Invest in your audience’s favorite networks

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Listening closely to what your audience wants from your organic content will also inform what networks they prefer. Thanks to social media fragmentation, gone are the days of a few go-to social media sites. Audiences are on more apps than ever, though your brand doesn’t need to be on every single one. Users engage with each network differently in terms of content consumption or sharing. Focus on the ones your audience is using the most, whether it’s an established network or an emerging platform.

Briana Doe, founder of the Verbatim Agency and Index Council member, said it’s tempting for brands to try reaching their audience in as many spaces as possible, but that being everything to everyone is a fruitless endeavor.

“There are so many platforms and ways that brands can show up online. It’s tempting singapore mobile database to believe you have to be everywhere”, Doe said. “Provide what your current and prospective audience members are looking for—be intentional instead of trying to be everything to everyone. Don’t chase shiny objects. It’s more important to build community and trust on priority platforms.”

Tracking and comparing the performance of different networks can guide you to the top platforms for your audience. Analytics tools like Sprout Social’s Cross-Network Profile Performance Report will show you a comparative graph to easily identify which of your social profiles is receiving the most growth and engagement.