In 2018, we will find that the importance of social media is becoming more and more significant. It is the time when there are more and more technology advancements than we can fully learn the best way to utilise them.
While brands and companies have witnessed the various benefits of applying social media strategies to their business model, there are several downsides that many are unaware of and is affecting their full potential. In order to better prepare your company for the modern era, it is important to know of each social media outlets shortcomings. This will allow you to modify and tailor the perfect social media strategy for your business or brand and reach its fullest potential.
While some may see Twitter’s limited amount of characters as its unique selling point, it can be a limitation for many. Due to the word count, users try to condense as much information to as little words as possible. As a result the channel can often lead to information overload/loss of message.
How to tackle it: To better utilise Twitter, try and keep your words precise and to the point. You can attract the right audience by using content specific hashtags, which allows your post to come up when searched by the relevant audience.
Youtube, as the second most popular search engine after Google, has its disadvantages too. Because of its emphasis on videos, anything that isn’t of high quality editing can easily be lost in the vast database of videos. This therefore requires a lot of planning and time investment.
How to tackle it: To incorporate Youtube to your digital strategy, it might be useful to explore ways in creating engaging videography. Whether it be a graphic or visual production, try and create something that is interactive and triggers emotional connection, this would attract your targeted audience as well as passers-by who don’t follow your business on Youtube.
Unfortunately, Instagram doesn’t allow links to work in captions at the moment, which limits integration capabilities. This can be a problem as you might want to link to a blog post or a web page that your photo is referring to.
How to tackle it: Instagram, on the other hand, offers a business profile which allows you to create posts that does that does the same function as linking. It is perfect as a sales platform and can attract to a wide range of audience if you curate posts that are aesthetically pleasing.
While Instagram allows you to have the option in becoming a business account, Facebook ads have become inevitable for its users. It also has strict rules against running contests and therefore is less effective when it comes to conducting successful marketing campaigns.
How to tackle it: In order to allow your business to strive better on Facebook, focus on targeting your posts to communicating with genuine fans. Not only will this boost their loyalty, their reaction and support will attract other users organically.
Those who are new to Pinterest would realise the disadvantages to it. The outlet emphasises heavily on visuals, particularly images, and as a result the social media outlet has a limited audience in comparison to the others.
How to tackle it: Users on Pinterest often have a different purpose when browsing, rather than expecting to discover, they have the intention to gain knowledge on a specific topic they are looking at, like DIY tips and recipes. Therefore, make sure your image directly shows its purpose and is linked to a more in depth content.
Social media is a fast growing environment and it is something that you and your company will have to take time learning and adapting. However when done right, it will attract a lot more potential customers who will invest their time and eventually become fans.
For a more in depth analysis on the pros and cons on social media, feel free to read about it on: https://www.click.co.uk/resource/the-pros-cons-of-social-media/. However, if you are looking to grow your business professionally, try consulting digital agencies like Click Consult, click here to see what they can offer.