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Before choosing which channels to create a presence on, research your target audience and identify your buyer persona.
Your audience may be active on multiple social networks, so it's important to create profiles on all channels where your audience is present in order to reach as many people as possible.
Set specific goals for each social network and understand the best marketing strategies for each channel.
Examples include: increasing brand awareness, interacting with your audience, educating your audience, building a community of fans, increasing sales, and creating ads.
In order to stand out from the vast amount of content on the internet, it's important to understand the best formats for each social network. For example, Facebook is best for displaying information about your business, Instagram is more visual, YouTube is great for creating videos, LinkedIn is great for networking, and Twitter is great for creating polls.
Consistently interact with your audience by creating an editorial calendar and planning all interactions on each social network.
Analyze the metrics related to your defined goals to see if your social media management is generating any increase for your business. Keep in mind to keep an 80/20 average of content (80% educational, 20% sales) and to think of different posts to attract the attention of users on each network.