Which social media platform should I focus on to get the best results for my business?
As if you don't have enough to focus on as a business owner, social media can be an incredibly daunting and time-consuming task. Keep it simple and focus on the platforms that will bring the most amount of traffic for the least amount of energy and time commitment.
Picking the best platform
Every week there's a new trendy social platform. First, it was Facebook, then Twitter, Pinterest, LinkedIn, Instagram, Google+, Tumblr, YouTube, Snapchat, and the list goes on. Unless you have a dedicated social media team, managing each of these platforms is simply unrealistic.
With endless strategies on how to choose the right platform here's the one that has worked the best for me.
Study your competitors; avoid their mistakes
First, see what works best for your competition. There's no need to reinvent the wheel.
Write down your top five competitors or websites that are most similar to yours.
Then go to www.similarweb.com and run a free analytics report on each. Scroll down to the section titled “Social” and make a note of their top three referral sites. For example:
Analyze the top referral sites for each competitor and record the data into a simple spreadsheet like the one below. On a scale of 1 to 3 rank the top three social media referral sites for each of your competitors:
Once you've recorded the top three social media sites for each competitor you can tally a relevancy score for each one. The platform with the highest score tells you where you should focus your time and energy. Depending on how much time you have you may choose to focus on the top ranked platform, top two platforms, top three platforms, etc.
Remember, don’t simply pick the platform you're most comfortable or familiar with. You have to pick the platform that works best for your industry and can drive the maximum amount of relevant traffic to your website. No sense wasting your time fishing an empty pond!
Building a simple tracking spreadsheet will give you valuable insights into where your industry obtains the bulk of its traffic and customers, saving you loads of time and energy by eliminating the least valuable platforms.
One size DOESN'T fit all
Keep in mind, what works for someone else might not necessarily work as well for you, however, this will (at a minimum) allow you to make an educated decision on where to start.
Over time you're going to discover what works best and what doesn't. Social media strategy should never be viewed as "set it and forget it”, but rather, something you are constantly monitoring and fine-tuning to maximize your inbound traffic.