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Finding where your local service business fits on social media spectrum and spending majority of time on the two or three platforms that will yield the best results is a far more advantageous option than trying to capitalize on all platforms and getting mediocre results.
Follow FSICC Formula:
Focus: Select 1-2 channels max
Swimming & Hunting: Be where your ideal clients are. (Don’t waste your time on the wrong channels)
Income & Beyond: Look at different attributes beyond basic ones like Age & Demographics
Context: Understand how they consume content
Consistency: Don’t show up randomly….Create a proper schedule and be consistent!!
Learn Where the Fish Are Swimming and Set Up Camp
Where are your customers and prospects? If they are not on Twitter, it would not make sense for you to use that channel. Fish where the fish are. Don’t waste your time with an empty pond. If your customers are younger demographic like Millennials then you should be on Snapchat….or if you want to target 25-54 year olds then Facebook is a better channel. Women and men between the ages of 25 – 54 make up 32% and 29% of Facebook users, respectively. And only 9% of users are between the ages of 18 – 24.
Facebook still skews young, but the 45- to 54-year-old age bracket has seen 45% growth since year-end 2012. Among U.S. Internet users, 73% with incomes above $75,000 are on Facebook (compared to 17% who are on Twitter). Eight-six percent of Facebook’s users are outside the U.S.
Instagram: Sixty-eight percent of Instagram’s users are women.
Twitter has a surprisingly young user population for a large social network — 27% of 18 to 29-year-olds in the U.S. use Twitter, compared to only 16% of people in their thirties and forties.
LinkedIn is international and skews toward male user
Pinterest is dominated by tablet users. And, according to Nielsen data, 84% of U.S. Pinterest users are women.
Tumblr is strong with teens and young adults interested in self-expression, but only 8% of U.S. Internet users with incomes above $75,000 use Tumblr.
Context is Important
When people browse LinkedIn they do it differently then Facebook or Instagram. What kind of content they are consuming where? They might watch a cat or a dog video on Facebook, but they won’t do it on LinkedIn. On Twitter people consume news and information tidbits. So, understand your audience really really well and how they consume the content differently on different mediums like Youtube, Facebook etc.
Consistency on social media
Most importantly, don’t neglect your social media profiles. We know you’re busy, everyone’s busy, but you need to actively update your social channels with new content whenever possible. It’s like showing up for work 3 out of 5 days a week. Be consistent and make sure to post everyday!!
Ali Salman is an online marketing strategist who have worked with Coca-Cola, Extreme Pita, Mucho Burrito, KIA, Honda and other Fortune 500 companies. Ali Salman now heads Rapid Boost Marketing - Canada's fastest growing search marketing agency. RBM clients include Fortune 500's and medium size businesses across North America. Ali as RBM CMO leads his team in building and managing quality, high-performing and cost-effective interactive campaigns and programs for our company's customers and partners. In his career, he has significantly improved campaign performance for large brands such as Government of Alberta, Liberal Party, Workopolis, Cathay Pacific, as well as medium to large retailers and high-tech B2B-enterprise niches.
Ali and his team develop online promotional concepts that spark viral growth through search and social media for RBM clients, devising strategies that use search engines and more to reach key demographic segments in the ways they're most likely to be receptive. Ali Salman also oversees corporate marketing initiatives for Rapid Boost Marketing, including strategic communications counsel, public and analyst relations and client education programming.