Social media can feel overwhelming sometimes.
Faced with so many social networks and tools, it can be difficult to decide how best to use our limited resources. Should you be on LinkedIn, Twitter or Facebook? If you have limited time, what should you be doing there?
Each person and business is going to use social media slightly differently depending on the nature of their business and their objectives. Rather than prescribe a universal set of actions for everyone, over the next several weeks, I am going to suggest five key distinctions that can help you prioritize what you should be doing with social media and why.
First, I’ll talk about the relationship between your social media tactics and your social media strategy. I will ask you to think about what you do on social networks versus why you do it.
Let’s get started.
Tactics vs. strategy
Social media without a strategy is like having a map and compass but no destination.
Many businesses become active on social media without a clear reason as to why they’re doing it and how it will help them achieve their goals. Maybe your business falls in this category. Perhaps you’ve set up a Facebook page or Twitter account for your business. Or you’ve been persuaded to start blogging. These can all be very worthwhile tactics to employ. But you must first answer the most important question: Why should you invest time and resources here? If you can’t explain why you’re doing what you’re doing in social media, you will never know if you succeed.