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Social media for companies: If you have the choice, you have the jellyfish
Expert Gergely Teglasy explains how to choose your channels wisely.
Social media for companies: If you have the choice, you have the jellyfish
Which platforms should you choose for your social media presence? Definitely not all of them. Because then you have a jellyfish that has a lot of tentacles, but they are all thin. In other words, every platform consumes time, energy and money. It's better to concentrate on a few channels that you use skillfully and regularly.
Facebook has around five million monthly users in Austria. By the way, we call this number MAU (=Monthly Active Users), and the following numbers also refer to people who are active at least once a month. Instagram (also part of the Facebook Group) is in second place with three million. And if you think that Twitter will follow, then you're wrong. But don't take that as an accusation, that's how most people feel. Because Twitter has a strong media presence and therefore seems much bigger than it is. Even in the daily newspapers you read every day who tweeted what. But of the only around 200,000 Twitter users in Austria, around 85,000 are active, so they not only read along, but also send tweets (status reports on Twitter) themselves. If you look at the areas in which these activists work, you can better understand why Twitter is so dominant: Politics & Media. On the other hand, you will hardly read in a daily newspaper that X posted Y on Xing or LinkedIn today. The two business networks are significantly larger with 1.5 and 1.6 million users respectively.
Size isn't everything
But don't choose based on size. Let research and empathy be your guides. Ask yourself (and also your customers directly): Where are my customers traveling and active? In most cases, Facebook will be there - simply because of its size - after all, two out of three adult Austrians use the world's largest platform. Maybe even one network is enough for you, because a social media presence has to be managed and your resources are not endless.
Think of text, photos, videos, stories, answering comments and questions, advertisements and much more. This all takes time and know-how.
So you don't need many tentacles, just one - which magically captures your customers.
The author:
Mag. Gergely Teglasy / TG teaches at the University of Vienna, the FH Vienna and the FH Burgenland. He is the winner of the Innovation Award, advises international organizations and companies on their digital communication strategy and wrote “Zwirbler,” the world's first Facebook novel.