Which social media platform is the easiest to manage for a small business?
I don't have time to invest in all the platforms, but I'd like to give one a lot of focus for my jewelry business. Which platform has the best automation tools?
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Answers ( 1 )
What a fantastic question! The answer is, maddeningly, "The one that works best for you."
All "social" media rely on a modified one-to-many model. You say a thing to the people who follow you. Like a promo at a club show, the number of people who will hear you depends entirely upon how many people are in the room, how loud the other noise is, how much the audience is paying attention and if the club manager is literally taking the mic away from you as you speak. This last is not a joke - most social platforms hold your message hostage so only a small percentage of folks who follow you ever see it, then try to sell you on paying them to promote it.
This means you really have to decide what is best for you (and/or the person whose job it is to manage your communications.)
Every platform has a slightly different feel, although if you have no followers they can all be screaming into the void. A key component is to start an account on a platform you are comfortable on. If Instagram appeals to you - let's say you like the idea of posting images of, I dunno, cool deign elements in advertising so you can write short analyses, then try that. If you prefer Twitter where you can add commentary that's relevant to conversation, then that. Be comfortable on the platforn first, this will be your home.
Decide what exactly your busines is doing there. I know a person whose entire Twitter feed is links to their Facebook feed. Why follow them on Twitter then? Clearly, the action for them is on Facebook.
I said, all platforms "rely on a modified one-to-many model," but the modified part is where businesses get caught. It's not just one-to-many. It's one to one back and reviews are one to many from the other side. Whoever is in charge of your SM has go to understand that you will see the bad/angry/unreasonable customers here. Yes, you can limit you page so customers can't post, or make it so they have to send a message...what does that say about you? Mind you, open threads bring spam and racists and other garbage, so expect to actually moderate and clean up that social board daily.
Based on the platform, you'll choose the kind of text and media you want to share. Let's say a bar hires you to build a FB page for them. Get them in the habit of posting upcoming shows and sales. Ladies Night Every Thursday has to go up every Wednesday or people won't remember. Don't just be a reminder board, though. That's boring and if all anyone sees is the same ads for the same things, they'll just stop following.
Finally - here is the key to good social - be engaging wherever you choose. Respond pleasantly, thank people for compliments, post interesting idea, thoughts, images. Talk with people, not at them. Make connections in your community and don't blame the social platform or the customers if you can't make it work.