I get this question on a daily basis from clients and students. The answer is simple: I don’t.
Although, being on every social media is possible if you have a team of expert social media manager, designers, content writers, etc.; it isn’t effective for the majority of the brands.
Think about other marketing actions you are more familiar with. For example, if you want to publish an ad on a magazine, you don’t just send it to every magazine in town; you do your research, understand the target audience, how it match with your business goals. After that, you’ll probably pick one or two magazines to promote your brand.
The same thing happens with your social media; you have to do your homework, understand the content and the audience on each platform to select the ones that pairs with your marketing goals.
Once you have your choices, you should become an expert for those platforms. Learn what is the best content to publish, how to engage with your followers on that network, find what are your competitors doing and what are the trends for your industry.
The last step, measure your actions on social media, understand if your efforts are paying off. Based on your goals, find your KPIs, and use the available tools to measure your results. Don’t just use the basic statistics such as number of followers, likes, or comments; take it to the next level and measure your real engagement. For example, if your goal is to sell a product, your can ask your new clients how they found out your product.
In conclusion, there is no easy way to keep up on all social media platforms, and you shouldn’t be on each of them. My advices, pick your top 3 platforms, become an expert for those platforms, and measure your actions.
About the Author: MJ Carfora is the founder of Social Media CO5 an Online Marketing education platform for businesses.