If you haven’t heard, Twitter (the parent company of Periscope) is shutting down the once extremely popular video platform. I can remember just a few short years ago, Periscope was all the rage, and I was being asked over and over the best ways to use it for business.
My answer was the same answer I once gave for Google+ and now give for Snapchat and TikTok: Be Patient.
Now let me be clear, I’m not suggesting that TikTok and Snapchat will disappear the way these other social sites have, although they could. Only time will tell.
More importantly, I’m a firm believer in not being a Jack of All Social Media Sites, Master of None, and instead doubling-down on a few social sites and doing them really well.
And which social sites should you prioritize? The platforms where your audience is most active. Period.
And today, for most, that’s F.I.L. (Facebook, Instagram, and LinkedIn).
Tomorrow? That could change, and we may need to reprioritize. As time goes on, our buyers demographic may change – and therefore, so will our social media focus. The key is to always focus on today’s buyers and where they are most active on social.
A question I am often asked is: “Why shouldn’t I have a presence on all of the major platforms?” In my experience, one of two things happen:
- We tend to prioritize one or two profiles and let the others go dormant and collect dust. In my opinion, that does more harm than good.
- They all fall into the category of mediocrity. Each social platform is updated – but most likely by just syndicating the same content across all platforms. And, unfortunately, that’s not how you get results. Each social platform has its own set of rules and etiquette that need to be treated as such.
Therefore, my suggestion is to keep our hands firmly on the wheel and stay focused on the road. Keep building a strong, loyal, and engaged community on digital platforms where buyers and potential buyers hangout. But glance over at the rear-view now and again and keep an eye on your future buyer. As they become closer to today’s buyers, that may be the time to reprioritize and refocus your social media strategy.
