Warning – Social Media Overload Imminent!

Stop! Put down the mouse and step away from the Pinterest. Have you thought about what you are about to do? Is this the way you really wanna go out?

So Many Platforms, So Little Time

Are you currently using the social media channel as part of your marketing mix? What platforms are currently taking up your time? The basis of many social programs tend to revolve around the well established Twitter, Facebook, YouTube and perhaps a blog, but as more and more platforms come to the fore, many businesses are feeling the pressure of social media overload.

Can You Afford to Stretch to New Platforms?

Once you are established in the social media space, it is likely that your audience/customers/prospects are used to the way you do things. They know that when then reach out with an issue that you will be there to respond. They know that they can rely on you for some regular content of ass-kicking proportions. So why rock the boat by adding a new platform in to the mix? Well, it may well be the case that your audience and your business will benefit greatly from using Instagram, Pinterest or Google Plus (the great SEO hope?), but do you have the resources, content and understanding of those platforms required to make a success of them?

The Pressure of Hype

I’ve been quizzing some of my always helpful followers on Twitter, asking them if they feel under pressure to be using every new platform that the social media buzz machine hypes up – I received a number of messages from people at various sizes of business all confirming that they do worry about ‘missing the boat’. I can understand why so many feel this way, the thought of a competitor being the first to start using a platform is enough for some marketers to dive in head first without a plan of attack. A dangerous move.

Five Things To Consider Before Making A Move

  1. Is your audience – a) present on the platform in question b) likely to respond to your activity on that platform?
  2. Do you understand that platform and how to use it to the benefit of your audience/customers and your business?
  3. Can you devote the required level of resource to these new platforms without negatively effecting your already established and successful platforms?
  4. Do you have enough content to ensure a tailored and appropriate approach to each platform?
  5. Can you measure and report on the success of your activity within these new platforms?

Ready to Enter?

Take your time and assess the opportunities. If you think the platform in question will be of benefit to all, make a plan of attack and stick to it. The worst thing you can do is enter a new arena and lose all momentum after a fast start. And never feel pressure to be on a platform just because every blog is touting it as the ‘must have’ for businesses. Oh, and if you have an engaged audience on another platform, why not ask them if they would want you to be communicating with them on the platform in question?

Do you feel the pressure from social media hype? Have you dabbled in new platforms and been burned? What are you currently considering for your business? Do share!

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About Mike McGrail

Mike McGrail is the owner of The Social Penguin Blog. He is the MD of Velocity Digital. He likes scotch and leather-bound books. Follow Mike's ramblings on Twitter. He also resides on Google Plus here.

  • http://www.consultcameron.com/ Jackie

    This is very timely Mike. The rise in the chat about Pinterest meant I had to go over and take a look. I struggled to see how someone whose business is coaching/training could use it but I have an idea…

    However, when I run my social media workshops I explain to the participants that they should be clear on what they want to do – and why – before they sign up for LinkedIn, Twitter, Facebook because their energy and enthusiasm will be sustainable if they are working towards a goal.

    And this is what I see here. I took ages to come to Facebook and then realised that one strand of what I offer would be suited to a Facebook page. I gave it 6 months and after almost a year I am still happy that it is ticking over. Still worth the energy in my view.

    But I still have to decide how ( if) Google+ would add anything ( except extra work) and I am not sure that my target market are hanging out there to be honest.

    Great advice – as always

    • http://www.thesocialpenguinblog.com Mike McGrail

      Hi Jackie,

      Thanks for taking the time to read and comment! As you say, setting clear goals is absolutely key as without them you have no real grasp of success. Google + is a very strange beast, reports today suggest that people are spending time on it than in previous months. The Circle feature is great for targeting content and I believe that Hangouts are potentially a superb tool for getting close to your audience. It is very worth exploring the SEO benefits of G+ though.

  • http://twitter.com/MarcHindley Marc Hindley

    Great post Mike, there seems to be a flurry of new networks at the moment, and as a result, there’s a flurry of activity in the marketing department, but are companies really prepared to dilute everything they’ve worked so hard for already.

    Chances are that they have worked hard to get where they are on Facebook and Twitter, so they shouldn’t really be pulling users away to uncharted territory.

    But that’s not to say you should be blind to them either. Pay close attention to new networks, the rise of their uptake (in your niche, not in global terms), create an account, but don’t make your users think that you’ve jumped ship and put all your eggs in a new basket, or your customers might do the same thing.

    • http://www.thesocialpenguinblog.com Mike McGrail

      Hi Marc, thanks for that, some great points. I especially like the jumping ship aspect – leaving an established audience behind is never wise but you do see it happening and often down to a lack of resource or focus.