May 2, 2022
Facebook. Twitter. LinkedIn. TikTok. So many choices, so little time. And so much content you’ll have to generate.
How do you choose which social media platform is right for your medical company? Don't make the mistake of thinking you have to be on every platform. Choosing one or two that make the most sense for your brand and doing them well is more effective than having many accounts implemented haphazardly.
Here are some factors to consider when choosing which social media platforms are best for you.
Who Is Your Audience? Who is your target audience? Current customers? Potential customers? Community stakeholders? Identify your audiences and their characteristics, list them, and prioritize them. Now you're ready to start making decisions about which platforms are best for reaching your audience. For example, if your audience is Generation Z, Facebook may not be your first choice as an avenue to engage with them.
Once you've established the audience you'd like to reach, you can start making more informed decisions about which social media platforms in which to invest. Check out this info from Sprout Social to get a handle on social media platforms and the demographics they attract. And remember, even if you love making TikToks, but your target audience isn't on TikTok, spending a lot of time and money developing content for TikTok isn't going to do much for advancing your brand on social media.
What Are Your Goals and Objectives? Do you want to educate consumers? Build your brand? Move product? Be seen as a thought leader in your category? All the above?
Choose a platform that’s in line with what you want to accomplish. LinkedIn is a great place to showcase "think" pieces that detail your understanding of the marketplace. Show off your latest product offerings in natural settings on Instagram. Post a video with a detailed product demonstration on YouTube.
Need a little assistance determining what your goals and objectives should be? This downloadable PR planning worksheet can help!
Allocate Your Resources. Unlimited budget? Go nuts developing professional videos with all the bells and whistles. Tiny budget with no staff? Perhaps cleverly written tweets with pics snapped with your iPhone are the route to go.
The trick is to develop a strategy with your resources in mind, build a calendar for your chosen platform(s) and start populating it. Leave room in your calendar to insert timely pop-up content to keep things fresh. Oh, and don't forget that time is a massive part of that resource commitment. Someone must be responsible for spending the time to write and develop all that sweet, sweet content. (We can help with that, too.)
If you'd like help developing your social media, drop us a line, and we'll show you how to get started.
Comments: Ben Singleton