There are so many social media platforms out there that it can be tempting to want to get your store on every single one of them and get yourself out there in as many different ways as possible. But sometimes less is more.
In this article by Chelsea Hunersen at Hubspot lays out "9 Questions to Ask Before Creating Another Social Media Account" to help people like you determine whether that next account is absolutely necessary. Check out an excerpt from Chelsea's article below, but be sure to read all nine of her suggestions over at Hubspot.
4) Do I have the time required to monitor the account?
This is the one that surprises most people. When you open up a direct channel of communication, your audience will use it. Being able to monitor an account is imperative for a good brand experience. This expectation of service can be great if you’re looking to start a support account, but trickier if your account has primarily a marketing function.
Keep in mind that expectations will be different depending on the network you're considering. On Twitter, 70% of surveyed users expect a response from brands, and 53% want that response in under an hour. Brands that don’t respond actually hurt their brand reputation. Facebook is also encouraging faster responses by giving brands who respond to 90% of messages within 5 minutes a “very responsive” icon on their pages.
While you may have a slightly longer grace period for brand comments (like on Facebook or Instagram), when people are reaching out to you directly on an account, they are doing it because they want a rapid response.
5) What is the plan for content planning/creating?
This may be the most time-consuming part of your social strategy, but some (myself included) would say it’s the most important. Content is what will keep your social channel front of mind, and it’s also what will bring in the views, interactions, and leads. Suffice to say, when creating a channel you should have a plan for sustained content creation.
When thinking about your new social channel, consider where you will be getting the material and how you’ll be able to sustain this to create multiple posts a week. Remember, this content should also serve a unique function from your existing accounts.— Chelsea Hunersen, Hubspot
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