Using social media successfully for a campaign is becoming more of an issue, as it is now a major tool in a company’s way to build their online presence and brand awareness. With so many social media platforms available for use how do you know which social media outlet to use and what are the advantages of each? Most social media specialist run into the main problem when they are forming their social media campaigns that is producing quality content on demographically relevant social media outlets. So now the question is why is this issue actually hindering to creating a successful social media campaign?
The first part of the issue is producing quality content for your followers to view and share. Social media specialists often want to flood their platforms with several posts in a day, often producing excessive content that is overlooked by most users. This can actually hinder the company’s efforts and cause the social media campaign to suffer. Users look for quality post that clearly conveys what the company is trying to inform them. You want the content you create on these platforms to be shared by your followers in order to bring in new ones. Remember it’s about quality over quantity.
The second part to the issue is creating the quality content and sharing it on social media platforms that are relevant to the campaigns demographic. Many companies want to have campaigns that are diverse and appeal to a large group of consumers in order to maximize profits and increase brand awareness. This naturally can be a problem because not every demographic uses every social media platform, thus content should be produce not only base on the companies message but the social media outlet it will be posted on. MarketWatch.com wrote an article discussing how the baby boomer generation is now taking to Facebook as their main social media interaction. This means if you were targeting the baby boomer generation you would not want to use Instagram as your main campaign push. (Also refer to the figure from Mashable.com below on social media demographics)
Social media specialist have to consider their end goal and determine how to reach that goal by using proper communication that will appeal to all of the groups that they are marketing too. Choosing the appropriate social media platforms to produce quality content allows you to connect with your target audience better. Producing poor quality content and even worst on the wrong social media outlet wastes time, energy, and recourses for the company and essentially is will cause your campaign to fail.