How to ensure your social media presence doesn’t go the way of Google

How to ensure your social media presence doesn’t go the way of Google

In October, Google announced that it was shuttering its social network Google+, citing a lack of usage and engagement with the social media portal’s consumer version. 90% of user sessions on that strand of Google+ were said to last less than five seconds.

While Google has pledged to keep the social network alive for companies’ internal use, Google+ is basically dead as a social media marketing tool; here are ways of filling the gap left by the site…

With free networks, you often get what you pay for

Like many social networking sites still standing in Google+’s wake, the Google offering was free to use, making it understandably attractive – in a sense – to cost-conscious marketers. However, you should resist the temptation to cut costs too heavily in your marketing drive.

In truth, plugging away on a little-used site, however cheap it is to do so, can see you run up an abundance of wasted work that fails to spur your company’s growth, Business 2 Community warns.

Prepare for the long haul

One reason why we emphasise the worth of pouring money into your social marketing efforts is that it can give you the staying power necessary for long keeping pace with the big boys in your field.

Nonetheless, you would be well-advised to allocate some of your financial resources to growing your email list rather than just focusing on your follower counts. That way, you can somewhat relieve yourself of the tight grip which social media algorithms could hold on your promotional success.

Lessen your reliance on a single platform beyond your control

It can pay to be somewhat selective with your choices of social networks on which to be active, a point where we will soon elaborate. All the same, though, it would be risky to rely on just one platform that is out of your own company’s ownership and control.

This is because, if that platform goes defunct, as Google+ has indeed just done, years’ worth of marketing work on that platform could quickly disappear with it, Business 2 Community implies.

Carefully consider which social media platforms to use

There are many different social media portals for marketers to choose from now – and, as the case of Google+ has shown, the tough competition between these networks can lead to casualties. However, which platforms you should primarily favour depends on your company’s line of work.

Facebook and Twitter, for example, are good for nonprofits and physical retail stores, while Instagram works well for bakeries, travel agencies and art museums.

Consider your own level of social media expertise

Social media sites can also differ in the ease with which they can be mastered for rich marketing returns. Facebook and Twitter are relatively beginner-friendly, while Instagram and LinkedIn pose intermediate difficulties and Pinterest requires an expert touch.

However, even if you are an utter novice to social media marketing, we can guide you as you take your initial steps into it. Call our gurus on 0161 237 9680 for more details about how.

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