Aug 14, 2014
Today and for the next few Thursdays, we will be mapping out a social media plan from scratch. If we view this plan like a road trip, start out by pointing yourself in the right direction, then choose the way you’re going to get there, check in regularly to make sure you’re on track, and have some fun along the way. And no matter where you are on the trip, it’s always wise to stop and think to gain a new perspective.
When you first begin you need to think about which social media sites you should use. That can be a challenging and overwhelming task in the rapidly expanding social media world. Seems like you get the hang of one platform and boom, something changes or something new is on the scene.
Social media is as homogenous from network to network as soda pop is from brand to brand. Sure, it’s all social media, but Google+ and Twitter might as well be Sprite and Coke. Each network is unique, with its own best practices, own style, and own audience. You should choose the social networks that best fit your strategy and the goals you want to achieve on social media. You don’t have to be on them all—just the ones that matter to you and your audience.
Some things to consider that can help you choose not only which social networks to try but also how many to try:
- Time – How much time can you devote to a social network? Plan on at least an hour per day per social network, at least at the start.
- Resources – What personnel and skills do you have to work with? Visual social networks like Pinterest and Instagram require images and photos. Social networks like Google+ emphasize quality content. Do you have the resources to create what’s needed?
- Your audience – Where do your potential customers hang out? Which social network has the right demographics?
2014 has brought some surprising news and trends in terms of how businesses are using social media. With LinkedIn growing in popularity among B2B users, Pinterest boasting impressive retention rates, Google+ going through radical changes in the first half of the year, and SnapChat and Instagram breaking hard into the brand space, it will always be interesting. Social media is not a luxury anymore, it’s a must!
Check out the latest Journey to Extraordinary campaign from the Holiday Inn brand for some inspiration. This iconic hotel brand captures extraordinary journeys of its’ guests through a digitally led campaign. 
Let us know what networks work the best for you and as always stay #TopRight.