Ask yourself these five questions before you join a new platform:
1. Do your clients, customers and strategic partners use ShinyNewSocialWidget.com?
If your target audience isn’t interested in the platform, it will be challenging to build a community and get a return on investment. Before you join a new platform, evaluate who’s on it and how they use it. Something as simple as a three-question e-survey can provide valuable data to answer this question.
2. Who will maintain ShinyNewSocialWidget.com?
For many businesses, a social media manager is a luxury. Consider which employees have the time and skills necessary to establish a consistent presence on the platform. Since social media is most effective when it is part of an integrated marketing communications program, it is unlikely one platform will justify draining key resources.
3. Is ShinyNewSocialWidget.com compatible with your existing communications program?
If your business has few photo-worthy moments, the latest photo-sharing platform isn’t a logical place to build a presence. It’s new and shiny, yes, but don’t get distracted. A platform that isn’t conducive to your content won’t positively impact your bottom line.