I asked my audience what they’d like me to address sometime back and this question was posed: “Which new platforms should businesses be on?” I’m not sure people will like my answer, but let’s go for it anyway. My quick answer is stop chasing new. Be consistent on what you have.
Further, I was asked where to best spend your time since things change awfully fast.
Human Behavior Doesn’t Change.
Here’s the thing. Tech changes. Human behavior does not.Technology changes; human behavior does not. Click To Tweet
As humans, we are social. We need to feel love and belonging. Loyalty matters. As we go about our day, we engage in small talk which builds and maintains relationships. Small talk can be about the weather at the bus stop, in an elevator, on or Twitter. We share our day with the next-door neighbor standing in the driveway or by posting a photo of our lunch on Instagram.
Today, the strawberry plants I grew from seeds are flowering. I texted this to my mom and put it on Instagram.
We are created to share experiences and tell stories. That will never change. Where we tell our stories (technology) may evolve over time, but gaining trust and loyalty (behavior) is always down to engagement (conversation).
New Social Media Platforms in 2019
I honestly don’t know any new social media platforms that a business might use. What I do know is that platforms will always arise and the good ones will stay — like Twitter, Facebook, and LinkedIn.
“I often get asked what the next big app or social media platform will look like. The truth is, I don’t predict. I’m a counterpuncher—I react.” Gary Vaynerchuk, 2016
Mark Whitehurst from Marketo says you should pay attention to Vero, Musical.ly, and Steemit. Search Engine Journal talks about the 7 biggest platforms and names existing ones. Truthfully, it can be anyone’s guess.
The downfall of looking for the newest, shiniest tool is that the audiences continually grow. So, in 2011 Snapchat came on the scene and a number of their audience migrated from Instagram. Instagram was no longer the “young people’s platform,” whatever that means, it was Snapchat. Gen Y and Z have increasingly made their conversations one-to-one or one-to-many in private group chats.
How does a business get in on private conversations?
Businesses saw the opportunity with Snapchat and their filters. Everyone copied Snapchat including Instagram and Facebook and there are frames and branded filters everywhere. It’s the same as sports stadiums. They used to be named after heroes. Jack Murphy Stadium became Qualcomm Stadium. I believe Wrigley Field was one of the first to brand a stadium. But I digress.
The point is this: brand awareness campaigns can happen on the new tech. But engagement campaigns are more difficult.Businesses can always spend money on brand awareness campaigns; engagement is more difficult. Click To Tweet
Experiment but Stick with the Standards
It’s good to experiment and keep aware of your marketing channel options. Radio and TV ads are not dead. Neither are billboards, movie reels, or signs on grocery carts.
You know what works? Whatever tool you use. Go with it. If you want to spend your advertising budget on a community event, do it. If you are publishing on your website, keep doing that. The biggest problem I see is people starting but not continuing with the effort or channel.
Twitter: The Caveat You Knew Was Coming
If you’re reading this article, there is a 50% chance (according to Google Analytics) that you saw it on Twitter. It’s no wonder that is my bias and I’ve explained the reasons why Twitter is the best platform for business to business before. That said, I spend my time on Twitter — every day. Several times a day. It’s where I’m campaigning.
Is Twitter the best for the local carwash? No. They use fliers, spend money with ValuPak, and attend the chamber of commerce.
Go with the Blue-Chip Platforms
If you are starting your social media marketing now, my recommendation is to go with blue-chip platforms. What do I mean?
When you are new to investing in the stock market, you’re advised to go with blue-chip stocks. Those are the tried and true investments. Low risk, certain reward.
“A blue-chip stock is the stock of a large, well-established and financially sound company that has operated for many years. A blue-chip stock typically has a market capitalization in the billions, is generally the market leader or among the top three companies in its sector, and is more often than not a household name. Some examples of blue-chip stocks are IBM Corp., Coca-Cola Co. and Boeing Co.” Investopedia
Twitter, Facebook, LinkedIn, and Instagram are the blue-chip social media platforms. Those, in that order, are the best places for a business to spend their time and marketing budget.
Be Intentional with Your Marketing
In order to be successful in social media marketing in 2019 or 2009 you need to be intentional. Choose a platform and use it daily or weekly. Publish articles on your website on a regular basis. If you don’t have the time or want to become an expert, outsource your social media.
There is no hack. You just have to do the work.