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How to decide which social media tool is right for you (05/19) | Social Media Advice

Posted: 1:20 pm Mon, May 14, 2012 By Elizabeth Millard Tags: Bolin Marketing, Holly Matson, Kyle Meehan, Marketing Directions, Martha McCarthy, PH Digital Labs, Social Lights, social media, Steve Borsch

Are you a networker, conversationalist or brand builder?

For many small business owners, keeping up with social media can seem like a part-time job in itself, not just a component of the company’s marketing and public relations plan. But here’s the good news: It’s possible, and even advisable, to limit social media efforts to get the most reach for your message.

Trying to take on every tool — Facebook, Twitter, LinkedIn, Pinterest, Google plus, blogging and others — is daunting unless you’re an enthusiastic technophile or your job is in social media. So which to pick? Generally, it will come down to whichever tools you tend to like the most, but there are some personality types that gravitate toward specific sites. Here’s a quick guide to see where you might fit:

The networker: LinkedIn

Built for professionals rather than consumers, LinkedIn has become a powerhouse when it comes to finding business associates, employees and executive talent. The site also boasts more than a million groups, which people can join based on their interests and expertise.

Many small business owners find LinkedIn an easy place to start with social media, notes Holly Matson, director of experience planning at Minneapolis-based Bolin Marketing, an agency that provides business consulting, social media and Web design. She says the site allows businesspeople to expand their networks without the frantic pace seen at sites like Twitter. Also, it’s a good place to be if competitors are dominating the site.

“Find out where the conversations about your industry are happening,” Matson says. “If there’s activity on LinkedIn about what you provide, you should definitely make sure to be in on that conversation.”

The brand builder: Facebook

Because it allows users to link to other sites and articles, and include photos and videos that can be embedded on a page, Facebook is a robust tool for building a brand’s image.

For example, take a look at the Facebook page for the HopeFULL Co., a local creator of healthy food kits. Started in 2010 by two sisters, the business builds its customer base by using Facebook for brand development. The founders include information on products and links to articles about nutrition, parenting and health topics. they also offer coupons on the page and photos of customers using their products.

“As a startup, we knew we had to market ourselves in a way that was affordable,” says co-founder Stephanie Williams. “Facebook gave us the ability to reach out to a very wide audience without any cost except for our time.”

The conversationalist: Twitter

If Facebook and LinkedIn are the dinner parties of the Internet, Twitter is the cocktail hour. many people find the site intimidating, given the rapid-fire tweets, re-tweets, short-form insights and direct messages. But others thrive with such a brisk pace.

“Those who love Twitter are usually very outgoing, and they love to be constantly connected,” says Martha McCarthy, co-founder of the Social Lights, a Minneapolis-based agency specializing in social media and digital marketing. “They like to be the first to know about things, and they’re great at multitasking.”

Twitter can also be used to direct users to other sites, such as a new blog post, advises Kyle Meehan at PH Digital Labs, a digital marketing agency in Minneapolis. “You don’t have to be constantly on Twitter to have it work well for you,” he says. “It can be a good way to entice people to other places, like your Facebook page or your company site or your blog.”

The deep thinker: blog

Twitter is intimidating because of its rapid pace, but blogs can be nerve-wracking because of that huge, tough-to-answer question: “What do I say now?”

In general, blogs are ideal for establishing yourself as an expert in a topic. Rather than using the space to promote a product or service, a blog is a way to broaden a conversation within your industry or provide insight on a particular topic.

For instance, Steve Borsch, chief executive officer of trend forecasting for Marketing Directions, gives general thoughts on market opportunities and sprinkles in some personal experience. a recent post about appealing to baby boomers started with thoughts on helping his elderly father stay in his home.

“Blogs do classify as social media, because you’re communicating a message that can be tied to other social media efforts,” Meehan says. “Also, it lets your personality come through. you can show people how you think and demonstrate your expertise within a certain industry.”

The early adopter: Google plus and Pinterest

Although it was designed to be more feature-rich than Facebook, Google plus isn’t getting a groundswell of adoption yet. But that doesn’t mean it won’t be valuable in the future, and that’s why McCarthy believes that the site is full of “first-movers,” people who like to stay on top of new technologies and dive headfirst into fresh approaches.

Similarly, Pinterest is just starting to gain wider adoption. An online pinboard, the site is mainly a way for people to share their thoughts, inspirations and ideas.

For example, someone might “pin up” a group of recipes as a motivator for cooking more often. in terms of business application, it remains to be seen whether the site will be valuable for connecting to customers. But if you’re an early adopter and like playing around with new social media sites, it’s likely that you’re already pinning.

Top tip

No matter what you pick, be sure to stay consistent and post regularly, McCarthy advises. Even so, cut yourself some slack. Few people have the skills, time and interest to use every social media tool, so just find the one that works for you and expand your empire accordingly.

Also, start with a goal, Matson says. think about your purpose for being in social media, rather than jumping into it just because that’s where you’re expected to be.

“Ultimately, it comes down to the quality of the content, not necessarily the platform where the content lives or is being shared,” McCarthy says. “Plus, if people like your content enough, they’ll share it on their own favorite social networks and spread the word for you.”

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