One of the most common bad social media practices I run into is brands that have no idea to whom they are marketing. So they end up with campaigns that are scattershot and one-size-fits-all, which ultimately results in consumer confusion. The most important thing companies must do before starting any type of social media campaign is ask this question: who wants our products and services – and why? If they can’t answer this very simple question, then they shouldn’t launch the social campaign. Why? Because social media users are not homogenous, and each consumer group has very unique wants and needs.
Here’s a good example: let’s say you’re trying to reach a young demographic that is active and cutting-edge (aka: the elusive millenial). The best place to launch a social media campaign would be on Instagram and Snapchat, because they are the ‘go-to’ platforms for young, hip users who respond to bite-size marketing that requires short attention-spans and marketing that is visual.
Do your market research, figure out your customer personas and then you can choose which social media platform is appropriate for your campaign.