Not All Social Networks Are Created Equal
Not every social media platform is right for your business, so it makes sense to focus on the ones that work best for YOU. For instance, if LinkedIn focuses on B2B networking, would it make sense to promote your B2C business (such as a fitness or health-based business) on LinkedIn? Of course not.
That’s a bit of an extreme example, but let’s take another case study: Copyblogger.
In late 2014, popular content marketing and copywriting blog Copyblogger deleted its Facebook page. Why? The returns from the amount of effort they spent on their Facebook page weren’t worth it.
Now, you may just be thinking: “Why didn’t they just utilize Facebook differently?" Well, they did. They tried different types of content, engaging with fans by asking questions for input, and none of it worked. Simply put, their Facebook audience wasn’t engaging.
In the above post, Erika Napoletano, who managed the Facebook page, explains that although Facebook was working well to promote some of her other ventures, it appeared that despite their best efforts, Facebook wasn’t right for Copyblogger. The type of people who read the Copyblogger blog and engage with them are rarely found on Facebook, and even when Copyblogger asked their fans, they were told that Facebook wasn’t the preferred place to find Copyblogger.
Does this mean that Facebook is ineffective? Of course not. Tons and tons of businesses have a LOT of success marketing on Facebook, even if some don’t. Your customers may be mostly found on one platform, while very few are active on another platform. Customers may just not want to interact with you on a certain platform, possibly because it normally caters to connections outside of businesses, such as family and friends.
Overall this means one main thing - not every social media network is the right fit for your business.