As we settle into the beginning of 2014, everyone is (or they should be) looking at their social media strategies for the year ahead. There were a lot of big changes in 2013 and some of our favorite platforms became frustrating to use while new sites appeared on the scene. Of course, Facebook and Twitter will still be important in 2014. But what about all those other sites? What about LinkedIn, Pinterest, Google+, Instagram, Snapchat, Tumblr….
One of my biggest pieces of advice for the year ahead is to start looking at those “other” sites to determine how they can be incorporated into your social media strategy.
The reality is that Facebook has become saturated. I’m not telling you to leave Facebook but I think they’re alienating their audience. It’s getting harder and harder to get your posts seen on Facebook. And Facebook has openly admitted that they are promoting a pay-to-play platform for marketers and business pages.
Twitter is still an amazing platform and I’m not knocking it at all. It’s a great way to generate traffic and get exposure. But if you’ve been using this platform for a while, it might be time to expand beyond 140 characters.
There are so many great social media sites out there to target whoever your audience is and wherever they are!
I realize that your time is limited and you may not be able to add much more to your plate. But as social media evolves, we as marketers and business owners must as well. Here are a few sites I think you should consider investing time into this year.
Google+
One site that a lot of people have been avoiding is Google+. They either don’t get it or don’t think anyone is over there. Whatever myths you’ve heard (or even believe), I promise you they are easily debunked. And with the convenience and popularity of Hangouts increasing, the ability to connect with your audience is so much easier now! With video becoming more and more important to social media strategies, Google+ Hangouts are the place to be!
Personally, I have started committing more time to using Google+ since late 2013 and I have been seeing BIG returns on my time. The people over there are engaged, thirsty for knowledge, and looking to connect. If you’re a blogger, Google+ is seriously worth checking out!
Pinterest is another big site you should consider spending more time on this year. If you have any sort of product to sell, you absolutely must consider using Pinterest to market your products. And even if you don’t have a specific product, but instead are service based, Pinterest can still generate big results for you. Make sure you create relevant boards, use good descriptions, and include your website/page link on all of your pins.
Even though my time is limited, I will be committing more time to this site in 2014. I have seen big results from Pinterest when other people pin my blog posts and it’s time for me to start generating my own traffic!
I am a big proponent of using LinkedIn. If your business is in any way B2B related or has anything to do with professional industries, you really need to take more advantage of this platform. It’s much more than just posting the occasional comment or sharing an article. Get involved in groups and really make your time on the site valuable. You can also stay in touch with your contacts and cultivate solid leads through LinkedIn. I wrote a post a while ago that really highlights the importance of using LinkedIn. It’s still my most viewed post ever and I invite you to read it here.
Some of my best leads and business opportunities in 2013 came from LinkedIn and my conversations there. I plan to spend even more time cultivating my connections and leads there again in 2014.
If you have concerns about adding any of these sites to your strategy, check out this screen shot from a recent day on my blog. My top two traffic sources were Google+ and Pinterest! This is proof that both these sites can provide substantial ROI. And on a side note, look how far down Facebook ranked… just sayin’!
Of course, you probably know how I feel about Instagram and why it’s important. If you haven’t read my post on why Instagram is going to dominate in 2014, you can read it here.
There are a number of other sites out there and more coming on the scene every day. Don’t be afraid to try them out and see if your audience is there. Remember, it’s not where you are comfortable that matters, it’s where your audience is that matters!
You’re not on social media to market your business to your friends and family. You’re there to connect with your customers, generate leads, and grow your business. This may mean you have to get out of your comfort zone and try something new this year. It may mean that the social media strategy you had last year is irrelevant this year. It may also mean you have to spend more time on social media this year.
If you would like assistance in crafting a new social media strategy for 2014 or if you would like assistance in determining which sites you should use in 2014, please contact me. I’d be happy to help you get off on the right track!
What say you? What site(s) do you plan to spend more time on in 2014? Sound off in the comments below!
Thanks Jenn, great post and something to really take a look at. I believe that there is no “cookie-cutter” approach when dealing with my Clients. Of course there is such a variety of platforms to consider when determining where my Clients will do best with their relationship marketing. I do, however, like to start with Facebook and link it to Twitter, then determine which platforms are a good match, based on their product or services. Actually, I just finished meeting with a potential Client ( now a new Client) whose product will do well with Facebook, Twitter, Instagram, and Pinterest to start. I use an old fighting term, “no holds barred”. In working with my Clients, nothing is off the table. As always Jenn, thanks for your insight! Hey, are you reading Gary V’s new book, Jab,Jab,Jab, Right Hook? Maybe share your thoughts if you are! Thanks! Mike
Thanks Michael! You are right, there is no cookie-cutter social media strategy for anyone. And that’s why I love social media 🙂 And I like that you’re offering all options to your clients in order to make sure you determine what’s best for them and their goals.
As for Gary V’s new book, I haven’t read it. And I don’t think I will. I have heard good things about it and it seems to be resonating with a lot of people. However, I’m not a big fan of his. Some of the interviews I’ve seen and comments I’ve read from him don’t jive with my marketing/sales style and I find him too pushy. He obviously found something that works for him and that’s great. And if it works for others, I encourage them to do what works. But for me, I’ll leave the book for others to read 😉
Are you reading it? I’d love to hear your thoughts.
I have already put this plan on my 2014 list! I agree completely that it is more important than ever to diversify. I have already been a big fan of LinkedIn, and do use both Pinterest and Google+. However, I definitely need to expand my G+ use, especially in creating good connections and commenting and sharing there.
Good for you Kim! That sounds like a great plan.
I so agree about Facebook. I’m usually only there now, to connect with a couple of very active, private groups. My goal for this year is to work on my G+ skills; I’m on all of the site you’ve mentioned and yes, I want to expand my skills and learn to use G+ and LinkedIn after that.
I think G+ is a great place to focus your time this year, Ann. If you’re not already following Mike Allton (and the Social Media Hat), follow him everywhere. He is my go-to resource for all things G+ and he’s a great social media expert to get to know.
Hi Jenn,
Facebook is obviously should not be the only place marketers should be dependent on and doing so, is a big mistake anyway. You pointed it out rightly about the fact that Facebook has been making things harder for small business owners lately to succeed there.
Considering the benefits of using Google+, it should definitely be a place that should be on top of the list for all online marketers for various reasons apart from the fact that it’s the social media site by Google.
Thank you for sharing tips about Pinterest and also LinkedIn as a viable option. I have found them to be very useful as well.
Have a great weekend!
Regards,
Kumar
Thanks Kumar! I’m glad you found this helpful. Enjoy your weekend as well!
What Jenn says about Facebook limiting organic reach I’ve seen a lot in the news recently. And yes, Twitter conversations are extremely limited. But what if instagram or pintrest don’t mesh with your brand? Will marketers have to get creative again and somehow trigger organic conversations? I think that is what Facebook is trying to do with its recent acquisition of Branch…
You bring up a great point, Michelle. Every business will have its own ideal platforms and put priority where it works best for them and their audience. Pinterest or Instagram may not work well for some people and that’s ok. However, I do think it’s important for brands and businesses to seriously consider looking at other sites like LinkedIn, Google+, or Pinterest and determine if they can grow an audience there. Even if they have tens of thousands of followers on Facebook there is always an advantage to growing a presence elsewhere too. They don’t have to abandon Facebook and they should definitely focus on organic conversations and finding ways to engage their audience.