might find that a competitor is dominating a particular platform, but this might mean they’ve given less attention to another social platform that’s equally popular with your audience. Could you swoop in there and focus your time and resources on dominating this platform, rather than try to compete with goliath when starting out?
- Experiment and test: Don’t be afraid to try new platforms and test different content strategies. Monitor the results and adjust your approach based on what works best for your business.
- Utilise analytics tools: Invest in social media analytics tools to track performance and measure ROI accurately. This data can guide your decisions and help you identify the most effective channels.
- Seek professional guidance: Subject to your available budget, consider consulting with social media experts or digital marketing agencies to get personalised advice on selecting the right channels for your business.
Now that you’ve worked out the best social channels for your business, how do you encourage engagement on them?
While engagement techniques vary from platform to platform, audience to audience, industry to industry – here are some overarching crowd-pleasing approaches and tactics that can add some jet fuel to your engagement metrics:
- Craft compelling, relatable content
- Use eye-catching visuals
- Ask questions and encourage responses
- Post consistently
- Leverage hashtags
- Collaborate with influencers
- Run contests and giveaways
- Interact with comments and messages
- Analyse data to refine your strategy
Social media experts and digital marketing agencies can also advise on the best strategies for encouraging engagement and boosting results. Again, this comes down to available budget, but it’s worth considering to ensure you’re setting up the best channels and strategies as part of your long-term business plan.